Around 81% of consumers are “worried” about the high cost of living, and four-fifths say their household spend is up compared to 12 months ago, according to Retail Week’s latest report

Consumers are increasingly worried about the cost of living, and their disposable incomes will be squeezed even more in 2026 than in the previous 12 months.

So, what are retailers going to do about it?

Those standing still and waiting for the economic challenges to pass will fall behind. But retailers getting under the skin of the concerned consumer, and shaping their proposition accordingly, are poised to win market share and loyalty.

Retail Week’s How They’ll Spend It 2026 report helps retailers navigate through these tough times, providing fresh intelligence on what makes consumers spend, the customer experiences driving conversion, and what shoppers’ top priorities will be through Christmas into the year ahead.

It features exclusive data and real-life insights from 500 consumers, mapping out the complex mindset of the 2026 shopper.