United States Consumer Trends Tracker | Behaviors and Expectations of the Modern Retail Customer February 2026

As economic uncertainty persists across the Americas, dunnhumby’s Consumer Trends Tracker (CTT) reveals how shoppers are adapting their behaviors, values, and spending in response to inflation pressures, fluctuating purchasing power, and broadened market volatility. Consumers are increasingly purposeful and strategic – prioritizing value, negotiating costs, and recalibrating where and how they shop.  

This latest report delivers timely, actionable insights to help retailers, suppliers, and brands understand what’s driving change – and how to stay ahead in a landscape shaped by economic reevaluation, channel evolution, and consumer pragmatism.