How Consumer Behaviour is Changing – 2026 and Onwards

2026 brings is the era of the “savvy consumer” – it’s no longer good enough to just build a website, put out some adverts and assume it’s going to work. People are shopping differently, and they want different things; as the world changes so do our customers. Read on for our insights based on research from 2025.

What UK brands need to understand, now

Post-pandemic shopping behaviour in the UK has settled into something more predictable, but that doesn’t mean it’s gone backwards. According to recent data from September 2025, E-commerce now accounts for around 28% of all retail sales, down from the artificial highs of 2020–21, but still well ahead of pre-pandemic levels of roughly 20% .

What’s changed most is how people shop. UK consumers are now firmly omnichannel by default. This means that around 83% prefer a mix of online and in-store shopping, switching between the two depending on convenience, confidence and timing .

This behaviour is no longer niche. Around 70% of shoppers research online before buying in-store. For DTC and ecommerce brands, this removes any lingering excuse for disconnected experiences. Customers expect pricing, availability, messaging and service to line up wherever they interact with you. If it doesn’t, they notice.

At the same time, economic pressure is shaping how and where people spend. Inflation and the ongoing cost-of-living squeeze have created a far more budget-aware consumer. A study by Barclays revealed that around 66% of Britons say they pay closer attention to their finances than they did a decade ago, and 81% are actively wary of shrinkflation tactics . Nearly half plan to cut back on discretionary spending, particularly across categories like fashion, eating out and takeaways .

This has led to what many are calling the rise of the “savvy consumer”. UK shoppers are delaying purchases, actively waiting for promotions, and switching brands more readily if the value doesn’t stack up. ONS data shows a clear trend of consumers holding off purchases in anticipation of key discount periods such as Black Friday .

That said, awareness doesn’t always lead to action. While over 80% of shoppers say shrinkflation concerns them, only 36% have actually stopped buying or switched brands because of it according to a YouGov study. In many categories, alternatives are limited, and consumers know it.

Spending hasn’t stopped, it’s become more selective

Despite the gloomy headlines, consumer spending hasn’t collapsed. It’s become more deliberate.

Research from McKinsey shows that even with low consumer confidence, people are still spending. They’re just making more complicated trade-offs, cutting back in some areas while choosing to spend more in others that feel genuinely worthwhile . Barclays describes this as a new “worth it” mindset, where purchases have to earn their place in the basket.

In practice, this means households might rein in everyday costs but still invest in experiences, quality products, or categories that matter personally. Travel and entertainment spending continues to grow month on month, with travel spend rising consistently since April 2021 . Around 63% of consumers now say they’d rather talk about something they did than something they bought .

Retail performance reflects this shift. Some categories, such as fashion, have faced softer demand as budgets are reallocated (though we’ve had great success this year with our client Tricker’s, with fantastic YoY growth – check out our case study here). Others, particularly home, garden and outdoor, continue to perform strongly – (check out how we did with Crocus, one of the biggest online garden retailers in the UK in 2025.) Garden Center Retail reported that UK garden centre sales grew 9.5% year-on-year in Q2 2025, outperforming much of the retail sector as consumers invested more in home-based leisure.

Even within the same category, timing matters more than ever. Clothing sales saw a boost during summer 2025 thanks to favourable weather, followed by a sharp pullback as shoppers delayed purchases until discount periods . For brands, this reinforces the importance of demand forecasting, promotional strategy and margin discipline.

Trust, transparency and local relevance matter more than ever

Another long-term shift that continues into 2026 is the growing importance of trust and transparency. UK consumers are increasingly sceptical of marketing spin and short-term gimmicks. Over 80% say poor environmental or social practices would put them off a brand, while 81% expect transparency around pricing and promotions .

Localism also remains influential. Around 22% of UK consumers say they value local businesses more now than before COVID, and nearly one in five report spending more locally as a result of hybrid working . As more people work from home at least part of the week, retail footfall has shifted away from city centres towards local high streets and suburban areas.

Home delivery habits have followed a similar pattern. 22% of consumers now receive more deliveries than they did pre-pandemic, increasing demand for reliable delivery, flexible options and well-executed click-and-collect . Brands responding well are investing in local fulfilment, smarter logistics and community-led engagement rather than one-size-fits-all national campaigns.

What this means heading for 2026

UK consumer behaviour going into 2026 is shaped by two clear expectations: value and convenience. Shoppers want competitive pricing and flexibility, but they also expect seamless experiences, honest communication and brands they can trust.

For DTC and ecommerce brands, the opportunity is still very real. Over 80% of UK consumers shop online at least once a month, but they’re far more selective about where they spend their money and why . The brands that win are the ones that remove friction, stay consistent across channels, and make it easy for customers to feel confident in their decision.

This shift underpins many of the trends shaping 2026, from technology adoption to loyalty and retention strategies. Put simply, growth now comes from understanding how people actually buy, not how we wish they did.

Sources

• Ecommerce Scotland – Ecommerce Stats (2025)
• Office for National Statistics – Retail sales and internet sales data (2024–2025)
• McKinsey – State of the Consumer 2025 report
• Barclays – “10 Years of Spend” UK consumer trends (2025)
• Savills / HTA – Garden Centre Market report 2025
• YouGov – UK Retail Round-up 2025 insights
• The Roundup.org – Consumer Statistics