Short answer Background music affects shoppers by changing mood, arousal and perceived atmosphere, which in turn alters how long people stay, how quickly they move, what they buy, and how they evaluate products and prices. The direction and size of the effect depend on tempo, volume, genre/congruency with the store, lyrics, customer goals, and context.

How it works (mechanisms)

• Mood/affect: Music that customers like or that fits the store makes them feel better and more likely to browse and buy.
• Arousal/physiological activation: Tempo and volume raise or lower arousal, which speeds up or slows down behavior.
• Time perception: Music can make time feel like it passes faster or slower, changing perceived waiting/browsing time.
• Priming and brand fit: Genre and lyrical content prime associations (e.g., luxury, youthful, sporty) that shift perceived product quality and fit.
• Cognitive load/distraction: Music with prominent lyrics or high complexity can reduce attention for tasks that require concentration (e.g., reading labels, comparing specs).

Typical effects observed (general patterns)

• Tempo: Slower tempo tends to slow shopper movement and increase time spent and sometimes spending (useful for browse-oriented environments); faster tempo tends to speed movement and reduce time in store (sometimes desirable in fast-food or high-traffic settings).
• Volume: Moderate volume is stimulating; very loud music can reduce time spent and make shoppers uncomfortable.
• Genre/congruency: When music matches the retailer’s image (e.g., classical in a high-end shop, contemporary pop in a youth store) shoppers rate products more positively and show higher purchase intent.
• Familiarity/liking: Familiar and well-liked tracks tend to increase approach behavior and willingness to buy.
• Lyrics vs instrumental: Instrumental or non-lyrical music is less likely to interfere with cognitive tasks; lyrics can be distracting in product-comparison contexts.
• Product type & shopping motive: Hedonic shoppers (seeking enjoyment) respond more to music than utilitarian shoppers (on a mission). For experiential products (fashion, restaurants), music has stronger influence than for purely functional goods.

Moderators and caveats

• The same music can have very different effects depending on time of day, crowding, store layout, and customer demographics (age, culture, personality).
• Effects are not universal—some studies find small or context-dependent effects—so local testing is important.
• Overly repetitive playlists cause annoyance and can harm brand perception.

Practical recommendations for retailers

• Define the goal: increase dwell time, speed throughput, support a premium image, or create a relaxed atmosphere—choose music parameters to match.
• Tempo guidelines: use slower tempos for leisurely browsing (often ~60–80 BPM); use faster tempos when you want quicker turnover (often >100 BPM). (Treat these as starting points to test.)
• Keep volume at a comfortable background level—audible but not overwhelming.
• Prioritize congruence: pick genres and instrumentation that match brand identity and target customer tastes.
• Prefer instrumental or low-lyric tracks in areas where shoppers need to concentrate (e.g., electronics specs).
• Vary playlists and use long rotations to avoid repetition and listener fatigue.
• Segment by time/day or area: different zones (entrance, checkout) or times (weekend vs weekday) can use different music to meet differing goals.
• Ensure legal compliance: obtain appropriate public-performance licenses for the music you play.

How to test and measure impact

• Run controlled A/B tests (different playlists, tempo/volume settings) with random assignment of stores or time blocks.
• Track KPIs: dwell time, conversion rate, average basket value, units per transaction, and customer satisfaction/Net Promoter Score.
• Combine behavioral data (POS, footfall sensors) with short in-store surveys for perceived atmosphere and product evaluations.
• Run tests for a long enough period to avoid novelty effects (several weeks per condition is common).

Quick takeaways

• Music is a low-cost tool with measurable effects but it must match your brand and customer goals.
• Tempo influences pace; genre/congruency influences perception and willingness to pay; volume and lyrics affect comfort and attention.
• Always test in your environment and measure real KPIs.

If you want, I can: (a) suggest specific playlist templates for a particular store type (e.g., boutique clothing, supermarket, café), or (b) draft an A/B test plan and the metrics to track. Which would you like?