RetailNext Data Finds 2026 Shoppers Are More Selective, More Price-Driven, Yet Still Committed to Physical Stores

RetailNext, the leading in-store traffic analytics provider used by more than 560 of the world’s most recognized retail brands, today released its Retail Shopper Forecast Data Report, highlighting findings from over 1,000 U.S. consumers that point to a retail market defined less by channel shift and more by shopper selectivity. The findings show that retail is entering a standards reset, not a channel collapse. Shoppers are not abandoning stores or moving fully online. Instead, they are becoming more selective, more price-conscious, and more deliberate about when and where they buy.

Stores Are Not Losing Shoppers, They Are Losing Autopilot Trips

The survey finds 65.5% of consumers plan to maintain or increase their physical in-store spending. The shift is not away from stores, but away from automatic visits. Store trips are becoming more planned and performance-driven, with shoppers expecting clear value and purchase certainty before they walk in.

This is a standards reset, not a store retreat. Consumers are still going in person, but with stricter filters around price, availability, and offer strength. Hype around AI shopping has also not replaced in-store decision making. 86.6% of shoppers say they do not always trust AI recommendations. Shoppers are using tools, but they are not outsourcing judgment.

Price Wins the Trip

Price is the dominant driver across retailer choice and store traffic signals. When asked which retailer investments will matter most in 2026, 71.3% of shoppers chose lower prices. Loyalty rewards and improvement in in-store experiences (such as store demos or faster checkout) ranked lower at 5.8% and 11.7%, respectively.

The same pattern appears in visit drivers. 21.7% of shoppers say experiences strongly increase their likelihood to visit a store. Experience appears more likely to support a trip than be the primary reason someone makes one.

In-store conversion is also driven by proof and advantage, with shoppers prioritizing operational certainty over added service elements. Helpful staff presence was not a primary factor for most shoppers (87.2%) when buying in person. Shoppers instead favor in-stock proof and in-store exclusives, signaling that operational certainty is a key driver of conversion.

The Promotion Economy Is Here.

Consumers are increasingly organizing purchases around deals rather than buying at full price. Data shows 4 in 10 shoppers (or 37.7%) say they buy mostly during major promotions. Promotion timing is becoming a built-in part of purchase strategy, not a bonus behavior.

Budget expectations explain why. 46.2% of shoppers expect their retail budgets to stay flat, and 24.5% expect them to decline next year. Only 29.2% expect budgets to rise, and among that group, the top reason is higher everyday costs, not higher income. Shoppers are not planning to spend freely. They are planning to stretch.

The result is a more defensive consumer who waits, compares, and times purchases around discounts. Promotions are no longer just conversion tools. They are becoming the entry ticket for a growing share of demand.

“What we are seeing is not a retreat from stores but a reset in shopper standards,” said Joe Shasteen, Global Manager of Advanced Analytics at RetailNext. “Consumers are still going in person, but they are walking in with a calculator mindset and a plan. Store traffic has seen small declines over the last few years, as visits become more intentional than routine. Shoppers are checking prices, verifying inventory, and looking for clear value before they commit. If the numbers make sense, they buy. If not, they wait for a promotion or choose another retailer. The retailers that win in this environment will be the ones that execute cleanly at the shelf with the right price, availability, and offer, not just the most creative store concept.”

About the Survey

RetailNext surveyed 1,053 consumers via the online platform, Centiment, to better understand modern shopping preferences. Those surveyed were based in the United States and were between the ages of 18-64. This survey was administered from January 26, 2026, to February 2, 2026.

About RetailNext

The first retail vertical IoT platform to bring e-commerce style shopper analytics to brick-and-mortar stores, brands, and malls, RetailNext is a pioneer in focusing entirely on optimizing the shopper experience. Through its centralized SaaS platform, RetailNext automatically collects and analyzes shopper behavior data, providing retailers with insight to improve the shopper experience in real-time.

More than 560 retailers in over 100 countries have adopted RetailNext’s analytics software and retail expertise to better understand the shopper journey in order to increase same-store sales, reduce theft, and eliminate unnecessary costs. RetailNext is headquartered in Campbell, California.

Learn more at retailnext.net.

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