If 2025 was the year shoppers became truly value-driven, 2026 will be the year retailers reshape their strategies to meet them, says Matthew Trattles, VP Product at ShipStation.

With cost-of-living pressures persisting across many markets, consumers have become markedly more selective. Speed and reliability remain essential expectations in the shopping experience, but they now sit alongside two equally powerful considerations in value and sustainability.

Retailers navigating the year ahead must recognise that shoppers are no longer simply looking for the fastest delivery or the biggest brand name, they are actively evaluating whether every purchase is worth the spend.

Value is now expected, prompting strategic shopping

Research from ShipStation indicates that over 40% of shoppers regularly seek discounts, promotions, or second-hand options, while an additional 38% prefer cheaper or more practical products. Although inflation has cooled from recent peaks, its long-tail impact continues to shape household budgets. Higher everyday costs, from groceries to utilities, are influencing how people think about discretionary spending.

This persistent caution has elevated the importance of price sensitivity, making value not a bonus but an expectation.

At the same time, consumers are adjusting how and often they shop. More than one-third (36%) report shopping less frequently, signalling a shift away from impulsive, convenience-driven consumption toward more intentional, needs-based decision-making.

Rather than stepping back from retail entirely, shoppers are becoming more strategic. They are timing purchases around promotions, stretching the lifespan of the products they already own and becoming far more selective about which brands and retailers deserve their money.

This behavioural reset represents a significant rebalancing of priorities that will shape retail dynamics throughout 2026.

Trust & experience redefine brand reputation

Online shopping continues to rise, but the story is more nuanced than simply “more ecommerce.”

Around 25% of consumers say they are shopping online more often, particularly through marketplaces that provide price comparisons, convenience and transparency.

The ability to cross-check prices, delivery times and customer reviews in seconds has created a more fluid retail environment where switching brands is easier than ever. Consumers increasingly reward those who demonstrate fairness, clarity and value, regardless of whether they are long-established retailers or emerging direct-to-consumer (DTC) brands.

This shift is blurring the hierarchy of the retail ecosystem; trust and experience now matter as much as reputation.

Second-hand, first choice for younger consumer cohorts

Younger generations, especially Gen Z and Millennials, are accelerating this transformation. They are the most open to trying new brands, new platforms and alternative ways of acquiring goods. Crucially, they are leading the normalisation of resale.

Over 30% of Gen Z now buy or sell second-hand goods more frequently, embracing it not only as a way to save money but also as a form of conscious consumption. For this cohort, affordability and environmental responsibility are mutually reinforcing rather than competing priorities. Their willingness to embrace resale, refurbishment and circular commerce models is reshaping fulfilment, returns processes and even product design.

In contrast, more than half of Baby Boomers (52%) report no change in their second-hand shopping habits.

While many older consumers remain loyal to traditional retail channels, a smaller but growing segment (around 10%) is beginning to engage with resale. This suggests that the motivations fuelling circular commerce, value, waste reduction and sustainability are gradually resonating across generations, albeit at different speeds.

As these behaviours continue to diffuse, retailers will need to rethink how they manage inventory, packaging, refurbishing and restocking in order to meet diverse customer expectations.

Value-based shopping goes mainstream

This generational divide underscores a broader trend: values-based shopping is becoming mainstream.

For younger consumers in particular, buying second-hand, choosing refurbished products or participating in peer-to-peer exchanges is not simply a cost-saving tactic, but a reflection of their identity as responsible consumers.

As resale continues to grow, the boundaries between “new” and “used” are becoming less relevant, creating new opportunities for retailers to engage customers, extend product lifecycles and reduce waste.

Convenience no longer guarantees loyalty

For the 2026 shopper, convenience alone no longer guarantees loyalty.

Delivery, returns and pricing are critical components within a broader value equation. Retailers offering transparent, flexible delivery options and fair, predictable returns processes are far more likely to secure repeat business. Those that fail to balance cost control with service quality may find that even long-standing customers are willing to look elsewhere.

Seasonal spending patterns also reflect greater caution. According to ShipStation’s research, consumers are evenly divided on whether they will spend more, less, or the same over the Peak Trading period. Younger shoppers show the greatest variability – some plan to treat themselves after a difficult year, while others intend to cut back significantly.

Baby Boomers, by contrast, remain the most consistent group in their spending habits. Although inflation has eased, stable budgets and tighter planning mean fewer unplanned purchases, intensifying competition for limited discretionary spending.

More deliberate, digitally-savvy shopping in 2026

Looking ahead, 2026 will be shaped by shoppers who are more deliberate, more digitally savvy and more values-driven than ever before.

They are buying less frequently but with greater intent – and they expect transparency, fairness, and sustainability as standard.

For retailers, adapting to this mindset requires more than short-term promotions or incremental improvements. It means building agile systems and flexible ecosystems, spanning fulfilment networks, inventory accuracy and clear communication across every customer touchpoint.