U.S. retail trends show record spending and shifting consumer behavior

U.S. retail trends are shifting as back-to-school spending is projected to reach a record $146.8 billion in 2026. While online shopping remains the most popular channel, the rise of generative AI is changing how consumers navigate retail sites. Rather than landing on homepages, shoppers are increasingly being directed by AI tools straight to specific product or comparison pages.

This shift has created new challenges for digital accessibility. Research indicates that interior pages—such as product listings and checkout flows—contain approximately 10% more accessibility issues than homepages. Because many accessibility programs focus primarily on the homepage, the new entry points created by AI search may leave many shoppers facing technical barriers.

Additionally, major summer sales events at Amazon and Walmart saw a significant increase in participation, driven largely by baby boomers and seniors. While the overlap of Amazon Prime Day and Walmart Deals expanded the total consumer audience, the average spending per shopper at both retailers declined compared to the previous year, suggesting a consumer base more focused on specific deals than large basket sizes.