Your Customer Is Buying Less. How to Ensure She Still Spends with You.
If you've been feeling a shift on the floor or in your order patterns, the data* confirms what your instincts already know. Today's shoppers are more deliberate, more selective, and harder to win than they were even two years ago.
What the data* says
The overwhelming majority of consumers in 2026 are delaying purchases, spending less, or shifting spend to off-price alternatives. Consumer sentiment around personal finances recently hit a near-all-time low, and apparel is competing directly with experiences like travel, wellness, and dining out.
The result is a customer who is buying fewer items and thinking more carefully about each one. Anything that lacks clear function, value, or emotional resonance is struggling to justify its existence. Mid-tier, trend-led fashion without a distinct point of view continues to lose ground. What's gaining: retailers and brands with craft, transparency, and a specific perspective.
(If you haven't already, it's worth asking whether your UVP is ready for this customer. We discuss UVP in-depth here.)
What this means for the independent retailer
Your edit matters more than it ever has. A floor full of good product should also reflect the point of view behind it. Your assortment strategy must reinforce your brand strategy. What you carry, how you present it, and whether it tells a coherent story are the difference between a customer who buys once and one who comes back.
The bottom line
We’re seeing the economic climate and shifting consumer sentiment leading the way for a new standard. The retailers and brands positioned to grow in this environment are the ones who deliver a curated assortment where quality, value, and craftsmanship are paramount.
We can help you leverage your assortment to meet the changing needs of today’s consumer. Reach out today.
*Source: FASHION by Informa 2026 US Fashion Consumer Outlook Report