Hungarian consumers delay spending rather than cutting back

A Shopfully study covering eight European countries reveals distinct differences in consumer behavior during periods of economic pressure. While 42 percent of European consumers plan to reduce non-essential spending, only 27 percent of Hungarian consumers report a similar intention.

Instead of cutting back entirely, Hungarian shoppers tend to delay larger purchases or wait for sales and promotions. This strategy of controlled spending is driven by economic uncertainty; 70 percent of Hungarian respondents do not expect their purchasing power to improve in 2026, a figure slightly higher than the European average of 67 percent. However, Hungary is less pessimistic than countries like France, where 80 percent of respondents shared a negative outlook.

Data from Eurostat indicates that EU annual inflation rose to 3.3 percent in August 2026, up from 2.1 percent in February. This economic environment has led consumers across the continent to plan more carefully, compare products more actively, and seek clearer value propositions from brands and retailers.