diff --git a/.changeset/tall-ligers-admire.md b/.changeset/tall-ligers-admire.md
new file mode 100644
index 000000000..86475075b
--- /dev/null
+++ b/.changeset/tall-ligers-admire.md
@@ -0,0 +1,5 @@
+---
+'@segment/analytics-next': minor
+---
+
+Creating universal storage layer and passing it to plugins
diff --git a/packages/browser/package.json b/packages/browser/package.json
index 99195b09f..d22f94993 100644
--- a/packages/browser/package.json
+++ b/packages/browser/package.json
@@ -43,7 +43,7 @@
   "size-limit": [
     {
       "path": "dist/umd/index.js",
-      "limit": "27.3 KB"
+      "limit": "28.0 KB"
     }
   ],
   "dependencies": {
diff --git a/packages/browser/src/browser/__tests__/integration.test.ts b/packages/browser/src/browser/__tests__/integration.test.ts
index e05e68419..ccb366981 100644
--- a/packages/browser/src/browser/__tests__/integration.test.ts
+++ b/packages/browser/src/browser/__tests__/integration.test.ts
@@ -15,9 +15,12 @@ import * as SegmentPlugin from '../../plugins/segmentio'
 import jar from 'js-cookie'
 import { PriorityQueue } from '../../lib/priority-queue'
 import { getCDN, setGlobalCDNUrl } from '../../lib/parse-cdn'
+import { UniversalStorage } from '../../core/user'
 import { clearAjsBrowserStorage } from '../../test-helpers/browser-storage'
 import { ActionDestination } from '@/plugins/remote-loader'
 
+const storage = {} as UniversalStorage
+
 let fetchCalls: Array<any>[] = []
 
 jest.mock('unfetch', () => {
@@ -879,7 +882,8 @@ describe('retries', () => {
           throw new Error('aaay')
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     // Dispatching an event will push it into the priority queue.
@@ -907,7 +911,8 @@ describe('retries', () => {
         ready: () => Promise.resolve(true),
         track: (ctx) => ctx,
       },
-      ajs
+      ajs,
+      storage
     )
 
     // @ts-ignore ignore reassining function
diff --git a/packages/browser/src/core/analytics/index.ts b/packages/browser/src/core/analytics/index.ts
index 150e74180..273ce0189 100644
--- a/packages/browser/src/core/analytics/index.ts
+++ b/packages/browser/src/core/analytics/index.ts
@@ -24,7 +24,15 @@ import {
 } from '../events'
 import { Plugin } from '../plugin'
 import { EventQueue } from '../queue/event-queue'
-import { CookieOptions, Group, ID, User, UserOptions } from '../user'
+import {
+  CookieOptions,
+  getAvailableStorageOptions,
+  Group,
+  ID,
+  UniversalStorage,
+  User,
+  UserOptions,
+} from '../user'
 import autoBind from '../../lib/bind-all'
 import { PersistedPriorityQueue } from '../../lib/priority-queue/persisted'
 import type { LegacyDestination } from '../../plugins/ajs-destination'
@@ -102,6 +110,9 @@ export class Analytics
   private _group: Group
   private eventFactory: EventFactory
   private _debug = false
+  private _universalStorage: UniversalStorage<{
+    [k: string]: unknown
+  }>
 
   initialized = false
   integrations: Integrations
@@ -122,6 +133,14 @@ export class Analytics
     this.settings.timeout = this.settings.timeout ?? 300
     this.queue =
       queue ?? createDefaultQueue(options?.retryQueue, disablePersistance)
+
+    this._universalStorage = new UniversalStorage(
+      disablePersistance !== false
+        ? ['localStorage', 'cookie', 'memory']
+        : ['memory'],
+      getAvailableStorageOptions(cookieOptions)
+    )
+
     this._user =
       user ??
       new User(
@@ -304,7 +323,7 @@ export class Analytics
     const ctx = Context.system()
 
     const registrations = plugins.map((xt) =>
-      this.queue.register(ctx, xt, this)
+      this.queue.register(ctx, xt, this, this._universalStorage)
     )
     await Promise.all(registrations)
 
diff --git a/packages/browser/src/core/plugin/index.ts b/packages/browser/src/core/plugin/index.ts
index 578ef256b..3dd455c6b 100644
--- a/packages/browser/src/core/plugin/index.ts
+++ b/packages/browser/src/core/plugin/index.ts
@@ -1,10 +1,12 @@
 import { Analytics } from '../analytics'
 import { Context } from '../context'
+import { UniversalStorage } from '../user'
 
 interface PluginConfig {
   // eslint-disable-next-line @typescript-eslint/no-explicit-any
-  options: any
-  priority: 'critical' | 'non-critical' // whether AJS should expect this plugin to be loaded before starting event delivery
+  options?: any
+  priority?: 'critical' | 'non-critical' // whether AJS should expect this plugin to be loaded before starting event delivery
+  storage?: UniversalStorage
 }
 
