⚠️This fact has been debunked
This is a classic retail myth with no credible evidence. The debunking reveals interesting truths about shopping psychology and how retail folklore spreads.
The claim that 90% of shoppers turn right when entering stores is a widely-repeated retail myth with no scientific backing.
Do 90% of Shoppers Really Turn Right? The Retail Myth
Walk into any business seminar about retail psychology and you'll likely hear it: "90 percent of shoppers turn right when entering a store." It's stated with such confidence, repeated so often, that it feels true. Store designers cite it. Marketing books mention it. There's just one problem: it's completely made up.
No credible study has ever documented this phenomenon. The figure appears nowhere in peer-reviewed retail research. When pressed, people citing this "fact" can never produce an actual source—just vague references to "studies" that don't exist.
Where Did This Come From?
The myth likely emerged from a kernel of truth twisted beyond recognition. Some research does suggest that in certain cultures where people drive on the right, there may be a slight tendency to bear right in open spaces. But "slight tendency" became "90 percent" through the telephone game of business seminars and marketing books.
Retail consultant Paco Underhill popularized various shopping behavior observations in his book Why We Buy, though he never claimed the 90% figure. Still, his work on shopping patterns may have inspired others to embellish with specific percentages that sounded authoritative.
What Actually Determines Shopping Paths?
Real studies show that shoppers navigate stores based on much more complex factors:
- Store layout and sight lines — shoppers move toward whatever catches their eye first
- Product placement — high-value items are deliberately positioned to draw traffic
- Previous experience — regular customers head straight to familiar sections
- Shopping mission — whether browsing or hunting for specific items completely changes behavior
Different stores, different demographics, different times of day—all produce wildly different movement patterns. The idea that nine out of ten people exhibit identical behavior regardless of context should have been a red flag from the start.
Why the Myth Persists
This fiction survives because it's simple, memorable, and sounds scientific. A specific percentage gives it false authority. Business consultants love rules of thumb they can teach in workshops. Store owners want simple answers to complex questions about customer behavior.
The irony? Obsessing over which direction shoppers turn probably matters far less than what they see when they turn. A compelling display will draw customers left, right, or straight ahead—no magic percentage required.
So next time someone confidently quotes that 90% statistic, ask them for their source. The silence will be deafening.