THE TIME TRAVELLERS
Living in the future. Shopping in the past
Forget generational labels. The real divide in consumer culture isn’t Boomers vs. Gen Z, it’s between those who move with time and those who manipulate it. Enter The Time Travellers. A subculture that lives in fast-forward yet shops in reverse, forever oscillating between convenience and nostalgia.
Who Are They?
They’re the ones pre-ordering AI-generated fashion while scouring vintage stores for ‘90s band tees. They book same-day delivery on artisanal sourdough but still carry a Filofax for their “aesthetic.” They exist in a paradox—early adopters of every new tech yet hopelessly devoted to the past. It’s not just about loving retro things, it’s about controlling time itself to curate an existence that feels simultaneously futuristic and familiar.
What Do They Believe?
The Time Travellers are caught in the tug-of-war, optimistic for the future, yet comforted by the rose coloured view of yesteryear. Authenticity is currency. They hunt for heritage brands that have stood the test of time (hello, Levi’s 501s and Rolex), while simultaneously investing in futuristic innovations (think digital fashion and smart wearables). Sustainability plays a role too, with vintage shopping not just an aesthetic choice but a rejection of mass production. This subculture thrives on the thrill of discovery. They spend hours in thrift stores, but they’re also first in line for the latest drops on StockX or in metaverse marketplaces. They are driven by a desire to own a piece of history, whether that’s a perfectly preserved Polaroid camera or the latest NFT sneaker release.
Their BehavioUrs
Convenience is King… but so is craftsmanship. They’ll tap-to-pay for an oat milk matcha in seconds but drive 45 minutes for a hand-thrown ceramic mug.
Technology is a tool, not an identity. Unlike digital natives, they aren’t defined by tech. They use AI, but they still write thank-you notes. They stream everything but insist on vinyl.
Exclusivity over excess. They don’t just want what’s new; they want what’s worthy. The limited-edition, the custom-made, the resurrected-from-obscurity. They’re shopping flea markets, thrift stores, and consignment to curate personal and rare collections while on-selling last seasons mass produced trend on Depop.
Time is the Ultimate Luxury – They shop smart, spend selectively, and invest in experiences that stretch time rather than steal it. They’re holding on to quality over quantity in both what they collect and how they invest their time.
What This Means for Retail & Retail Property
Retailers, it’s time to get in sync. The Time Travellers demand a frictionless omnichannel experience but won’t tolerate soulless automation. The stores that will win are those that blend digital ease with IRL depth—think smart stores that offer a tactile, personalized experience, staffed with human experts with knowledge and a story to share. Shopping malls? They need to transform into time machines—places where shoppers can step into the future while indulging in the past. Rev up the dolorian, it’s Back to the Future.
🔮 The retail clock is ticking. Want to understand where it’s headed? Download the full report now.
