Spending continues, but the buyer’s work has changed
Feedvisor’s 2026 Consumer Commerce Report suggests online shopping hasn’t collapsed under economic pressure; it has become more deliberate. Nearly nine in ten U.S. consumers—87%—say economic factors changed how they shop. At the same time, 52% still buy online at least weekly and 88% at least monthly.
The shift is in the pre-purchase work. Forty-five percent compare prices more than a year ago, 41% wait for sales, and 31% use coupons or cashback more. Among the most comparison-driven shoppers, close to half check three retailers before deciding.
Small indulgences survive, with tighter limits
Discretionary spending hasn’t disappeared. Fifty-six percent buy something to lift their mood at least once a month, and 34% do it weekly or more. Clothing, groceries and beauty lead the list, but the spend stays small: 44% cap these purchases between $10 and $20.
That matters for marketers. The consumer still responds to desire, convenience and enjoyment—just within a stricter budget. The offer has to survive a more skeptical review before the card is swiped.
Promotions face a trust problem
Skepticism is strongest around deals. Only 49% said events such as Prime Day and Black Friday offer genuine savings. Twenty-eight percent feel deal quality has declined or feels artificial, and 15% report sale fatigue and simply ignore promotions.
The difference is generational. Thirty-eight percent of 18-to-29-year-olds believe deal quality has declined, versus 22% of shoppers 65 and older. Older shoppers are more likely to tune out sales entirely.
This creates two audiences: one still wants the deal but needs proof it is real, and another has heard ‘biggest sale of the year’ too often. A louder discount cannot solve both.
AI plugs into comparison-heavy behaviour
AI adoption mirrors the new shopping habit. Fifty-five percent have used AI to research or compare products in the past six months. The tasks they delegate are practical: 39% want AI to find the lowest price, 31% to compare products, 27% to find coupons, and 26% to track prices.
Control stays human. Sixty-two percent would never trust an autonomous agent to place an order and pay without a manual checkout. After an AI recommendation, many still search Google or Amazon, read reviews, or compare alternatives.
For brands, that means AI can get a product considered, but price, reviews, listing quality, shipping and product information still have to close the sale.
One national average hides many shopper realities
The holiday outlook looks flat: 31% plan to spend more, 33% plan to spend less, and 37% expect to spend about the same. But the differences beneath that average are wide.
- 43% of households earning over $150,000 plan to spend more, versus 22% of households earning under $25,000.
- 18-to-29-year-olds are far more likely to increase spending than shoppers 65 and older.
- 60% plan to begin most holiday shopping by the end of October; only 11% wait until December.
For planning, the national average is less useful than the segments underneath it. Some consumers still have room to spend; some need proof the offer is real; others have a hard ceiling on the total.
Source: MarTech
