Your customers are changing how they spend. Here's what I'm seeing.
If you've been in retail for any amount of time, you already know that shoppers have been a little more careful with their money lately. What's interesting is that new data from Nielsen suggests this isn't just a passing phase — it's settling in as the new normal heading into 2026.
I wanted to share what I found, because I think it directly affects the stores I work with.
The way I see it: shoppers have reorganized their priorities
Think about your own household for a second. When money gets tight, what do you protect first? The mortgage, the insurance, the doctor visits. What gets cut? The dinner out, the streaming service you never use, the DoorDash habit.
That's exactly what Nielsen is seeing on a global scale right now. Consumers are holding firm on the essentials and trimming the extras — and they're planning to keep doing it for the next 12 months.
Different from last year
Here's something a little different from last year: fewer shoppers are expecting their grocery and utility bills to keep climbing. That's actually a good sign — it suggests people are starting to believe that price hikes are slowing down.
But here's the catch for retailers: if customers stop bracing for price increases, they also stop accepting them without a fight. The tolerance for "everything costs more now" is wearing thin.
What this means for your store
I work with a lot of retail business owners, and the ones I see doing well right now have one thing in common — they make the value obvious. Not just the price tag, but the why. Why is this worth buying? Why here, from you, instead of somewhere else?
Your customers aren't broke. They're just more intentional. And honestly? That creates an opportunity for stores that communicate well and build real loyalty.
If you want to talk through what this means for your specific numbers, I'm always happy to dig in together.
- Caroline & Company
Data source: Nielsen Consumer Outlook, spending intentions for the next 12 months.
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