 // enrichment - modifies the event. Enrichment can happen in parallel, by reducing all changes in the final event. Failures in this stage could halt event delivery.
diff --git a/packages/browser/src/core/queue/__tests__/event-queue.test.ts b/packages/browser/src/core/queue/__tests__/event-queue.test.ts
index 8e024a190..2fb6f19b5 100644
--- a/packages/browser/src/core/queue/__tests__/event-queue.test.ts
+++ b/packages/browser/src/core/queue/__tests__/event-queue.test.ts
@@ -12,6 +12,9 @@ import { Plugin } from '../../plugin'
 import { EventQueue } from '../event-queue'
 import { pTimeout } from '../../callback'
 import { ActionDestination } from '../../../plugins/remote-loader'
+import { UniversalStorage } from '../../user'
+
+const storage = {} as UniversalStorage
 
 async function flushAll(eq: EventQueue): Promise<Context[]> {
   const flushSpy = jest.spyOn(eq, 'flush')
@@ -149,7 +152,8 @@ describe('Flushing', () => {
           return Promise.resolve(ctx)
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     eq.dispatch(fruitBasket)
@@ -219,7 +223,8 @@ describe('Flushing', () => {
           return Promise.resolve(ctx)
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     eq.dispatch(fruitBasket)
@@ -257,7 +262,8 @@ describe('Flushing', () => {
           return ctx
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const dispatches = [
@@ -294,7 +300,8 @@ describe('Flushing', () => {
           return ctx
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const context = await eq.dispatchSingle(fruitBasket)
@@ -321,7 +328,8 @@ describe('Flushing', () => {
           return Promise.resolve(ctx)
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     eq.dispatch(fruitBasket)
@@ -362,7 +370,8 @@ describe('Flushing', () => {
           return Promise.resolve(ctx)
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const fruitBasketDelivery = eq.dispatch(fruitBasket)
@@ -429,9 +438,9 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -462,9 +471,9 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -496,9 +505,9 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -530,9 +539,9 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -563,9 +572,9 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -598,8 +607,8 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -632,8 +641,8 @@ describe('Flushing', () => {
 
       const ctx = new Context(evt)
 
-      await eq.register(Context.system(), fullstory, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), fullstory, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
 
       eq.dispatch(ctx)
 
@@ -663,9 +672,9 @@ describe('Flushing', () => {
       }
 
       const ctx = new Context(evt)
-      await eq.register(Context.system(), amplitude, ajs)
-      await eq.register(Context.system(), mixPanel, ajs)
-      await eq.register(Context.system(), segmentio, ajs)
+      await eq.register(Context.system(), amplitude, ajs, storage)
+      await eq.register(Context.system(), mixPanel, ajs, storage)
+      await eq.register(Context.system(), segmentio, ajs, storage)
       await eq.dispatch(ctx)
 
       const skipAmplitudeAndSegment: MiddlewareFunction = ({
@@ -684,7 +693,8 @@ describe('Flushing', () => {
       await eq.register(
         Context.system(),
         sourceMiddlewarePlugin(skipAmplitudeAndSegment, {}),
-        ajs
+        ajs,
+        storage
       )
 
       await eq.dispatch(ctx)
@@ -702,7 +712,9 @@ describe('deregister', () => {
     const toBeRemoved = { ...testPlugin, name: 'remove-me' }
     const plugins = [testPlugin, toBeRemoved]
 
-    const promises = plugins.map((p) => eq.register(Context.system(), p, ajs))
+    const promises = plugins.map((p) =>
+      eq.register(Context.system(), p, ajs, storage)
+    )
     await Promise.all(promises)
 
     await eq.deregister(Context.system(), toBeRemoved, ajs)
@@ -715,7 +727,9 @@ describe('deregister', () => {
     const toBeRemoved = { ...testPlugin, name: 'remove-me', unload: jest.fn() }
     const plugins = [testPlugin, toBeRemoved]
 
