Consumer Behavior Trends That Will Matter in 2026

Updated Nov 19, 2025 • 27 min read

Consumer behavior trends are reshaping entire industries at an unprecedented pace. Food delivery alone has claimed a dramatically larger share of global food service spending, jumping from 9% in 2019 to 21% in 2024.

Yet this growth story masks a more complex reality. Consumer sentiment remains notably weaker than it was at the beginning of 2020, with 62% of global consumers expressing negative feelings about their country's economy.

This economic pessimism hasn't dampened consumer activity as much as you might expect. Armed with $16.1 trillion in spending power, shoppers continue finding new ways to spend. Over 90% of Chinese and US consumers report shopping at online-only retailers in the previous month. Social commerce searches have surged 65% over the past five years. Environmental concerns are also driving decisions, with 58% of consumers willing to pay premium prices for eco-friendly products.

Generational shifts add another layer of complexity to this evolving landscape. Gen Zers (born between 1996 and 2010) are projected to become both the largest and wealthiest generation in history. Their influence is already apparent in current spending patterns. Retailers offering same-day delivery now attract 82% more consumers, while Buy Now, Pay Later services saw adoption jump from roughly one-third of adults in early 2023 to 50% by 2024, a 36% increase.

These trends point toward a future where consumers will have more free time but potentially different spending priorities than today. From AI-powered personalization to subscription models that turn purchases into relationships, the most significant shifts will reshape how businesses connect with customers through 2026.

Key Takeaways

Understanding these consumer behavior shifts will be crucial for businesses preparing for the 2026 marketplace, where digital-native, values-driven shoppers reshape traditional retail models.

Social commerce dominates shopping: By 2026, over 17% of online sales will occur through social platforms, with livestream shopping reaching $50B in the US as consumers blur the lines between entertainment and purchasing.
AI personalization requires privacy balance: While AI-driven recommendations increase conversion rates by 70%, only 41% of consumers believe personalization benefits justify privacy costs, demanding transparent data practices.
Subscription economy transforms spending: The subscription market will reach $1.5 trillion by 2025, but consumers underestimate their spending by $133 monthly, creating opportunities for bundled services and retention strategies.
Economic pressure drives strategic spending: 57% of consumers actively seek deals (up 23% from last year), with over one-third trading down in some categories to splurge in others they value most.
Home wellness tech accelerates adoption: Mental wellness apps will reach $17.5B by 2030 while sleep tech grows to $68.8B by 2032, as consumers prioritize preventive health solutions at home.

1. Who is the 2026 consumer?

The 2026 consumer lives within a web of contradictions that would baffle traditional marketers. They crave personalized experiences while guarding their data fiercely. They demand instant digital gratification yet hunger for authentic human connections. What drives these paradoxes, and how can brands navigate them successfully?

Understanding these tensions becomes essential as consumer behavior grows more complex. The challenge isn't just meeting expectations—it's anticipating needs that consumers themselves might not fully articulate.

Digital-first, mobile-savvy, and socially conscious

Values-driven purchasing has moved from niche to mainstream. 69% of consumers now prefer brands committed to socially conscious causes, while 68% favor companies creating positive online environments. Another 60% gravitate toward brands prioritizing diversity and inclusivity.

This socially conscious mindset extends beyond purchase decisions into community behavior. 63% of shoppers left ratings or reviews in the past year, with 42% doing so specifically to help fellow shoppers make informed decisions. We're witnessing a fundamental shift toward consumer-to-consumer support and information sharing.

Digital platforms shape how people learn and connect in ways that go beyond simple entertainment. 82% of consumers report that YouTube helps them understand different lifestyles, cultures, and perspectives. Meanwhile, 64% turn to the platform specifically to improve their mood, highlighting the emotional dimension of digital consumption.

Demand for personalization and transparency

Here's where things get complicated. 64% of consumers express genuine interest in tailored experiences, yet only 41% believe the benefits justify the privacy costs. This creates what we might call the personalization paradox—wanting customization while resisting the data sharing that makes it possible.

Trust in data handling remains troublingly low:

Only 39% believe their personal information is used responsibly.
46% would share information more willingly if businesses were transparent about collection practices.
45% expect to control or delete their collected data themselves.

Successful personalization in 2026 will require a different approach. Companies must clearly explain how customer data gets collected and applied, balancing relevance without crossing into invasiveness. Transparency builds trust, which fosters loyalty—particularly important in industries where switching providers takes minimal effort.

