A new report highlighted by Chain Store Age shows how shoppers are actively changing behaviour to save money in 2026.
And it’s not just about cutting back. It’s about being smarter.
Consumers are:
• Hunting promotions more intentionally
• Switching brands more frequently
• Comparing prices across channels
• Using loyalty programmes strategically
• Planning purchases around discounts
This isn’t panic spending. It’s calculated optimisation.
For retailers and FMCG brands, that changes the game.
Because when shoppers are actively looking for value, visibility becomes everything.
✔ Are you present in the moments when promotions drive store visits?
✔ Are your campaigns aligned with promotional cycles?
✔ Are you activating specific retail catchments where price sensitivity is highest?
✔ Are you reinforcing offers digitally after physical exposure?
When shoppers are in savings mode, brands that show up with clarity and relevance win the basket.
The question isn’t whether consumers are price sensitive. It’s whether your marketing is sensitive to how they’re shopping.