-    const promises = plugins.map((p) => eq.register(Context.system(), p, ajs))
+    const promises = plugins.map((p) =>
+      eq.register(Context.system(), p, ajs, storage)
+    )
     await Promise.all(promises)
 
     await eq.deregister(Context.system(), toBeRemoved, ajs)
@@ -778,7 +792,8 @@ describe('dispatchSingle', () => {
           return Promise.resolve(ctx)
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     expect(eq.queue.length).toBe(0)
diff --git a/packages/browser/src/core/queue/__tests__/extension-flushing.test.ts b/packages/browser/src/core/queue/__tests__/extension-flushing.test.ts
index bae1ddf73..1dd7bbed1 100644
--- a/packages/browser/src/core/queue/__tests__/extension-flushing.test.ts
+++ b/packages/browser/src/core/queue/__tests__/extension-flushing.test.ts
@@ -4,6 +4,7 @@ import { PriorityQueue } from '../../../lib/priority-queue'
 import { Context } from '../../context'
 import { Plugin } from '../../plugin'
 import { EventQueue } from '../event-queue'
+import { UniversalStorage } from '../../user'
 
 const fruitBasket = new Context({
   type: 'track',
@@ -24,6 +25,7 @@ const testPlugin: Plugin = {
 }
 
 const ajs = {} as Analytics
+const storage = {} as UniversalStorage
 
 describe('Registration', () => {
   test('can register plugins', async () => {
@@ -39,9 +41,9 @@ describe('Registration', () => {
     }
 
     const ctx = Context.system()
-    await eq.register(ctx, plugin, ajs)
+    await eq.register(ctx, plugin, ajs, storage)
 
-    expect(load).toHaveBeenCalledWith(ctx, ajs)
+    expect(load).toHaveBeenCalledWith(ctx, ajs, { storage })
   })
 
   test('fails if plugin cant be loaded', async () => {
@@ -57,7 +59,7 @@ describe('Registration', () => {
 
     const ctx = Context.system()
     await expect(
-      eq.register(ctx, plugin, ajs)
+      eq.register(ctx, plugin, ajs, storage)
     ).rejects.toThrowErrorMatchingInlineSnapshot(`"👻"`)
   })
 
@@ -73,7 +75,7 @@ describe('Registration', () => {
     }
 
     const ctx = Context.system()
-    await eq.register(ctx, plugin, ajs)
+    await eq.register(ctx, plugin, ajs, storage)
 
     expect(ctx.logs()[0].level).toEqual('warn')
     expect(ctx.logs()[0].message).toEqual('Failed to load destination')
@@ -93,7 +95,8 @@ describe('Plugin flushing', () => {
         ...testPlugin,
         type: 'before',
       },
-      ajs
+      ajs,
+      storage
     )
 
     const flushed = await eq.dispatch(fruitBasket)
@@ -109,7 +112,8 @@ describe('Plugin flushing', () => {
           throw new Error('aaay')
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const failedFlush: Context = await eq
@@ -137,7 +141,8 @@ describe('Plugin flushing', () => {
           throw new Error('aaay')
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const flushed = await eq.dispatch(
@@ -168,8 +173,8 @@ describe('Plugin flushing', () => {
       type: 'destination',
     }
 
-    await eq.register(Context.system(), amplitude, ajs)
-    await eq.register(Context.system(), fullstory, ajs)
+    await eq.register(Context.system(), amplitude, ajs, storage)
+    await eq.register(Context.system(), fullstory, ajs, storage)
 
     const flushed = await eq.dispatch(
       new Context({
@@ -234,8 +239,8 @@ describe('Plugin flushing', () => {
       type: 'after',
     }
 
-    await eq.register(Context.system(), afterFailed, ajs)
-    await eq.register(Context.system(), after, ajs)
+    await eq.register(Context.system(), afterFailed, ajs, storage)
+    await eq.register(Context.system(), after, ajs, storage)
 
     const flushed = await eq.dispatch(
       new Context({
@@ -295,7 +300,8 @@ describe('Plugin flushing', () => {
           return ctx
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     await eq.register(
@@ -309,7 +315,8 @@ describe('Plugin flushing', () => {
           return ctx
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     await eq.register(
@@ -323,7 +330,8 @@ describe('Plugin flushing', () => {
           return ctx
         },
       },
-      ajs
+      ajs,
+      storage
     )
 