Generational differences in values and habits

Gen Z wields significant purchasing influence, prioritizing experiences, digital goods, and sustainable brands. Social media heavily influences their consumption habits, with 60% making purchase decisions based on influencer recommendations. About 60% are willing to pay premium prices for sustainable products, reflecting their values-driven approach to spending.

Millennials exhibit their own distinct patterns. Approximately 75% prefer online shopping, and like their younger counterparts, 60% prioritize sustainability in purchasing decisions. Their tech-savviness and experience-focused mindset continue shaping market dynamics.

The wealth transfer to younger generations will accelerate existing trends. Gen Z is projected to surpass Baby Boomers in purchasing power by 2030, fueled by an estimated $68 trillion wealth transfer. This shift will amplify trends toward digital-first, values-aligned, and experience-oriented consumption.

Admittedly, broad generational categorizations have limitations. Each generation comprises unique individuals with diverse lifestyles and purchasing habits. The most effective strategies will balance generational insights with personalized approaches that respect consumer privacy and build authentic connections.

Shopping boundaries are disappearing faster than anyone predicted. Consumers now move fluidly between social media and retail platforms, abandoning the traditional linear purchasing journey for something far more dynamic. Discovery, evaluation, and checkout happen across multiple touchpoints — sometimes all at once.

The global social commerce landscape is expanding at breakneck speed, with sales projected to reach USD 100.00 billion in the U.S. alone by 2026. This isn't just growth — it's a fundamental shift in how people shop. Over 17% of all online sales are expected to occur through social platforms by 2025.

What makes mobile apps so effective? They convert product viewers into buyers at nearly three times the rate of mobile web ads. The immersive, streamlined experiences explain this dramatic difference. With global mobile connections reaching 10.37 billion as of September 2024, it's no surprise that in-app purchases have surged to USD 195.74 billion in 2024 and are projected to grow at a CAGR of 20.70% through 2034.

Consider this: 46% of Americans now research products and services via mobile apps. These platforms have become essential touchpoints in purchase decisions. AI-powered analytics are making the experience even more compelling by analyzing behavior patterns and delivering personalized recommendations.

Livestream shopping and creator-led sales

Livestream shopping has evolved into a retail powerhouse, with U.S. sales reaching USD 50.00 billion in 2023. By 2026, these figures are expected to grow by 36%, accounting for over 5% of all North American e-commerce sales.

China offers a glimpse of what's possible when entertainment and commerce truly converge. Livestreaming e-commerce generated nearly USD 682.50 billion in 2023 — a remarkable jump from USD 57.12 billion in 2019. The market is projected to reach USD 1.11 trillion by 2026.

Creator influence has become impossible to ignore. Research shows that 65% of consumers have purchased a creator-founded product or service, with this figure rising to 91% among 16- to 24-year-olds. Even more telling: 27% of consumers are now more likely to buy from creators than traditional brands.

The ripple effects extend beyond direct sales. 47% of consumers visit a brand's website after engaging with creator content. Among Gen Z consumers, 35% look to content creators to guide their purchase decisions — significantly higher than Gen X (18%) and Baby Boomers (7%).

Omnichannel experiences across platforms

Shopping journeys have fragmented into what experts call "micromoments" throughout the day. A consumer might discover a product while scrolling through social media, research it later on a brand website, and finally purchase after seeing a targeted ad with a discount code days later.

These micromoments span the entire customer journey — discovery, engagement, decision-making, support, and loyalty. Connecting these touchpoints effectively has become critical. 72% of consumers are now willing to buy directly within social media platforms and 60% want more opportunities to discover and purchase products on social media.

The boundary between physical and digital retail continues to blur. Consumers browse on social platforms, buy online, and pick up in-store, or try products in-store and order later through social channels. AR try-ons, 3D previews, and virtual showrooms are making online shopping feel more confident and seamless.

Physical stores are adapting by becoming showrooms, pickup locations, and even livestream studios. Retailers who understand these interconnected shopping behaviors are positioning themselves to capture market share in an increasingly complex landscape.

Personalization powered by AI and data

Artificial intelligence has shifted how brands connect with consumers, turning generic experiences into hyper-personalized interactions. What started as a nice-to-have feature has become a strategic necessity that drives measurable business results. Companies that master this transition separate themselves from competitors who still treat every customer the same way.

AI-driven product recommendations

The recommendation engine market tells a compelling growth story. From USD 2.12 billion in 2020, it's projected to reach USD 15.13 billion by 2026—a compound annual growth rate of 37.46%. This explosive expansion reflects how critical AI-powered recommendations have become across retail.

