The checkout challenge? Customers fume over retail’s latest quirks

You've probably felt it–that moment when you walk into a shop and instantly feel overwhelmed by flashing lights, pounding music, and aisles so narrow you need to exhale just to squeeze through.

What was meant to be a simple shopping trip suddenly feels more like navigating an obstacle course designed by someone with a grudge against customers.

An American social media creator recently captured this experience perfectly when he described Chemist Warehouse stores as 'escape rooms in disguise'.

His popular video struck a chord with Australians who recognised their own shopping struggles in his bewildered description of narrow aisles, overwhelming signage, and sensory chaos.

But here's what might surprise you: this isn't accidental. It's a calculated strategy.

Chemist Warehouse has adopted a deliberate design strategy with 'narrow aisles and crowded shelves to create the feeling of cheap', according to business management research.

The company spends $100 million annually on marketing with the main aim of looking 'cheap', and their store layout is a central part of this approach.

Dr Bodo Lang, associate professor at the University of Auckland, explains that 'the information-rich environment quickly overwhelms the customer' and notes that 'if you took a picture of an aisle in the store and counted what you could see, there is so much information there that you'd be completely bombarded with all sorts of information, messages and prices'.

This sensory bombardment isn't unique to pharmacy chains. JB Hi-Fi proudly embraces being 'loud' and 'bright,' packed 'wall-to-wall with tech, games, gadgets, and appliances' as part of their brand identity.

For many Australians, particularly those over 55, these high-intensity retail environments create genuine distress. Recent research reveals just how problematic this trend has become.

A survey of Australian consumers aged over 55 found that two-thirds would prefer retailers to reduce, or even eliminate, in-store music.

The research emphasises that 'this group values human connection, reassurance, and calm environments' and that 'creating in-store experiences that reduce sensory overload and provide access to well-informed, available staff will go a long way in driving loyalty and repeat visits'.

The impact goes beyond discomfort. As one survey respondent explained: 'I have disposable income which I like to spend on luxury items, and chances are if shopping centres were more sensory-friendly, and stores didn't blast their music I would go shopping more. I'm sure there are a lot of people like me out there who would bring money in but are dissuaded from coming.'

While Chemist Warehouse might be the most notorious offender, it's hardly alone in the assault-on-the-senses approach to retail.

JB Hi-Fi has built its entire brand around controlled chaos. The retailer is 'known for its distinctive hand-drawn instore signage' and has cultivated an image described as 'deliberately laid-back' with 'bare bones' store fitouts.

But for many shoppers, especially older ones, the cacophony of sounds and visual overload can be genuinely distressing.

JD Sports and Glassons pump music so loud you'd be forgiven for thinking they're hosting dance parties rather than selling clothes. The volume levels often make conversation with staff or family members impossible.

ALDI presents a different challenge – the treasure hunt factor. While shoppers might discover 'Brita water filters on sale' or 'copious amounts of toilet paper on sale,' the constantly changing layout and unpredictable product placement can turn a quick shop into an exhausting expedition.

This isn't just about comfort–it's about accessibility and inclusion. Research identifies 'barriers faced by sensory-disabled individuals through extensive literature review, surveys, and expert interviews, revealing the critical need for sensory-inclusive design solutions' to address 'challenges such as sensory overload, navigation difficulties, and communication barriers'.

For neurodivergent consumers, the impact can be severe.

One autistic shopper describes shopping for fragrance as 'really tricky,' explaining that 'it's always at the back of my mind that I may need to abandon my visit to a store at any point if I get overwhelmed' and noting it 'can even impact her ability to travel home safely'.

Fortunately, some retailers are beginning to recognise that calmer environments can be better for business. Walmart offers 'sensory-friendly hours every morning in its U.S. stores' where 'the store's radio is turned off, the TVs are set to still images and the lights are dimmed where possible'.

Australian shopping centres have started launching 'quiet hours', where they 'reduce the volume throughout the centre and dim lights in safe areas to create a more comfortable shopping environment for people with autism, dementia and sensory sensitivities'.

Even some beauty retailers are adapting. Abercrombie & Fitch, once infamous for its nightclub-volume music, 'has long since turned down the volume, by around 50 per cent' to create 'a more inclusive and welcoming shopping experience'.

Smart retailers are beginning to understand that overwhelming environments actually hurt their bottom line. Research shows that 'sensory friendly shopping environments lead to higher customer satisfaction.

When individuals feel understood and accommodated, they are more likely to have a positive shopping experience and return to the store' and that 'retailers that prioritize inclusivity and sensory friendly practices often see increased loyalty from customers'.

As one retail analyst notes: 'These shoppers are among the most financially secure and active in the retail space. But they're also more discerning. They're not shopping just for products, they're shopping for a comfortable, helpful and human experience.'

The good news is that change is possible. As retail accessibility advocates note, 'making changes like buying the right kinds of lights, being thoughtful with music and understanding exactly how spaces influence guests are well worth the investment for retailers'.

Read more: A local café had to shut its doors over a baffling rule—and the owners say no one is listening

What's been your most overwhelming shopping experience? Have you noticed any Australian retailers making positive changes to create calmer environments? Share your thoughts in the comments below!