Consumers aren’t consistent. What they like, what they want, and what they’re willing to purchase change in response to social, economic, and demographic factors.
On a small scale, these changes are simply individual preferences. At large, they represent consumer trends: purchasing patterns that can directly impact brand success.
While some trends are short-lived, others have more staying power. Here are 10 consumer trends to watch in 2026, what they mean for your brand, and how you can make them work for you.
AI adoption grew steadily throughout 2025 and is expected to continue in 2026. According to Salsify’s “2026 Consumer Research” report, 22% of shoppers use AI search tools like ChatGPT for product research.
Millennials (30%) and Gen Zers (26%) are the most interested in using AI, while baby boomers (5%) are unsurprisingly the most resistant.
Although there’s an AI trust gap that leaves some shoppers wary of AI, detailed, time-saving (32%), convenience (32%), and personalized product recommendations (31%) are enough to sway shoppers to purchase an AI-recommended product, according to Salsify’s “2026 Consumer Research” report.
If brands can showcase the benefits of using AI, they’re more likely to sway shoppers.
After a year of economic downturn, Salsify consumer research reports that global ecommerce sales are expected to increase. eMarketer predicts that global ecommerce sales will account for 21.1% of total retail sales in 2026.
Consequently, the impact of global trade policies and economic instability has led to a decrease in spending, with only 9% spending online daily and 21% shopping weekly, according to Salsify consumer research.
Shoppers are becoming more selective: 39% are comparing prices more carefully before purchasing. There’s one silver lining, however — the secondhand fashion and luxury market is on the rise.
If brands want to capture the selective shopper, they need to monitor economic climates and adjust pricing accordingly.
According to Salsify research, high product quality and value are enough to influence 67% of consumers to trust a brand.
A whopping 68% of shoppers have spent more on a product in the last year because of brand trust. Gen Zers (81%) and millennials (78%) are most likely to shell out more for trusted brands.
Brand reputation (63%) and customer service and experience (54%) also heavily influence how brands are perceived. If brands want to increase sales, they need to ensure that shoppers view them in a positive light.
There’s no denying the success of social media for sales. As noted by Salsify research, social media (52%) is the third most popular discovery channel, and the top discovery channel for Gen Zers (73%) and social media (67%).
It’s no surprise that social media made our list last year and will continue to drive success through 2026. For brands, making the most of social media means understanding your audience. Which social channels do they prefer? What types of content do they search for, engage with, and comment on?
The more brands know about customers’ social preferences, the better they can create tailored experiences.
Influencers will remain a top consumer trend in 2026. According to a report from Sprout Social, 49% of consumers make purchases because of influencer posts.
For brands to make the most of influencers, several considerations are critical.
First, partner with influencers who can naturally and authentically interact with your products or services. If experiences seem staged or forced, buyers won’t bite.
It’s also important to consider your audience. As the Sprout Social report notes, Gen Z trusts influencers at a higher rate than other generations. With these buyers now ranging from 13 to 27 years of age, brands have the potential to tap a significant source of disposable income.
Brands can’t forget the need for continued omnichannel optimization.
More than half of shoppers say they research two to three channels for everyday essentials and mid-range items like fashion and apparel, and nearly 40% research two to three for big-ticket items like furniture.
Shoppers still prefer the omnichannel approach, with 67% webrooming — researching a product online before purchasing it in-store — and 53% showrooming — checking out a product in-store before buying it online.
As a result, optimizing omnichannel means that no matter how good a single touchpoint may be — for example, you might have a popular social channel or top-tier ecommerce store — it’s not enough on its own. Teamwork makes the dream work.
According to Salsify consumer research, the top factors that highlight product quality are:
Durability and longevity are top factors across every generation. If your current product content doesn’t properly convey these traits, it’s time for an update.
Ask a Duolingo user about the company’s mascot, Duo the Owl, and they’ll tell you all about him — how he pops up on notifications reminding them about doing their lesson for the day and how he’s completely not chill about the whole thing.
While this could have gone badly for Duolingo, the company instead leaned into the idea with a wildly popular viral marketing campaign. Customers love it, and engagement with the platform has increased.
Expect the value of viral trends to expand in 2026 as brands look to capture consumers’ constantly shifting attention. The trick to viral value? Know your audience and speak to what they want. There’s nothing more “cringe” than a brand trying too hard.
Allyship and inclusivity are becoming more important to consumers. According to recent research from the Association of National Advertisers (ANA), 82% of survey respondents say that brands should increase their LGBTQ+ marketing efforts.
Beyond LGBTQ+ representation, consumers are seeking broader inclusivity across age groups, abilities, body types, ethnicities, and gender identities in brand communications and products.
Prioritize authenticity and action to show support as a brand. Simply saying you’re an ally isn’t enough — consumers want to see inclusion reflected in marketing, sales, and social practices.
While 2026 will see an uptick in AI, brands also need to keep it real — literally. According to Getty Images survey data, 98% of consumers say that “authentic images and videos are pivotal in establishing trust.”
For brands, this means making AI transparency a top priority. If images are AI-generated or AI-enhanced, say so. If they’re authentic, make that clear. Customers understand the value of AI — they just don’t want to guess what’s real and what isn’t.
2026 promises to be an exciting year for consumer trends. Some old standbys are still in the running, like social media and influencers’ impact, while AI and sustainability are gaining ground.
Brands also need to pay attention to the cutting edge, as trends such as allyship and AI transparency become purchasing priorities.