These systems analyze multiple data points to create experiences that feel almost intuitive. Shoppers who engage with AI recommendations are 4.5 times more likely to add recommended items to their carts and complete purchases. Meanwhile, consumers interacting with recommended products experience a 70% higher conversion rate during shopping sessions.

The technology manifests in several distinct approaches:

Collaborative filtering that analyzes patterns across user behaviors
Content-based systems that recommend products with similar attributes
Hybrid approaches that combine multiple techniques for improved accuracy
Knowledge-based recommendations for specific consumer demands

Sephora demonstrates how this works in practice. Their recommendation engine blends purchase history, loyalty data, and personal quizzes to generate tailored offers, reducing cart abandonment while increasing return purchase rates. Other retailers use AI-enhanced merchandising that integrates localized data like weather shifts and regional events, dynamically adjusting product placements to create more relevant assortments with fewer markdowns.

Privacy concerns and first-party data

Here's where things get complicated. Though many consumers want tailored experiences, only 41% believe the benefits justify the privacy costs. Trust in organizations handling personal data remains disappointingly low, with just 39% of consumers believing their information is used responsibly.

Consumer comfort with personalization methods varies dramatically:

30% accept learning habits and website behavior tracking
27% are comfortable with predictive ordering
16% accept device listening/watching
32% are uncomfortable with all these methods

The imminent deprecation of third-party cookies in early 2025 has pushed brands toward first-party data, information collected directly from consumer interactions with their platforms. This shift has shown promising results. Marketers report positive impacts on customer acquisition costs (83%), customer satisfaction (78%), and conversion rates (73%) when incorporating first-party behavioral data into their strategies.

Zero-party data proves even more valuable. This information—what customers explicitly provide through preferences, intentions, and surveys—creates a foundation of trust because consumers voluntarily share it. 69% of consumers appreciate personalization based on data they voluntarily provided, and they're 85% more likely to buy from brands they trust with their data.

Tailored experiences across touchpoints

Personalization now extends far beyond product recommendations to encompass the entire customer journey. AI-powered systems can anticipate customer needs before they're explicitly expressed, enabling predictive rather than reactive experiences across all touchpoints.

The most successful implementations combine Customer Data Platforms (CDPs) with generative AI to deliver hyper-targeted messages and even custom product descriptions. According to Salesforce's research, 73% of high-performing marketers say AI helps them better understand customer needs.

These efforts deliver measurable returns. An AI-driven personalization approach shows a 35% increase in purchase frequency and a 21% boost in average order value when implemented correctly. The key difference comes from treating each customer as an individual rather than part of a broad segment.

Yet the path to effective personalization requires disciplined data foundations, predictive models, and journey orchestration—all while maintaining strict governance over privacy, bias, and brand voice. Companies with superior personalization capabilities generate 40% more revenue from those activities than average performers.

The brands that will succeed through 2026 understand personalization as a value exchange: transparency and control in return for tailored, memorable experiences.

Subscription models and recurring value

What happens when customers forget they're paying for services they no longer use? The subscription economy has expanded by 435% in the past decade, creating both opportunities and challenges that reshape how consumers think about ownership.

Subscription services have fundamentally altered consumer spending patterns, turning one-time purchases into ongoing relationships. Recurring revenue models now penetrate virtually every consumer category, from entertainment to grocery delivery.

Growth of monthly services across categories

The subscription market is projected to reach USD 1.50 trillion by 2025, with subscription businesses growing approximately five times faster than S&P 500 companies. This explosive growth spans multiple sectors, including entertainment, retail, software, and consumer packaged goods.

Digital subscriptions have become so prevalent that dedicated services have emerged just to help consumers track them. Most consumers set 72% of their monthly subscription payments to auto-pay, which reduces churn but creates an interesting side effect. People lose track of what they're actually spending.

The numbers reveal a startling disconnect. While consumers initially estimate they spend about USD 86.00 monthly on subscriptions, itemized expenses reveal actual spending averages USD 219.00—a staggering USD 133.00 higher than their original estimate. Even more telling, 42% of consumers admit they've stopped using certain subscription services but forgot they were still paying for them.

This memory gap represents both a business opportunity and a potential customer service challenge. Companies that provide clear value and regular engagement tend to maintain longer customer relationships.

Creator economy and direct-to-fan subscriptions

The creator economy represents a USD 104.20 billion industry involving over 50 million creators worldwide. These independent content producers are increasingly adopting subscription models to secure stable, recurring revenue.

Direct-to-fan sales have become particularly prominent in the entertainment industry. Musicians are shifting from one-time album sales to ongoing service relationships, creating predictable income while building deeper fan engagement. This approach provides fans with exclusive content, early access to releases, and behind-the-scenes experiences.

