The Majority of Retail Customers are "Uncommitted" — New Data and Surveys Show Why

June 10, 2025 – WASHINGTON, D.C. – Today, Upside released new data from its latest report, Winning the Uncommitted Customer, showing that most brick-and-mortar retail revenue comes from “uncommitted customers” — customers who shop across different locations and formats, prioritizing their own needs over brand loyalty.

The report draws on 75 million anonymized transactions and two years of survey data across the grocery, restaurant, and fuel industries. The findings reveal a consistent challenge across all verticals: most customers aren’t loyal, but their behavior is influenceable.

“Uncommitted shoppers are rational and they are everywhere — they put their own needs before a brand's, across all the demographic groups, income brackets, and retail categories we analyzed," said Dr. Thomas Weinandy, Senior Research Economist at Upside. "While this lack of commitment certainly isn't a new phenomenon, it's important because it's growing and because there are clear patterns emerging regarding how to win them." 

Key findings from the report include:

• Uncommitted customers make up 79% of brick-and-mortar retail customers.
• These customers contribute the majority of total revenue but visit up to 80% less frequently than loyal customers.
• Across all retail categories, 60% of new customers never come back after their first month.
• Earning just one additional visit per month from uncommitted customers could increase total revenue by as much as 209%, depending on the category.

The report also highlights how last-minute decision-making plays a major role in brick and mortar retail. For example, two-thirds of consumers decide where to shop or dine less than two hours before they go, emphasizing the importance of timely, relevant engagement with customers on-the-go.

Upside’s research shows that loyalty programs do have a positive impact on retention, though up to 20% of members still churn in a given month, depending on the category. When paired with Upside’s personalized, margin-bound offers, retention improves even further. At the cardholder level, loyalty and Upside together improve retention by up to 92%.  

“For years, the battle was about winning the customer. But as shoppers grow less committed, the real challenge is winning the next trip,” said Kevin Hart. “Today’s digital aperture gives consumers more freedom than ever to spread their spend. You don’t win the person first — you win the trip. And when you win enough trips, that’s when you earn the customer.”

The full report is available at www.upside.com/reports/winning-the-uncommitted-customer.

ABOUT UPSIDE 

Upside is a marketplace that connects consumers with brick and mortar retailers through personalized offers. Since 2016, Upside’s AI-driven personalization technology has helped millions of people get more purchasing power on the things they need, and tens of thousands of businesses earn measurable profit. Billions of dollars in commerce run through the Upside platform every year, and that value goes directly back to our retailers, the consumers they serve, and towards important sustainability initiatives. For more: www.upside.com/business

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