Consumers feel worse about the economy, but they haven’t stopped shopping. They are doing more work before buying.
87% of U.S. consumers surveyed for Feedvisor’s “2026 Consumer Commerce Report” said economic factors have changed the way they shop. Despite this, 52% continue to purchase online at least weekly and 88% at least monthly.
The biggest change concerns the work around purchasing. 45% compare prices more than a year ago, 41% are waiting for sales and 31% have increased the use of coupons or cashback. Among those who do multiple price comparisons, nearly half check three retailers before purchasing.
Consumers continue to spend. They just want more evidence that the money is well spent.
Small treats survived the squeeze
Financial pressure has not wiped out discretionary spending.
56% purchase something to improve their mood at least once a month and 34% do so weekly or more. Clothing, groceries and beauty products top the list, but spending remains modest: 44% limit purchases to between $10 and $20.
This is a more useful signal than a simple story that “consumers are cutting back.” People are still making room for small pleasures, but they’re placing tighter boundaries around them.
For marketers, this means that value can still come from desire, convenience, or enjoyment. The offering just needs to survive closer scrutiny.
Consumers trust the deal less
This control is particularly visible during promotions.
Only 49% believe events like Prime Day and Black Friday offer real savings. 28% said the quality of offers has decreased or seems artificial, while another 15% said they suffer from sales fatigue and ignore promotions.
Younger and older consumers come at it differently. 38% of 18- to 29-year-olds said the quality of deals has decreased or seems artificial, compared to 22% of consumers 65 and older. Older shoppers are much more likely to abandon sales altogether.
Some buyers still want the deal but want proof that it’s real. Others have heard about “the biggest sale of the year” so many times that they have stopped listening.
A stronger discount won’t solve both.
Artificial intelligence adapts to new consumer habits
AI is manifesting itself within comparative-heavy behavior itself.
55% have used AI to research or compare products in the last six months. What they want help with is mostly tedious work: 39% want the AI to find the lowest price, 31% compare products, 27% find coupons and 26% track prices.
They are much less willing to give up control. 62% said they would never trust a self-employed agent to place an order and pay without a manual checkout. After a recommendation from the AI, many continue to search on Google or Amazon, read reviews or compare alternatives.
AI adapts to a broader consumer habit: Help me control the work, but let me make the call.
For brands, this means that an AI recommendation may result in a product being considered, but the price, reviews, listing, shipping, and product information still need to be retained afterward.
There isn’t a single holiday buyer
The holiday outlook appears nearly flat nationwide. 31% plan to spend more than last year, 33% plan to spend less and 37% plan to spend about the same amount.
Below that average, the differences are large.
Among households earning more than $150,000, 43% plan to spend more. Among those earning less than $25,000, 22% plan to increase spending and 26% plan to reduce it significantly. Consumers aged 18 to 29 are also much more likely to spend more than those aged 65 and older.
The calendar has also expanded. 60% plan to start most of their holiday shopping by the end of October, while only 11% wait until December.
For planning, the national average is less useful than the underlying differences.
Some consumers still have room to spend. Some look for proof that the offer is real. Others have a fixed cap on the total.
The full report can be downloaded here. (Registration required)
