Smart mirrors, integrating advanced technologies to improve the in-store shopping experience, elicit varied consumer reactions. This study investigates the acceptability of smart mirrors in the context of shopping in Tunisia. Following a qualitative methodology, semi-structured interviews were conducted with 20 participants who experienced augmented reality (AR) devices. The study aims to explore the perception of smart mirrors among Tunisian consumers, examining both the potential advantages and disadvantages. The findings highlight mixed reactions: while the innovative and interactive nature of smart mirrors is appreciated, concerns arise about their complexity, cost, and potential psychological discomfort. These factors often counterbalance the perceived benefits. However, the study’s small sample size limits its ability to capture the full range of Tunisian consumer perspectives. Future research could better explore comparative and cultural dimensions to assess smart mirrors’ impact on physical shopping experiences. From a managerial perspective, the insights offer guidance for brands in Tunisia to enhance the integration of smart mirrors at points of sale, ensuring a more engaging and satisfying user experience.