Retail in 2026
What keeps customers coming back?
US shoppers today expect to move fluidly between online and in-store. And, while both channels carry equal weight, physical retail holds an experiential advantage. As retailers navigate tighter margins, rising expectations, and rapid shifts in shopper behavior, the focus must be on delivering connected experiences everywhere. That is why omnichannel investment and loyalty initiatives are top priorities. Sustainability is shaping choices too, with purpose becoming a key differentiator.
Finding 01
Shoppers still flock to stores, especially for high-value purchases
The store remains a powerful channel, especially when shoppers want to see, feel, or try products before buying. They also hold an edge for high-value buys, particularly during peak sales periods. However, shopper expectations are rising. Increasingly slow checkouts or limited payment options can kill a sale. Retailers are responding with technology that keeps purchases moving, including self-checkout and mobile POS.
Finding 02
Shoppers want connection and purpose
Shoppers return to brands that support seamless cross-channel experiences such as click and collect and cross-channel returns. They also favor brands that let them donate to causes at checkout. This is especially the case for younger shoppers who value purpose alongside price and value.
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