5 trends shaping what US consumers will shop for in 2026
An industry forever in flux_ external influences from geopolitical situations to economic downturns and climate change continue to have a rippling effect across the fashion industry. What_ how_ when_ and where consumers shop remains the main challenge faced by brands and retailers.
To help fashion companies navigate and find their way through the evolving preferences of US consumers_ Fashion by Informa has published a new report_ the 2026 US Fashion Consumer Outlook. Based on data gathered from a survey of more than 1_000 consumers across the United States_ next to expert interviews_ in-depth research_ and studies_ Informa shared some of the key emerging trends that are forming the future of the fashion industry and shares actionable steps retailers and brands can take. Here we highlight five main takeaways from the report.
1. Consumers seek Value for Money above all
Now more than ever_ consumers are identifying value for money as their leading priority when shopping for fashion. 66 percent of US consumers surveyed noted that it was the most important aspect_ significantly higher than trendiness_ which was only cited as the top priority by 10 percent of respondents. But what defines the perceived value of a product? US consumers today define the value of the product by its durability_ quality_ and brand desirability. Discounts or sales_ in comparison_ were found to play a less important role when it comes to motivation for a purchase. In fact_ discounting was found to even potentially negatively impact consumers' perception of the inherent value of a product. Finding ways to market a product's value authentically_ while limiting blanket promotion_ and exploring loyalty-driven incentives to help drive repeated sales from consumers were highlighted as key ways to strengthen the value of a product.
“Younger consumers are maintaining positive spending intent partially because they feel less pressure from costs like childcare and healthcare…but they_re more challenging to attract_” said Jitong Li_ consultant for US apparel and footwear research at Euromonitor_ in the report. “Older consumers are still the bulk of the mass-market apparel and footwear market in the US. They_re thinking more of the previous definition of value - a balance of price and quality. It_s important for brands to segment their marketing messages to keep both older and younger consumers engaged.”
2. Growing competition from Experience and other discretionary categories
Not only do fashion retailers have to worry about competition from other brands_ but increasingly_ they have faced competition from other categories outside of fashion. The survey found that spending on fashion_ across all age ranges of those US consumers surveyed (18 to 55 plus)_ came in fourth place when it comes to discretionary spending_ after dining out_ travel_ and fitness.
As US consumers increasingly invest in experiences that reinforce identity and self-worth_ brands that incorporate growing market adjacencies like wellness into their products and experiences can deepen emotional connections and drive greater loyalty and lifetime value. A key example of this is Nike_ which teamed up with meditation and mindfulness app Headspace to bring guided meditation into its Nike Run Club app. By offering customers a platform rooted in physical activity_ community_ and mental well-being_ this holistic approach to fitness further enhanced brand loyalty and engagement.
3. Price sensitivity due to tariff increases
Fashion prices across the United States are predicted to increase as much as 17 percent as brands and retailers pass on the impact of higher tariffs to consumers. Sportswear brands like Adidas and Puma previously revealed to investors that they may increase US tariffs_ which may lead to higher prices for consumers in the United States_ while Nike stated it would implement “surgical” price hikes in the United States in late 2025 into fiscal 2026 to help offset an estimated 1 billion dollars in tariff-related costs.
As many mass-market consumers have limited ability to manage further price increases_ 92 percent of US consumers surveyed said that they plan to adjust their shopping behavior as such_ including delaying purchases_ spending less_ or changing their usual brand or retailer to off-price retailers. This comes as US consumers_ outlook on their personal finances reached a near-all-time low in November 2025_ according to the University of Michigan_s Consumer Sentiment Index. Although US consumers with a high income will continue to spend_ many stress that they seek out even greater value in products than before. As such_ brands and retailers should try to balance protecting their profit margins with volume retention_ and selectively increase prices while communicating openly about the tariff impacts.
4. Fit and size remain a challenge
Finding the right size and fit remains the number one purchase challenge for fashion_ according to the survey. 64 percent of US consumers surveyed cited this as their top issue_ with poor fit impacting purchasing decisions and overall brand perception. Poor fit was a key deterrent when shopping online_ increasing item return and overall customer dissatisfaction. The report found that brands and retailers who invest in fit technology offer expanded size ranges and optimize inventory to improve first-time fit accuracy.
A clear example of this can be seen with Under Armour_ which implemented Virtusize_ a virtual fitting and size guidance solution_ to provide a better online fit and customer experience in Japan_ which ultimately led to a 27% year-over-year decrease in customer return rates due to size-related issues.
5. The rise of Intentional shopping
US consumers are becoming more aware and intentional with their shopping habits than ever before. Shoppers are increasingly moving away from impulse-driven purchases to intentional ones_ prioritizing practical needs_ item replacement_ and occasion-linked purchases when it comes to fashion spend. In order to better leverage this shift in shopping_ brands and retailers can offer occasion-based campaigns_ focusing on the quality and durability of an item over its trendiness_ while creating an emotional connection through strategic marketing rather than discounting.
“Today_s consumers are approaching fashion spending with intentionality_ not impulse_” said Greg Kerwin_ Senior Vice President_ Fashion by Informa_ in a statement. “They_re willing to spend_ but they_re looking for high-quality_ durable_ or classic_ staple products at competitive price points. Success will require a strategic pivot toward more focused consumer engagement_ purpose-driven storytelling_ and superior offerings.”