Time pressure and shopping behaviour in retailing: a review and research agenda

Purpose This paper aims to provide a conceptual clarification of the phenomenon of time pressure (TP) in retail environments. By systematically reviewing empirical studies on TP in retailing literature from 1983 to 2025, this study seeks to trace the evolution of the concept, discuss its conceptual underpinnings and highlight its impact on consumer behaviour in retail settings. Design/methodology/approach A systematic review of empirical studies on TP in retailing literature was conducted, covering the period from 1983 to 2025. The review findings are categorised into four areas: antecedents, consequences, differences across online and offline retail settings and research methodologies used in the literature. Findings Consumers under TP spend less time in-store, reduce browsing and search, rely on heuristics and gravitate toward easy-to-evaluate options. TP reduces unplanned purchases, increases purchase shortfall, alters choice patterns, affects post-purchase return behaviour and preference for retail technologies. Its effects are moderated by factors such as product type, decision complexity, consumer traits and retail format (offline versus online). Originality This paper presents the first comprehensive review of empirical studies on TP in retailing, synthesising its antecedents, behavioural consequences and theoretical foundations. This study contributes to the field by not only advancing conceptual clarity regarding TP but also providing actionable insights for retailers and researchers, facilitating the development of strategies that balance retail performance and consumer well-being.