…and I’ve walked out of more restaurants, festivals, concerts, presentations, pubs, gyms, hairdressers, supermarkets, and clothing stores than I can count – because nobody considered the sensory environment.

I am a Neurologic Music Therapist® who has spent years working with clients who have high or unique sensory requirements. I also experience high sensitivity to light and sound, and I’m frequently deterred by overbearing lights, smells, acoustics, music, and staff. I’ve studied how sensory input affects the human nervous system and how it affects our breathing and heartrate, and now, I want to talk to you about how to keep customers engaged, welcome, and likely to spend that extra dollar because they felt comfortable.

Modern life is becoming increasingly overstimulating, and our brains simply can’t adapt quickly enough. Bright LED lighting, constant background music, open-plan spaces, traffic noise, digital screens, push notifications, and 24-hour connectivity mean our senses are rarely given time to rest.

My question to you is:

If not, I’m here to help.

A high sensory retail environment filled with loud music, flashing digital screens, strong scents, and crowded layouts can overwhelm customers and shorten the amount of time they are willing to stay in a store. Research in consumer psychology shows that when shoppers experience sensory overload, their brains shift from exploratory behavior to stress management, making them more likely to leave without making a purchase. For example, while brands like Abercrombie & Fitch once used heavy fragrance and loud music as part of their brand identity, many customers reported feeling uncomfortable or rushed, which can reduce browsing time and impulse buying. When shoppers feel overstimulated, they often focus on escaping the environment rather than evaluating products, directly limiting potential sales opportunities.

Additionally, high sensory environments can unintentionally exclude key customer segments, such as older adults, parents with young children, or individuals with sensory sensitivities. Retailers like Target and Walmart have experimented with “quiet hours” to create more inclusive shopping experiences, recognizing that a calmer atmosphere can improve comfort and spending behavior – but do you really wish to make your shoppers feel like they are the odd one out and need special treatment? Should they have to take time off work just to participate in quiet hour? – We find this extremely problematic.

When customers feel relaxed and in control, they are more likely to browse longer, engage with staff, and make thoughtful purchases. In contrast, excessive stimulation can create cognitive fatigue, impair decision-making, and ultimately drive shoppers toward competitors that offer a more balanced and comfortable environment.