2026年消费者支出情报报告

How lower demand, deliberatespending, and comparison behaviorsare reshaping retail growthHow lower demand, deliberatespending, and comparison behaviorsare reshaping retail growth ContentsContents 2347142028303233Executive summaryMethodologyIntroduction: The macroeconomic pressures driving consumer cautionChapter 1. Changing behavior in retail: How buyers are shopping differentlyChapter 2. Category impact: Where consumers are investing retail spendChapter 3. The new customer journey for retail: Where influence actually happensChapter 4. 2026 outlook: The top behaviors that will shape retail brand strategiesChapter 5. Strategic recommendations: What retail brands can do to win 2026AppendixCompany Overviews2Executive summary3Methodology4Introduction: The macroeconomic pressures driving consumer caution7Chapter 1. Changing behavior in retail: How buyers are shopping differently14Chapter 2. Category impact: Where consumers are investing retail spend20Chapter 3. The new customer journey for retail: Where influence actually happens28Chapter 4. 2026 outlook: The top behaviors that will shape retail brand strategies30Chapter 5. Strategic recommendations: What retail brands can do to win 202632Appendix33Company Overviews Executive summaryExecutive summary Consumer spending rose in 2025—but demand did not. While revenueincreased, Cardlytics macroeconomic and retail data shows inflation-adjusted purchasing power remained below 2023 and 2024 levels for muchof the year. Consumer spending rose in 2025but demand did not. While revenueincreased, Cardlytics macroeconomic and retail data shows inflation-adjusted purchasing power remained below 2023 and 2024 levels for muchof the year. Category performance reveals a clear divide. Participation-driven sectorsgrow through engagement. Luxury grows through milestone-drivenacquisition. Most other retail sectors rely on repeat customers to sustaindemand stability. In a flat-volume market, growth will come from capturingshare of wallet—not selling more to existing customers. Category performance reveals a clear divide. Participation-driven sectorsgrow through engagement. Luxury grows through milestone-drivenacquisition. Most other retail sectors rely on repeat customers to sustaindemand stability. In a flat-volume market, growth will come from capturingshare of wallet-not selling more to existing customers. Shoppers paid more per purchase, but they did not buy more overall. In 2026, brands that win will be those that: In2026,brandsthatwin willbe thosethat: Transaction frequency declined as consumers consolidated spending intofewer, larger baskets. Transaction frequency declined as consumers consolidated spending intofewer, larger baskets. Compete effectively in the comparison window Protect margins while remaining price-credible Align strategy to how demand originates in their category Activate high-intent buyers across the full decision journey : Compete effectively in the comparison window: Protect margins while remaining price-credible: Align strategy to how demand originates in their category: Activate high-intent buyers across the full decision journey This pressure has reshaped behavior. Deal-seeking is now a default step inthe buying process. Consumers are quicker to switch brands, comparealternatives, and delay larger purchases until peak promotional windows—especially in Q4 2025, which accounted for 33% of annual spend accordingtoimpact.com’s 2025 industry report. This pressure has reshaped behavior. Deal-seeking is now a default step inthe buying process. Consumers are quicker to switch brands, comparealternatives, and delay larger purchases until peak promotional windows-especially in Q4 2025, which accounted for 33% of annual spend accordingto impact.com's 2025 industry report. Growth is still possible—but it requires precision, visibility, and structuralalignment with today’s disciplined consumer.

Growth is still possiblebut it requires precision, visibility, and structuralalignment with today's disciplined consumer. At the same time, the buyer journey has expanded. The impact.com 2025industry report shows that clicks increased while conversion rates fell,reflecting longer consideration cycles. AI tools, search engines, influencers,and reviews now shape decisions before checkout. Comparison—notawareness—has become the battleground for demand. 
At the same time, the buyer journey has expanded. The impact.com 2025industry report shows that clicks increased while conversion rates fell,reflecting longer consideration cycles. Al tools, search engines, influencers,and reviews now shape decisions before checkout.Comparisonnotawarenesshas becomethebattlegroundfor demand. This report provides the transaction-level insight and behavioral contextbrands need to compete for market share, protect profitability, and win high-intent buyers in 2026.This report provides the transaction-level insight and behavioral contextbrands need to compete for market share, protect