     const flushed = await eq.dispatch(
@@ -392,7 +400,7 @@ describe('Plugin flushing', () => {
     // shuffle plugins so we can verify order
     const plugins = shuffle([before, enrichment, enrichmentTwo, destination])
     for (const xt of plugins) {
-      await eq.register(Context.system(), xt, ajs)
+      await eq.register(Context.system(), xt, ajs, storage)
     }
 
     await eq.dispatch(
diff --git a/packages/browser/src/core/queue/event-queue.ts b/packages/browser/src/core/queue/event-queue.ts
index b5e16d6c4..d9e1d2935 100644
--- a/packages/browser/src/core/queue/event-queue.ts
+++ b/packages/browser/src/core/queue/event-queue.ts
@@ -10,6 +10,7 @@ import { Plugin } from '../plugin'
 import { createTaskGroup, TaskGroup } from '../task/task-group'
 import { attempt, ensure } from './delivery'
 import { inspectorHost } from '../inspector'
+import { UniversalStorage } from '../user'
 
 type PluginsByType = {
   before: Plugin[]
@@ -43,9 +44,10 @@ export class EventQueue extends Emitter {
   async register(
     ctx: Context,
     plugin: Plugin,
-    instance: Analytics
+    instance: Analytics,
+    storage: UniversalStorage
   ): Promise<void> {
-    await Promise.resolve(plugin.load(ctx, instance))
+    await Promise.resolve(plugin.load(ctx, instance, { storage }))
       .then(() => {
         this.plugins.push(plugin)
       })
diff --git a/packages/browser/src/core/user/__tests__/index.test.ts b/packages/browser/src/core/user/__tests__/index.test.ts
index 0e044b790..1f39c438c 100644
--- a/packages/browser/src/core/user/__tests__/index.test.ts
+++ b/packages/browser/src/core/user/__tests__/index.test.ts
@@ -1,4 +1,12 @@
-import { User, LocalStorage, Cookie, Group } from '..'
+import {
+  User,
+  LocalStorage,
+  Cookie,
+  Group,
+  UniversalStorage,
+  StoreType,
+  getAvailableStorageOptions,
+} from '..'
 import jar from 'js-cookie'
 import assert from 'assert'
 
