PROMOTIONAL RESEARCH
Download How They’ll Spend It 2026 for the lowdown on where consumers intend to indulge, where they’re reining it in, and what triggers will convert sales as we enter another economically challenging year
Are shoppers nearing their financial limits? Some 81% of consumers are “worried” about the high cost of living, and four-fifths of those surveyed say their household spend is up compared to 12 months ago, according to Retail Week’s latest report.
With just 6% expecting to increase their spending year on year in 2026, and a quarter of grocery shoppers trading down, retailers are in for another rollercoaster ride in the coming months. Disposable income is certainly narrowing, and that means it’s going to take clever tactics and an agile pricing strategy for retailers to win as the year unfolds.
How They’ll Spend It 2026, produced in partnership with Vypr, gets to the root of what today’s shoppers are thinking and highlights the retailers that are connecting with consumers in this tough climate.
What do retailers need to know about today’s consumers?
- The percentage of consumers worried about the cost of living going into a new year jumped from 73% in 2024 to 81% this year, showing shoppers are increasingly squeezed
- Shoppers will prioritise one channel in particular for Christmas gifting
- Gen Z are ready, willing, and already actioning their desire to use AI platforms to do their shopping – preparing for this is a priority area for retailers in 2025
Delve further into these key points by accessing the full How They’ll Spend it 2026 report here.
Which retailers are winning the hearts and minds of consumers?
As we did last year, we asked consumers which retailers offer the best customer experience.
- Amazon and John Lewis retain their top four status with a solid focus on developing customer-friendly propositions
- Solid comms in adversity at Marks & Spencer and investments in AI and recommerce at eBay helped these retailers replace two big names from last year
- Online-only retailers, as well as value retailers inclding B&M and The Range, are in for a strong Christmas, according to our research
Who did we speak to for this report?
The data is based on a nationally representative Vypr survey of consumers across the UK, compiling shopper responses to multiple-choice questions as well as their free-text viewpoints.
In addition to the top four CX retailers referenced above, this report includes practical case studies and examples of companies going the extra mile to appeal to consumer sentiment this Christmas and into the year ahead.
Read about initiatives such as The Entertainer’s new opening hours, and commitment to pricing and store formats that stand out from the crowd. And learn about the retailers doubling down on the key trends – Boots, TikTok Shop and Zara – to capture shoppers’ imagination.
What are the report’s biggest takeaways for retail leaders?
From getting an understanding of the price points shoppers are willing to push themselves to for important gifts this festive period, to where they will be redirecting their spend, this report gives a granular view into how consumers will shop in the latter stages of the golden quarter and throughout 2026.
How do I get hold of the report?
For the latest unique consumer data and to understand how it compares to last year – not to mention case studies from across the retail industry – access How They’ll Spend It 2026 today.
Access your free copy of the How They’ll Spend It 2026 report to discover:
- Where consumers are prioritising spend in 2026, and where they’re retracting their focus
- Which companies are winning the CX battle and what you can learn from their strategies
- Consumer perspectives on the pricing sweet spots for gifting this Christmas
- Fresh trading insights to help you get ahead in 2026
