Shoppers are no longer being sold to in stores, they are being sold by the store itself. A new askpolly study of online conversation about what makes people buy more in physical stores finds that self-serve product demos, kiosks and well-designed store layouts are doing the persuading, while sales staff barely register.
askpolly analyzed public online conversation about what messages would make people buy more when shopping in a store, from October 2025 to October 2026. The global study covered 223,394 engagements; the US study covered 125,820. Messages were measured for conversation share, persuasion (share of conversation calling a message persuasive) and lift (sharing promotions with friends).
When askpolly tested “Expert advice from knowledgeable staff” as a message, it generated no conversation at all. Product demonstrations, by contrast, were a clear winner: once off-topic news coverage was removed, every US shopper conversation about in-store demos was positive, led by excitement over Nintendo Switch 2 demo kiosks and memories of Meijer’s in-store play area.
“Shoppers won’t tell you a salesperson talked them into anything, but they will tell you a demo kiosk did,” said Erin Kelly, CEO of askpolly, in a news release. “We’re entering the era of product-led sales in-store. The product does the pitching, the layout and ambiance bring people in, and the salesperson becomes optional.”
Why Retailers Can’t Ignore Layout
Store layout was the third most-discussed message among US shoppers (9.5% of conversation), according to the study. Shoppers said that when products are easy to find and strategically placed, they explore more and buy more. Even critics, who argued stores don’t need AI to design their aisles, were debating layout, showing how much it matters. Globally, 61% of layout conversation called it persuasive, versus 51% in the US, where shoppers lean more on product comparisons and information to make up their minds.
The study also found that product-led beats people-led. Every US shopper conversation about in-store demos was positive. However, staff advice drew no conversation. BOGO deals still grab the attention of consumers. Buy-one-get-one-free was the most discussed message in the US (35% of conversation) and 76% persuasive. One-in-five conversations (21%) called it a scam that makes people buy more than they need, yet shoppers admitted giving in anyway.
Inflation is still driving consumer purchases. According to the study, shoppers framed BOGO as a way to stock up on essentials “with rising prices,” and the loyalty conversation was dominated by grocery shoppers signing up for store cards. Free gifts helps to drive shopping spikes, but it doesn’t bring in steady demand. Getting a free gift with a purchase was 85% persuasive and a quarter of US conversation, but it was spiky, driven by seasonal and high profile beauty promotions. A small group of shoppers said they would rather have a straight discount.
Shopper Frictions
Members-only pricing is friction without enough reward, according to the study. It scored the lowest in the US (46% persuasive vs. 59% globally). The top complaint was having to use an app on top of a store loyalty card to unlock deals. However, scarcity is still a successful tactic. “Only a few left in stock” produced the clearest admission of pressure working.
Price matching is also a hidden risk. According to the study, many shoppers know stores offer price matching, and those who do increasingly price-match from the retailer’s own app, which can cut into margins once awareness grows.
What This Means for Retailers
- Replace sales-floor pressure with demo zones: Shoppers respond to trying products themselves.
- Design for findability: Clear, easy-to-navigate layouts encourage exploration and bigger baskets.
- Put comparisons at the shelf: US shoppers want information to decide on their own.
- Remove friction from deals: No app gates or extra hoops between shoppers and the price.
- Use BOGO on staples shoppers want to stock up on, and save gifts with purchase for event-driven traffic.
“The lesson for retailers is to make the space work as hard as a salesperson would, without the pressure,” said Kelly in the news release. “Let shoppers try, compare and find things easily, and keep deals simple.”