Social media creators facing algorithm volatility and ad revenue fluctuations are turning to subscription platforms for stability. Since launching in 2013, Patreon has paid creators over USD 8.00 billion, while Substack claims to host more than 4 million paid subscribers. Consumer willingness to directly support creators they value is growing—15% of consumers now subscribe to their preferred creator's membership site, an 8% increase from the previous year.

The subscription path leads to substantial earnings over time for creators. Most start modestly, with the majority earning under USD 1,000 in their first year. Yet by year four, approximately 80% make USD 10,000 or more annually, with 76% of creators reporting higher earnings in 2023 compared to the previous year.

Bundling and exclusive perks to retain users

Subscription fatigue is real. 72% of U.S. consumers report there are "too many subscription services". Companies are responding with bundling strategies that allow consumers to subscribe to multiple services through a single hub with unified billing and content discovery.

This approach addresses a clear consumer desire, as 78% of U.S. consumers and 93% in APAC want a single platform for all their subscriptions. The telecommunications industry has recognized this opportunity, with providers launching bundling platforms like Verizon's +play in the U.S. and Optus' SubHub in Australia.

Effective bundles combine complementary products that increase perceived value. Successful strategies include building around user needs (like The New York Times bundling news, games, and cooking), geography (like Norway's Amedia bundling local news from different regions), or communities (focusing on passion-driven products for fans).

Subscription retention ultimately depends on perceived ongoing value. Research shows the average subscriber lifetime is 15 months, with users who engage with community features 63% more likely to remain active. For businesses, the benefits are clear—predictable revenue, enhanced customer lifetime value, and opportunities to offer tailored experiences that evolve with consumer needs.

5. Health, wellness, and mindfulness at home

Health technology has moved far beyond basic fitness trackers. Today's consumers are building sophisticated wellness ecosystems right in their living rooms, bedrooms, and home offices.

At-home health tech and spa treatments

Home health innovations focus heavily on preventing problems before they start. Risk algorithms using electronic medical record data now help identify fall risks, with preliminary results showing a 40% reduction in injurious falls. This technology represents part of a broader shift toward smart home health solutions that build patient trust while delivering better outcomes.

At-home spa treatments are catching up quickly. Currently, 47% of spa-goers report facing availability issues when booking appointments, pushing them toward home-based alternatives. This has created a hybrid wellness approach, with 47% of consumers combining in-spa services with at-home options. Men have become particularly engaged with facial treatments—more men now receive weekly spa facials than women.

Mental wellness apps and sleep tech

The global mental wellness app market stands at USD 7.48 billion in 2024 and is projected to reach USD 17.52 billion by 2030, growing at a CAGR of 14.6%. This expansion reflects growing awareness of mental health as a serious health condition and the move toward patient-centered care.

Stress management represents one of the fastest-growing segments, with 79% of employees reporting moderate to high stress levels. Companies are responding by developing advanced features that help users understand stress timing and build resilience through daily practices.

Sleep technology has become equally important to consumers. The FDA recently authorized both Apple Watch Series 10 and the Samsung Galaxy Watch to detect breathing disturbances associated with sleep apnea. The global sleep tech devices market is valued at USD 23.32 billion in 2025 and expected to reach USD 68.78 billion by 2032, exhibiting a CAGR of 16.7%.

Biofeedback and mindfulness tools

Biofeedback instruments give consumers real-time data about their physiological functions. This market was valued at USD 170 million in 2023 and is projected to reach USD 268.20 million by 2033, growing at a CAGR of 4.7%. These devices measure heart rate, muscle tension, brain wave activity, and other parameters.

Technological advances have made these tools increasingly portable and user-friendly. Wearable biofeedback devices now offer real-time monitoring of physiological parameters, allowing consumers to track and modify their stress responses. Consumer demand continues rising as awareness of biofeedback's benefits grows—awareness has increased 30% over the past five years.

6. Economic pressure and smarter spending

Economic headwinds are fundamentally altering how consumers approach purchasing decisions. What we're seeing isn't just belt-tightening—it's strategic reallocation of spending based on evolving priorities and financial realities.

Inflation-driven deal hunting

U.S. inflation is expected to peak between 3% and 3.5% in the third quarter of 2025, making rising prices the top concern for consumers across all surveyed markets. This economic reality has shifted shopping behaviors dramatically, with 57% of consumers actively seeking the best deals—a 23% jump from the previous year.