@@ -734,10 +742,22 @@ describe('user', () => {
 
     it('load should preserve the original User cookie options', () => {
       user = new User(undefined, {
-        domain: 'foo',
-      }).load()
-      // @ts-ignore - we are testing the private properties here
-      expect(user.cookies['options'].domain).toEqual('foo')
+        domain: 'foo.com',
+      })
+      const setCookieSpy = jest.spyOn(jar, 'set')
+      user.load().anonymousId('anon-id')
+
+      expect(setCookieSpy).toHaveBeenLastCalledWith(
+        'ajs_anonymous_id',
+        'anon-id',
+        {
+          domain: 'foo.com',
+          expires: 365,
+          path: '/',
+          sameSite: 'Lax',
+          secure: undefined,
+        }
+      )
     })
   })
 })
@@ -925,3 +945,157 @@ describe('Custom cookie params', () => {
     expect(customUser.traits()).toEqual({ trait: true })
   })
 })
+
+describe('universal storage', function () {
+  const defaultTargets = ['cookie', 'localStorage', 'memory'] as StoreType[]
+  const getFromLS = (key: string) => JSON.parse(localStorage.getItem(key) ?? '')
+  beforeEach(function () {
+    clear()
+  })
+
+  describe('#get', function () {
+    it('picks data from cookies first', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage(
+        defaultTargets,
+        getAvailableStorageOptions()
+      )
+      expect(us.get('ajs_test_key')).toEqual('🍪')
+    })
+
+    it('picks data from localStorage if there is no cookie target', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage(
+        ['localStorage', 'memory'],
+        getAvailableStorageOptions()
+      )
+      expect(us.get('ajs_test_key')).toEqual('💾')
+    })
+
+    it('get data from memory', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage(['memory'], getAvailableStorageOptions())
+      expect(us.get('ajs_test_key')).toBeNull()
+    })
+
+    it('order of default targets matters!', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage(
+        ['cookie', 'localStorage', 'memory'],
+        getAvailableStorageOptions()
+      )
+      expect(us.get('ajs_test_key')).toEqual('🍪')
+    })
+
+    it('returns null if there are no storage targets', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage([], getAvailableStorageOptions())
+      expect(us.get('ajs_test_key')).toBeNull()
+    })
+
+    it('can override the default targets', function () {
+      jar.set('ajs_test_key', '🍪')
+      localStorage.setItem('ajs_test_key', '💾')
+      const us = new UniversalStorage(
+        defaultTargets,
+        getAvailableStorageOptions()
+      )
+      expect(us.get('ajs_test_key', ['localStorage'])).toEqual('💾')
+      expect(us.get('ajs_test_key', ['localStorage', 'memory'])).toEqual('💾')
+      expect(us.get('ajs_test_key', ['cookie', 'memory'])).toEqual('🍪')
+      expect(us.get('ajs_test_key', ['cookie', 'localStorage'])).toEqual('🍪')
+      expect(us.get('ajs_test_key', ['cookie'])).toEqual('🍪')
+      expect(us.get('ajs_test_key', ['memory'])).toEqual(null)
+    })
+  })
+
+  describe('#set', function () {
+    it('set the data in all storage types', function () {
+      const us = new UniversalStorage<{ ajs_test_key: string }>(
+        defaultTargets,
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual('💰')
+      expect(getFromLS('ajs_test_key')).toEqual('💰')
+    })
+
+    it('skip saving data to localStorage', function () {
+      const us = new UniversalStorage(
+        ['cookie', 'memory'],
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual('💰')
+      expect(localStorage.getItem('ajs_test_key')).toEqual(null)
+    })
+
+    it('skip saving data to cookie', function () {
+      const us = new UniversalStorage(
+        ['localStorage', 'memory'],
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual(undefined)
+      expect(getFromLS('ajs_test_key')).toEqual('💰')
+    })
+
+    it('can save and retrieve from memory when there is no other storage', function () {
+      const us = new UniversalStorage(['memory'], getAvailableStorageOptions())
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual(undefined)
+      expect(localStorage.getItem('ajs_test_key')).toEqual(null)
+      expect(us.get('ajs_test_key')).toEqual('💰')
+    })
+
+    it('does not write to cookies when cookies are not available', function () {
+      jest.spyOn(Cookie, 'available').mockReturnValueOnce(false)
+      const us = new UniversalStorage(
+        ['localStorage', 'cookie', 'memory'],
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual(undefined)
+      expect(getFromLS('ajs_test_key')).toEqual('💰')
+      expect(us.get('ajs_test_key')).toEqual('💰')
+    })
+
+    it('does not write to LS when LS is not available', function () {
+      jest.spyOn(LocalStorage, 'available').mockReturnValueOnce(false)
+      const us = new UniversalStorage(
+        ['localStorage', 'cookie', 'memory'],
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰')
+      expect(jar.get('ajs_test_key')).toEqual('💰')
+      expect(localStorage.getItem('ajs_test_key')).toEqual(null)
+      expect(us.get('ajs_test_key')).toEqual('💰')
+    })
+
+    it('can override the default targets', function () {
+      const us = new UniversalStorage(
+        defaultTargets,
+        getAvailableStorageOptions()
+      )
+      us.set('ajs_test_key', '💰', ['localStorage'])
+      expect(jar.get('ajs_test_key')).toEqual(undefined)
+      expect(getFromLS('ajs_test_key')).toEqual('💰')
+      expect(us.get('ajs_test_key')).toEqual('💰')
+
+      us.set('ajs_test_key_2', '🦴', ['cookie'])
+      expect(jar.get('ajs_test_key_2')).toEqual('🦴')
+      expect(localStorage.getItem('ajs_test_key_2')).toEqual(null)
+      expect(us.get('ajs_test_key_2')).toEqual('🦴')
+
+      us.set('ajs_test_key_3', '👻', [])
+      expect(jar.get('ajs_test_key_3')).toEqual(undefined)
+      expect(localStorage.getItem('ajs_test_key_3')).toEqual(null)
+      expect(us.get('ajs_test_key_3')).toEqual(null)
+    })
+  })
+})
diff --git a/packages/browser/src/core/user/index.ts b/packages/browser/src/core/user/index.ts
index c8c4e1cd3..799f2a96a 100644
--- a/packages/browser/src/core/user/index.ts
+++ b/packages/browser/src/core/user/index.ts
@@ -35,6 +35,10 @@ const defaults = {
   },
 }
 
+export type StoreType = 'cookie' | 'localStorage' | 'memory'
+
+type StorageObject = Record<string, unknown>
+
 class Store {
   private cache: Record<string, unknown> = {}
 
