SheSpeaks fielded our annual Predictions Study to better understand how shoppers are feeling about and planning for 2026. The survey was fielded from November 11th-November 24th, 2025. 1,262 people completed the survey.*

The following topics are covered in this report: 

1. How Consumers Feel Heading Into 2026
2. Year-Over-Year Spending Trends
3. Consumer Purchasing Behaviors
4. Consumer Expectations for Brands

Topline Insights:

• Optimism is declining: 39% of shoppers feel optimistic about 2026, down from 45% last year.
• Spending caution is rising: 42% plan to spend less in 2026, up from 28% in 2025.
• Essential spending is dominated by core needs: Food and groceries (83%), utilities (54%), housing (52%), and healthcare (38%).
• Top non essential spend areas: Dining out (39%) and travel and vacations (38%).
• Key purchase drivers: Price and promotions (74%), product quality (56%), and positive reviews (40%).
• Top discovery sources: Retailer websites (51%), recommendations from friends and family (46%), and product reviews (40%).
• Social usage shifts: YouTube and Instagram expected to increase, while Facebook is expected to decline.