The nature of deal-hunting itself has matured. Rather than chasing any discount, 78% of shoppers now carefully evaluate which product attributes matter most. This represents a shift from impulse-driven savings to calculated value assessments. Many consumers now research extensively online before making targeted store visits, fundamentally changing their retail engagement patterns.

Trading down in some areas to splurge in others

Cross-category spending adjustments have become a defining characteristic of current consumer behavior. Over one-third of consumers are trading down in certain categories while planning to splurge in others. More dramatically, 19% of surveyed consumers plan to cut back on non-discretionary categories to afford discretionary purchases.

Income levels create stark differences in these behaviors. High-income consumers maintain confidence, with 65% planning to maintain or increase spending compared to last year. This drops significantly to 56% for middle-income households and just 48% for lower-income families. These gaps suggest that economic pressures are creating increasingly divergent consumer experiences.

Flexible payment options like BNPL

Buy Now, Pay Later services have captured significant market share, financing 6% of e-commerce in 2024 compared to just 2% in 2020. The growth trajectory is remarkable—global BNPL transactions surged nearly 400% between 2019 and 2021 and are projected to expand by USD 450 billion by 2026.

Age demographics reveal clear adoption patterns:

41% among those aged 16-24
39% among those 25-34
12% among those 55-64
11% among those 65+

What's particularly telling is the shift in purchase categories. BNPL is no longer reserved for big-ticket items. The three most common categories now include clothing, electronics, and groceries. This expansion into everyday necessities suggests both broader market acceptance and potential increased financial pressure on consumers who are using credit solutions for routine purchases.

Conclusion

Consumer behavior shifts through 2026 reveal a landscape where contradictions define the new normal. Shoppers demand personalized experiences yet guard their privacy more carefully than ever. They embrace digital convenience while craving authentic human connections. These paradoxes aren't obstacles—they're the foundation of tomorrow's most successful customer strategies.

The numbers tell a compelling story. Social commerce will account for over 17% of online sales by 2025, while AI-driven personalization can boost conversion rates by 70%. Subscription services now generate $1.5 trillion annually, yet consumers underestimate their monthly spending by $133 on average. These figures represent more than growth metrics—they signal fundamental changes in how people discover, evaluate, and purchase products.

What's particularly striking is how economic pressure has created more strategic spenders rather than simply cautious ones. While 57% actively hunt for deals, many still selectively splurge in categories they value most while trading down in others. This behavior suggests businesses need nuanced approaches that recognize consumers' sophisticated decision-making processes.

The health and wellness technology expansion beyond basic fitness tracking reflects a broader trend toward home-based solutions for physical and mental well-being. Mental wellness apps alone will reach $17.5 billion by 2030, while sleep technology grows to $68.8 billion by 2032. These aren't just market opportunities—they represent genuine shifts in how people prioritize and manage their health.

Looking ahead, successful brands will treat these trends as interconnected rather than isolated phenomena. The companies that thrive will build trust through transparency, deliver genuine value rather than empty personalization, and respect consumer agency in an increasingly complex marketplace.

The path forward requires recognizing that tomorrow's consumer expects meaningful experiences aligned with their values, delivered seamlessly across platforms, and tailored to their unique needs. This isn't about perfecting individual tactics—it's about understanding the complete picture of how consumer behavior continues to evolve.

Frequently Asked Questions (FAQ)

By 2026, social commerce is expected to account for over 17% of all online sales. Consumers will increasingly blend entertainment and shopping through platforms like livestream shopping, which is projected to reach $50 billion in the US alone.

What role will AI play in personalization for consumers?

AI-driven recommendations are set to significantly boost conversion rates, increasing them by up to 70%. However, brands will need to balance personalization with privacy concerns, as only 41% of consumers believe the benefits of personalization outweigh the privacy costs.

How are subscription models changing consumer spending habits?

The subscription market is projected to reach $1.5 trillion by 2025, transforming one-time purchases into ongoing relationships. Interestingly, consumers tend to underestimate their subscription spending by an average of $133 monthly, creating opportunities for bundled services.

What economic factors are influencing consumer behavior?

Economic pressures are leading to more strategic spending, with 57% of consumers actively seeking deals. Over one-third of shoppers are trading down in some categories to allow for splurging in others they value most, demonstrating a shift towards more thoughtful purchasing decisions.

How is technology shaping home wellness trends?

Home wellness technology is seeing rapid adoption, with mental wellness apps expected to reach $17.5 billion by 2030 and sleep tech growing to $68.8 billion by 2032. Consumers are increasingly turning to technology for preventive health solutions and stress management from the comfort of their homes.