@@ -50,6 +54,9 @@ class Store {
   remove(key: string): void {
     delete this.cache[key]
   }
+  get type(): StoreType {
+    return 'memory'
+  }
 }
 
 const ONE_YEAR = 365
@@ -128,12 +135,10 @@ export class Cookie extends Store {
   remove(key: string): void {
     return jar.remove(key, this.opts())
   }
-}
 
-class NullStorage extends Store {
-  get = (_key: string): null => null
-  set = (_key: string, _val: unknown): null => null
-  remove = (_key: string): void => {}
+  get type(): StoreType {
+    return 'cookie'
+  }
 }
 
 const localStorageWarning = (key: string, state: 'full' | 'unavailable') => {
@@ -186,6 +191,10 @@ export class LocalStorage extends Store {
       localStorageWarning(key, 'unavailable')
     }
   }
+
+  get type(): StoreType {
+    return 'localStorage'
+  }
 }
 
 export interface CookieOptions {
@@ -196,18 +205,121 @@ export interface CookieOptions {
   sameSite?: string
 }
 
+export class UniversalStorage<Data extends StorageObject = StorageObject> {
+  private enabledStores: StoreType[]
+  private storageOptions: StorageOptions
+
+  constructor(stores: StoreType[], storageOptions: StorageOptions) {
+    this.storageOptions = storageOptions
+    this.enabledStores = stores
+  }
+
+  private getStores(storeTypes: StoreType[] | undefined): Store[] {
+    const stores: Store[] = []
+    this.enabledStores
+      .filter((i) => !storeTypes || storeTypes?.includes(i))
+      .forEach((storeType) => {
+        const storage = this.storageOptions[storeType]
+        if (storage !== undefined) {
+          stores.push(storage)
+        }
+      })
+
+    return stores
+  }
+
+  /*
+    This is to support few scenarios where:  
+    - value exist in one of the stores ( as a result of other stores being cleared from browser ) and we want to resync them 
+    - read values in AJS 1.0 format ( for customers after 1.0 --> 2.0 migration ) and then re-write them in AJS 2.0 format
+  */
+  public getAndSync<K extends keyof Data>(
+    key: K,
+    storeTypes?: StoreType[]
+  ): Data[K] | null {
+    const val = this.get(key, storeTypes)
+
+    return this.set(
+      key,
+      //@ts-ignore TODO: legacy behavior, getAndSync can change the type of a value from number to string (AJS 1.0 stores numerical values as a number)
+      typeof val === 'number' ? val.toString() : val,
+      storeTypes
+    ) as Data[K] | null
+  }
+
+  public get<K extends keyof Data>(
+    key: K,
+    storeTypes?: StoreType[]
+  ): Data[K] | null {
+    let val = null
+
+    for (const store of this.getStores(storeTypes)) {
+      val = store.get<Data[K]>(key)
+      if (val) {
+        return val
+      }
+    }
+    return null
+  }
+
+  public set<K extends keyof Data>(
+    key: K,
+    value: Data[K] | null,
+    storeTypes?: StoreType[]
+  ): Data[K] | null {
+    for (const store of this.getStores(storeTypes)) {
+      store.set(key, value)
+    }
+    return value
+  }
+
+  public clear<K extends keyof Data>(key: K, storeTypes?: StoreType[]): void {
+    for (const store of this.getStores(storeTypes)) {
+      store.remove(key)
+    }
+  }
+}
+
+type StorageOptions = {
+  cookie: Cookie | undefined
+  localStorage: LocalStorage | undefined
+  memory: Store
+}
+
+export function getAvailableStorageOptions(
+  cookieOptions?: CookieOptions
+): StorageOptions {
+  return {
+    cookie: Cookie.available() ? new Cookie(cookieOptions) : undefined,
+    localStorage: LocalStorage.available() ? new LocalStorage() : undefined,
+    memory: new Store(),
+  }
+}
+
 export class User {
   static defaults = defaults
 
-  private cookies: Store
-  private localStorage: Store
-  private mem: Store
-
   private idKey: string
   private traitsKey: string
   private anonKey: string
   private cookieOptions?: CookieOptions
 
+  private legacyUserStore: UniversalStorage<{
+    [k: string]:
+      | {
+          id?: string
+          traits?: Traits
+        }
+      | string
+  }>
+  private traitsStore: UniversalStorage<{
+    [k: string]: Traits
+  }>
+
+  private identityStore: UniversalStorage<{
+    [k: string]: string
+  }>
+
   options: UserOptions = {}
 
   constructor(options: UserOptions = defaults, cookieOptions?: CookieOptions) {
@@ -221,66 +333,56 @@ export class User {
     const isDisabled = options.disable === true
     const shouldPersist = options.persist !== false
 
