New Consumer Research: How Will Shopper Spending Habits Change in 2026?

It’s fair to say the past few years have been anything but steady for ecommerce.

Inflation, rising living costs, and shifting shopper priorities have compelled consumers to reassess what (and how) they purchase. But as 2026 approaches, there are signs that shoppers are recalibrating. 

Some are still tightening their belts, while others are ready to spend more freely, especially younger generations who continue to shape the digital shelf.

This snapshot comes from Salsify’s “Ecommerce Pulse Report: Q4 2025,” which is based on a survey of more than 1,000 shoppers across the U.S., U.K., and Canada. 

Explore the key consumer research findings and how they’ll impact ecommerce over the next year. 

Consumer Research Reveals Shoppers Won’t Cut Back in 2026

Shoppers are entering 2026 with a very different mindset than they had just a year ago. 

According to the report, only 39% of consumers plan to spend less in 2026. That’s a big shift from the 69% who pledged to cut back in 2025, when “spend less” was practically the universal New Year’s resolution.

This time around, the mood feels more balanced: 30% expect to spend more in 2026, while another 31% plan to keep spending about the same. It’s a noticeable easing of consumer restraint. 

Shoppers aren’t as determined to slash budgets across the board, but they’re not exactly throwing caution to the wind either.

But even though shoppers are more willing to splash the cash this year, value remains front and center. Shoppers continue to weigh price against trust, convenience, and brand values. 

Millennials and Gen Zers Will Be the Biggest Spenders

When you zoom in by generation, the picture gets even more interesting. Younger shoppers are set to drive the bulk of spending growth in 2026, with 41% of millennials and 37% of Gen Zers saying they plan to spend more next year. 

These generations aren’t just willing to open their wallets, they’re also the most likely to experiment with new brands and embrace new shopping channels.

Gen Xers take a more cautious approach, with only 26% expecting to spend more, while a significant portion plan to either hold steady or cut back. And when it comes to baby boomers, half (50%) say they’ll spend the same in 2026, and just 11% plan to increase spending

When It Comes To Buying, Trust And Availability Matter Most

So what’s actually driving people to open (or close) their wallets in 2026? 

Shoppers still weigh every purchase carefully, and a mix of price, trust, and influence determines where their money goes.

Price Sensitivity Is Still a Top Trigger

More than half of consumers (55%) say they’ve switched brands for a better price or promotion, but lower prices don’t automatically win. 

Nearly 90% of shoppers are willing to pay more for a brand they trust, and 61% say personal values outweigh price during the holiday season. That means brands can’t just discount their way into loyalty; they must balance affordability with authenticity.

Reviews and Product Content Are Growing in Power 

Nearly a third of shoppers (32%) now say ratings and reviews are the most helpful factor in final purchase decisions  — a 7% jump year-over-year. Shoppers increasingly want social proof before they buy, and younger consumers in particular pay close attention to what others say.

Availability Is Non-Negotiable

When favorite products are out of stock, 58% of shoppers simply buy from another brand. It’s a stark reminder that loyalty can disappear overnight if your digital shelf is empty.

Don’t Overlook Influencers

Nearly 40% of shoppers say they’ve bought something because a social media influencer recommended it. That influence is especially strong with Gen Zers and millennials, but even Gen Xers and baby boomers are swayed to some degree.

AI Is Already a Major Player in the Shopping Journey

The report found that 64% of shoppers now use AI-powered tools to discover or research products. That means an increasing number of consumers let algorithms guide at least part of their decision-making process.

Unsurprisingly, Gen Zers (79%) and millennials (77%) lead the charge, but adoption is much broader than that. Even 60% of Gen Xers and more than a third of baby boomers (36%) turn to AI to help them shop. 

When it comes to the types of tools shoppers use, chatbots like ChatGPT top the list, with 54% of consumers saying they’ve used one to help them discover or evaluate a product. AI shopping assistants like Amazon’s Rufus, visual search, and virtual try-on tools are gaining traction, too, but chatbots are clearly the entry point for most.

AI is shaping what, how, and where people spend in 2026. For brands, that means optimizing product content so it’s not only consumer-friendly, but also AI-friendly, because algorithms are increasingly making the first call on what gets seen, compared, and purchased.

5 Ways To Win Over Shoppers in 2026

Winning over shoppers in 2026 requires a balance of pricing strategies, prioritizing reviews, personalization, adapting to AI, and reinforcing brand values. 

Adapt Your Pricing Strategies

Price is still a top reason shoppers switch brands, but discounts alone won’t secure loyalty. The brands that win balance competitive pricing with loyalty programs, unique bundles, and value-driven offers that go beyond just slashing margins.

Prioritize Reviews and User-Generated Content (UGC)

Nearly a third (28%) of shoppers say ratings and reviews are the most influential factor in purchase decisions, which shows that peer validation now matters more than price in many cases. 

Invest in Personalization

Gen Zers (53%) and millennials (48%) are especially receptive to tailored recommendations, and the right personalization strategy can drive repeat purchases. 

Personalization can look like tailored recommendations, personalized product detail pages, and targeted discounts. 

Be AI-Ready

With a large chunk of shoppers using AI to discover and research products, your product content needs to be optimized for both humans and machines. That means clear, accurate, and rich product pages that can feed AI engines as easily as they inform consumers.

Double Down on Trust and Values

Eighty-seven percent of consumers have made it clear they’ll pay more for brands they trust and that align with their values. This isn’t a stat to scoff at in the era of brand-switching. 

Your product pages should clearly highlight your brand’s values and messaging so like-minded consumers can easily find and align with your brand. 

The Next Chapter in Consumer Spending Starts Now

If 2025 was defined by shoppers tightening their belts, 2026 looks set to be a year of cautious optimism. Fewer consumers plan to cut back, while younger generations are ready to spend more. Additionally, technology is reshaping how products are discovered, researched, and ultimately purchased. 

For ecommerce leaders, the opportunity lies in meeting this moment with the right mix of pricing, trust-building, and innovation. Brands that adapt their strategies are well-positioned to capture growth in 2026 and beyond.