A survey of 500 GLP-1 users conducted by ReturnPro indicated that more than two-thirds are more likely to shop in physical stores, according to the results released in August. About 11% of Americans use GLP-1 weight-loss medications, Gallup reported.

The drugs, originally prescribed for diabetes, have become popular for weight loss, prompting many users to seek clothing that matches their reduced body size.

Retailers are adjusting brick-and-mortar strategies to meet the new demand. Don Johnson, a consumer strategist at EY-Parthenon, said companies must create a clear in-store experience to curb the move toward online shopping. David's Bridal chief executive Kelly Cook reported that shoppers are trying on twice as many dresses on average, with some selecting up to ten styles. Ross Stores recorded a 17% rise in comparable-quarter sales, citing increased foot traffic and an enhanced in-store experience, though it did not attribute the gain to GLP-1 use. Macy's declined to comment on the trend.

Some retailers are adopting technology to address sizing challenges. Victoria's Secret has integrated AI into fitting rooms to suggest alternative sizes, while stylist Amber Volkin offers private appointments for customers navigating weight changes. ReturnPro marketing leader Ami DeWille noted that stores will need personalized service, which could be provided through AI tools or expert staff.

High-spending GLP-1 users show an even greater preference for in-store shopping, with 91% indicating they are more likely to buy higher-priced apparel. Analysts expect retailers to invest in sizing inventory and staff training within the next year, though the overall impact on e-commerce remains unclear.