-    this.localStorage =
-      isDisabled ||
-      options.localStorageFallbackDisabled ||
-      !shouldPersist ||
-      !LocalStorage.available()
-        ? new NullStorage()
-        : new LocalStorage()
+    let defaultStorageTargets: StoreType[] = isDisabled
+      ? []
+      : shouldPersist
+      ? ['localStorage', 'cookie', 'memory']
+      : ['memory']
 
-    this.cookies =
-      !isDisabled && shouldPersist && Cookie.available()
-        ? new Cookie(cookieOptions)
-        : new NullStorage()
+    const storageOptions = getAvailableStorageOptions(cookieOptions)
+
+    if (options.localStorageFallbackDisabled) {
+      defaultStorageTargets = defaultStorageTargets.filter(
+        (t) => t !== 'localStorage'
+      )
+    }
 
-    this.mem = isDisabled ? new NullStorage() : new Store()
+    this.identityStore = new UniversalStorage(
+      defaultStorageTargets,
+      storageOptions
+    )
+
+    // using only cookies for legacy user store
+    this.legacyUserStore = new UniversalStorage(
+      defaultStorageTargets.filter(
+        (t) => t !== 'localStorage' && t !== 'memory'
+      ),
+      storageOptions
+    )
 
-    const legacyUser = this.cookies.get<{ id?: string; traits?: Traits }>(
-      defaults.cookie.oldKey
+    // using only localStorage / memory for traits store
+    this.traitsStore = new UniversalStorage(
+      defaultStorageTargets.filter((t) => t !== 'cookie'),
+      storageOptions
     )
-    if (legacyUser) {
+
+    const legacyUser = this.legacyUserStore.get(defaults.cookie.oldKey)
+    if (legacyUser && typeof legacyUser === 'object') {
       legacyUser.id && this.id(legacyUser.id)
       legacyUser.traits && this.traits(legacyUser.traits)
     }
     autoBind(this)
   }
 
-  private chainGet<T>(key: string): T | null {
-    const val =
-      this.localStorage.get(key) ??
-      this.cookies.get(key) ??
-      this.mem.get(key) ??
-      null
-
-    return this.trySet(
-      key,
-      typeof val === 'number' ? val.toString() : val
-    ) as T | null
-  }
-
-  private trySet<T>(key: string, value: T): T | null {
-    this.localStorage.set(key, value)
-    this.cookies.set(key, value)
-    this.mem.set(key, value)
-    return value
-  }
-
-  private chainClear(key: string): void {
-    this.localStorage.remove(key)
-    this.cookies.remove(key)
-    this.mem.remove(key)
-  }
-
   id = (id?: ID): ID => {
     if (this.options.disable) {
       return null
     }
 
-    const prevId = this.chainGet(this.idKey)
+    const prevId = this.identityStore.getAndSync(this.idKey)
 
     if (id !== undefined) {
-      this.trySet(this.idKey, id)
+      this.identityStore.set(this.idKey, id)
 
       const changingIdentity = id !== prevId && prevId !== null && id !== null
       if (changingIdentity) {
@@ -288,15 +390,15 @@ export class User {
       }
     }
 
-    return (
-      this.chainGet(this.idKey) ??
-      this.cookies.get(defaults.cookie.oldKey) ??
-      null
-    )
+    const retId = this.identityStore.getAndSync(this.idKey)
+    if (retId) return retId
+
+    const retLeg = this.legacyUserStore.get(defaults.cookie.oldKey)
+    return retLeg ? (typeof retLeg === 'object' ? retLeg.id : retLeg) : null
   }
 
   private legacySIO(): [string, string] | null {
-    const val = this.cookies.get('_sio') as string
+    const val = this.legacyUserStore.get('_sio') as string
     if (!val) {
       return null
     }
@@ -310,7 +412,8 @@ export class User {
     }
 
     if (id === undefined) {
-      const val = this.chainGet<ID>(this.anonKey) ?? this.legacySIO()?.[0]
+      const val =
+        this.identityStore.getAndSync(this.anonKey) ?? this.legacySIO()?.[0]
 
       if (val) {
         return val
@@ -318,12 +421,12 @@ export class User {
     }
 
     if (id === null) {
-      this.trySet(this.anonKey, null)
-      return this.chainGet(this.anonKey)
+      this.identityStore.set(this.anonKey, null)
+      return this.identityStore.getAndSync(this.anonKey)
     }
 
