Consumers Prioritize Price and Turn to Social Media Shopping, Report Shows

A McKinsey study titled *State of the Consumer 2026* surveyed 4,863 shoppers in Brazil, France, Germany, the United Kingdom and the United States. It found that more than three‑quarters of respondents are engaging in “trade‑down” behavior – switching brands, buying smaller packs, using coupons and seeking discounts – to stretch their budgets. Even higher‑income buyers are weighing durability, repairability and resale value, with 82 % saying they keep products longer, 69 % preferring repair over replacement and about one‑third purchasing second‑hand clothing.

PwC’s *Retail Monitor 2026* projects the global social‑commerce market to reach €1.28 trillion by 2030, up from €135 billion in 2025, driven by an average annual growth of 15.6 %. Gen Z leads the shift, with 53 % having bought a product via a social platform and 68 % discovering new brands there. TikTok Shop, now available in the Netherlands, has quickly become a major online retailer in Germany. The report warns that rapid viral sales can outpace supply, causing delivery failures that erode consumer trust.