This study investigates the effects of music on consumer behaviour and spending, and how different music genres influence consumer responses in a fashion retail environment. Data were collected via an online survey and analysed using SPSS Statistics to conduct variance analyses across demographic groups. The results indicate that in-store music exerts a generally positive influence on consumer behaviour (up to 68%), with instrumental music most effective at creating an inviting atmosphere (up to 65%). Gender differences were observed: 65% of male respondents preferred instrumental tracks, whereas 55% of female respondents favoured pop music. These findings have practical implications for retail managers seeking to optimise music selection to improve customer satisfaction and the overall shopping experience. In-store music plays a pivotal role in shaping consumers’ moods and behaviours, yet research examining its differential effects across genders within fashion retail contexts in Hong Kong remains limited.