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Most AR research is conducted in controlled laboratory settings, leaving a gap in our understanding of AR\u2019s potentials and complexities in real-world environments. This paper explores the social aspects surrounding AR use in public spaces, by investigating the use of AR HMDs during two distinct use cases: shopping at a farmers market and outdoor presentations. Based on the analysis of observations and interviews with participants, passersby and vendors, we explore social impact of AR and share methodological and technological insights. We contribute seven lessons learned for researchers conducting AR studies in-the-wild. Our findings show that the current understanding of\n            <jats:italic toggle=\"yes\">non-users<\/jats:italic>\n            should be revisited for in-the-wild AR studies. 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