-    this.trySet(this.anonKey, id ?? uuid())
-    return this.chainGet(this.anonKey)
+    this.identityStore.set(this.anonKey, id ?? uuid())
+    return this.identityStore.getAndSync(this.anonKey)
   }
 
   traits = (traits?: Traits | null): Traits | undefined => {
@@ -336,15 +439,10 @@ export class User {
     }
 
     if (traits) {
-      this.mem.set(this.traitsKey, traits ?? {})
-      this.localStorage.set(this.traitsKey, traits ?? {})
+      this.traitsStore.set(this.traitsKey, traits ?? {})
     }
 
-    return (
-      this.localStorage.get(this.traitsKey) ??
-      this.mem.get(this.traitsKey) ??
-      {}
-    )
+    return this.traitsStore.get(this.traitsKey) ?? {}
   }
 
   identify(id?: ID, traits?: Traits): void {
@@ -377,9 +475,9 @@ export class User {
 
   reset(): void {
     this.logout()
-    this.chainClear(this.idKey)
-    this.chainClear(this.anonKey)
-    this.chainClear(this.traitsKey)
+    this.identityStore.clear(this.idKey)
+    this.identityStore.clear(this.anonKey)
+    this.traitsStore.clear(this.traitsKey)
   }
 
   load(): User {
diff --git a/packages/browser/src/plugins/segmentio/normalize.ts b/packages/browser/src/plugins/segmentio/normalize.ts
index 93b9bfad9..b913c723b 100644
--- a/packages/browser/src/plugins/segmentio/normalize.ts
+++ b/packages/browser/src/plugins/segmentio/normalize.ts
@@ -7,6 +7,7 @@ import { tld } from '../../core/user/tld'
 import { SegmentFacade } from '../../lib/to-facade'
 import { SegmentioSettings } from './index'
 import { version } from '../../generated/version'
+import { getAvailableStorageOptions, UniversalStorage } from '../../core/user'
 
 let cookieOptions: jar.CookieAttributes | undefined
 function getCookieOptions(): jar.CookieAttributes {
@@ -94,11 +95,17 @@ function referrerId(
   ctx: SegmentEvent['context'],
   disablePersistance: boolean
 ): void {
-  let stored = jar.get('s:context.referrer')
-  let ad = ads(query)
+  const storage = new UniversalStorage<{
+    's:context.referrer': Ad
+  }>(
+    disablePersistance ? [] : ['cookie'],
+    getAvailableStorageOptions(getCookieOptions())
+  )
 
-  stored = stored ? JSON.parse(stored) : undefined
-  ad = ad ?? (stored as Ad | undefined)
+  const stored = storage.get('s:context.referrer')
+  let ad: Ad | undefined | null = ads(query)
+
+  ad = ad ?? stored
 
   if (!ad) {
     return
@@ -108,9 +115,7 @@ function referrerId(
     ctx.referrer = { ...ctx.referrer, ...ad }
   }
 
-  if (!disablePersistance) {
-    jar.set('s:context.referrer', JSON.stringify(ad), getCookieOptions())
-  }
+  storage.set('s:context.referrer', ad)
 }
 
 export function normalize(
diff --git a/packages/browser/src/plugins/validation/index.ts b/packages/browser/src/plugins/validation/index.ts
index ae46e6e7f..1a123ecf9 100644
--- a/packages/browser/src/plugins/validation/index.ts
+++ b/packages/browser/src/plugins/validation/index.ts
@@ -14,9 +14,7 @@ export function isFunction(obj: unknown): obj is Function {
   return typeof obj === 'function'
 }
 
-export function isPlainObject(
-  obj: unknown
-): obj is Record<string | symbol | number, any> {
+export function isPlainObject(obj: unknown): obj is Record<string, any> {
   return (
     Object.prototype.toString.call(obj).slice(8, -1).toLowerCase() === 'object'
   )
diff --git a/packages/browser/tsconfig.json b/packages/browser/tsconfig.json
index 14e0c3e37..9820d2908 100644
--- a/packages/browser/tsconfig.json
+++ b/packages/browser/tsconfig.json
@@ -11,7 +11,8 @@
     "baseUrl": "./src",
     "paths": {
       "@/*": ["./*"]
-    }
+    },
+    "keyofStringsOnly": true
   },
   "exclude": ["node_modules", "dist"]
 }