In this report, we looked at how shoppers’ habits, preferences, and thinking have changed in light of seemingly endless crises. We wanted to better understand how shoppers are navigating a chaotic world, how they’re changing (or not changing) their values and preferences, and the roles brands and retailers can play in helping them navigate through.

Ultimately we answer the question what value means now. And why today is different from previous crises over the last two decades.

Highlights:

• In spite of increasing pessimism, shoppers are taking control in individualized, personalized ways, using all the tools at hand to manage their finances and their lifestyle. They are willing to make trade offs to get what they want when, and at what price.
• Value is no longer grounded in low prices (they can get them everywhere) but in the psychological support that enables shoppers to deal with the continuing chaos.
• Almost half of shoppers are increasingly pessimistic about their financial standing (+16ppts since 2018). The majority are either Drowning in the economic tidal wave or are Treading Water and barely able to get by. But they are in control. Very different from the 2008 global recession, and the COVID pandemic.
• Younger shoppers, often with young families, have only known decades of chaos. They are different. Understanding how is critical.
• Retail is now more trusted than brands, with shoppers more likely to switch what they buy than where they buy.
• The “Aldi Effect” is now firmly in place impacting how shoppers of all income levels evaluate accessibility and quality, and the value of name brands.
• Finally, we explore how shoppers are changing their spending across 27 categories in response to rising prices.

Despite the challenging environment, shoppers are actively looking for ways to take control where they can. This report shows how retailers and brands can help them do so! But not necessarily in traditional ways.

About this report: This report is part of the How America Shops® shopper insight series. The sample is a national online survey of 1501 household shoppers. The survey was completed in June 2025.

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