Monitoring economic trends has always been a vital part of our business and as we move through 2026, the U.S. economy continues to send mixed signals. GDP growth is expected to land in the 4–5% range, yet many households are feeling the pinch as layoffs rise and job security becomes less certain. That tension is shaping how, where, and why people spend. Still, research from the Bank of America Institute suggests that overall consumer spending should remain relatively steady through 2026—just more selective, more value-driven, and more polarized than in previous years.
Health Optimization & the Wellness Revolution
One of the most powerful forces reshaping spending in 2026 is the rise of “health hackers”—consumers who treat their bodies like long-term projects. As of September 2025, roughly 23% of U.S. households include at least one GLP-1 user, and that shift is rewriting grocery lists and daily routines. GLP-1 users are investing more in what supports their new lifestyle: spending on food is up more than 36%, with noticeable “trading up” into premium categories such as fitness, energy drinks, and beauty.
The Supplement & Biohacking Boom
Supplements have quietly gone mainstream. About two-thirds of Americans now use some form of supplement, a figure that climbs to nearly 80% among Gen Z and higher-income households. What used to be a multivitamin habit has evolved into a full-blown biohacking culture. At the same time, health devices—from smartwatches to continuous glucose monitors—are moving from passive tracking to active coaching. Real-time data is nudging people toward concrete lifestyle changes in exercise, diet, and sleep, and brands that can plug into this feedback loop are gaining an edge.
Personal Expression & Self-Adornment
Even as budgets tighten, consumers are still carving out room for self-expression. Jewelry, handbags, footwear, and home décor are all benefiting from a desire to personalize everyday life without overspending. From customizable accessories to mix-and-match décor, shoppers are gravitating toward products that feel unique, affordable, and endlessly remixable—small upgrades that deliver an outsized emotional return.
Convenience & Digital Commerce
Convenience has become the new loyalty program. Roughly 9 in 10 consumers now say ease and speed are top priorities when deciding where to shop, and they increasingly expect digital and physical experiences to blend seamlessly. Click-and-collect, same-day delivery, in-app offers, and in-store pickup are no longer “nice to have” features—they’re the baseline. Brands that remove friction at every step of the journey are winning repeat visits and higher basket sizes.
Sustainability & Ethical Consumption
Sustainability has moved from the sidelines to the shopping cart. Environmentally and socially responsible products are growing nearly 6x faster than their conventional counterparts, as consumers look for ways to align their purchases with their values. From low-waste packaging to ethically sourced ingredients and transparent labor practices, shoppers are rewarding brands that can prove—not just claim—their impact.
Private Label & D2C Growth
Store brands have shed their bargain-bin reputation. Around 70% of shoppers now view private label products as equal in quality to national brands, and since 2022, private label sales have climbed by roughly $10.1 billion, reflecting a powerful mix of value, design, and trust. Direct-to-consumer brands are riding a parallel wave. Today’s shoppers actively seek out labels that are transparent about ingredients, sourcing, and manufacturing practices. Subscription models, refill programs, and community-driven brands are thriving as consumers look for ongoing relationships rather than one-off purchases.
Taken together, these trends reveal a 2026 consumer who is more intentional, more informed, and more demanding than ever—seeking health, meaning, and convenience in every purchase decision.