As consumers spend more time online and engaging with Artificial Intelligence (AI), many are actively seeking out shopping experiences that feel more human, tactile and personal.
In fact, a report from Quad found that 76% of Americans say physical retail experiences help them connect more deeply with people and brands. This proves that in an age of AI and algorithm-driven commerce, Main Street retailers have a unique advantage.
To capture these consumers, specialty retailers should lean into what they’ve always done best: expertise, hands-on discovery and community. In particular, thrift and arts and crafts stores are gaining traction due to the tactile, treasure-hunt shopping experience they offer.
Arts and crafts retailer Michael’s recently reported a 136% increase in searches for “analog hobbies,” while brick-and-mortar thrift shoppers are spending four to five times more per visit than they do online.
A Growing Interest in Crafts, Hobbies & Thrifting
Consumer interest in thrifting has evolved from a niche way to save money into a full-blown cultural movement. According to Kyle Payton, general manager of ThriftCart, this can be largely attributed to Gen Z.
“Thrift shopping offers an escape from mass-produced, logo-heavy fashion and replaces it with discovery, individuality and storytelling,” he explains. “Shoppers aren’t just hunting for deals — they’re looking for pieces that feel rare, expressive and theirs. As budgets remain tight and demand for authenticity grows, thrifting continues to gain momentum as a way to stand out without overspending.”
Agreeing with Payton is Spencer Wright, general manager of Like Sew, saying that consumers are increasingly looking for creative, hands-on experiences that feel meaningful and restorative.
“Creating something offers a sense of accomplishment, reduces stress and promotes personal expression,” he says. “More consumers are prioritizing these experiences and skills over passive entertainment, which is transforming creative hobbies into a lasting part of how people choose to spend their time and money.”
Capitalizing on This Growing Trend
According to Payton, there are quite a few ways in which retailers can capitalize on this growing trend, which involve storytelling, education and community.
- Storytelling. Retailers can use storytelling and transparency to elevate the shopping experience. Highlighting why certain neighborhoods yield different finds, explaining the journey of unique items or showcasing curated editor picks helps shoppers feel like they’re part of an insider experience rather than browsing random racks.
- Education. Sharing tips like the best days and times to shop, how to assess quality over brand names, or how to spot hidden gems turns the retailer into a trusted guide rather than just a seller. Content that teaches shoppers how to thrift smarter, what to look for, where to look and how to inspect items adds value and keeps customers coming back.
- Community. Community-driven engagement deepens the connection. Hosting in-store events, offering styling sessions or sharing customer thrift wins creates a sense of belonging. When shoppers feel like they’re learning, discovering and participating in a shared culture rather than simply shopping, they’re far more likely to stay loyal and advocate for the brand.
Wright also agrees that retailers can capitalize on this growing interest by shifting from simply selling products to fostering creativity and connection.
“This means focusing marketing on inspiration and outcomes rather than just supplies, and creating opportunities for engagement through classes, events and community-driven experiences — whether they’re in person or virtual,” he advises. “When retailers position themselves as trusted guides and gathering places, not just points of sale, they deepen loyalty and keep customers coming back as their skills and confidence grow.”
Competing with the Larger Brands
With online competition becoming increasingly crowded, independent retailers can set themselves apart by leveraging their local footprint, according to Payton, especially through services like local pickup and drop-off.
“Giving customers the ability to buy or donate locally removes friction that large online platforms cannot easily solve,” he says. “Shoppers get the convenience of online browsing without shipping costs or long wait times, while donors appreciate a fast, familiar place to drop off items. This keeps the entire lifecycle of thrifting rooted in the local community and encourages customers to stay loyal to nearby stores rather than defaulting to national marketplaces.”
When competing with larger conglomerates who have endless marketing dollars, Wright advises smaller retailers to focus on real relationships and make every interaction feel intentional.
“Existing customer data can be used to send targeted texts and emails about classes, new arrivals and promotions, ensuring outreach feels timely and relevant instead of generic,” he suggests. “Loyalty rewards, birthday offers and review requests can also be automated to keep customers engaged and encourage repeat store visits.”
Brick-and-Mortar is Making a Comeback
Due to this resurgence in thrifting and arts and crafts culture, brick-and-mortar is making a comeback. In-store is the only place where consumers can truly find what they’re looking for at these specialty stores, and the evidence is in the traffic.
“Based on the sales trends we’re seeing, brick-and-mortar shopping is trending upwards,” Wright says. “Traffic and in-store purchasing have stabilized, and in many cases are growing — especially when stores focus on classes, events and customer engagement rather than just transactions.”
Payton is also noticing an uptick with in-store traffic.
“The number of physical secondhand shops in the U.S. has grown roughly 7% over the past two years, driven largely by Gen Z, sustainability values and economic pressure,” he notes. “Younger shoppers want affordable, unique items, but they also want curation and immediacy. Inflation makes thrift practical, while in-person shopping removes shipping costs, return headaches and trust issues that still plague online resale.”
What is different this time is that physical retail cannot stand on its own. The stores that perform best are pairing their in-store experience with strong digital support, according to Wright, such as online browsing, email and text marketing, and social content that keeps customers connected between visits.
