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.”