Consumer Expert Kate Hardcastle MBE Launches First Book ‘The Science of Shopping' on 3rd June 2025
'The Science of Shopping' reveals how retailers, brands, and consumers are navigating the most seismic shift in spending behaviour in modern history. Backed by global data and real-world stories from brands including Erewhon, Selfridges, Aldi and Primark, The Science of Shopping explores the emotional, technological, and psychological dynamics driving what we buy – and why.
At the heart of the book is a challenge to businesses: if you don't understand who your customer is and why they shop, you're not just missing sales – you're irrelevant.
Top takeaways from the book include:
80% of shopping decisions will soon be influenced by AI
The global retail market is now worth $29 trillion
One in three shoppers buys emotionally, to feel better, not just to spend
67% of consumers don't trust advertising to guide their decisions
Gen Z wants 'real-life' retail – not just algorithms
A viral product can succeed or fail in under 12 hours
The way we buy things now matters more than what we buy
Trust, transparency, and timing will define the next era of retail
The future isn't just digital, it's deeply human
Kate's original model, The Buyerarchy of Needs, maps the core reasons we purchase: comfort, connection, confidence, control, and community
On the launch of her book, Hardcastle said: 'Making a great product is only half the story. The rest is emotion, strategy, and trust. The Science of Shopping gives every brand, from global powerhouse to garage start-up, the tools to connect, inspire, and truly sell.'
'The Science of Shopping' is available globally (exc. USA) from 3rd of June 2025 at Amazon, Waterstones & all good bookshops. It goes on sale in the USA on the 24th June 2025 at Barnes & Noble, Amazon, Target & all good bookshops. Published by Kogan Page, the book retails for £29.99.
For more information visit: https://katehardcastle.com/.
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