81% of shoppers say economic concerns are shaping their willingness to spend, signaling a new era of deliberate, digitally empowered, and value-driven shopping.

January Digital, The Marketing Leadership Company, released a new report titled “The New Era of Calculated Consumption,” uncovering trends reshaping how consumers spend and what that means for brands. The research analyzes how economic uncertainty and shifting consumer priorities are redefining what, where, and how people buy, showing that brands must adjust how they communicate and connect with shoppers who are increasingly scrutinizing before making a purchase.

The study found that economic concerns are changing how people spend, leading to more intentional and value-focused decisions. Three key findings signal this shift: 91% have noticed rising prices, 81% say economic pressures affect how much they spend, and 64% have already changed their buying behaviors. The research suggests a more intentional, value-driven mindset as consumers weigh every purchase and expect brands to prove their worth.

This heightened scrutiny is redefining the path to purchase as consumers explore new ways to shop and save over the past six months. Behavior has shifted significantly: 82% of shoppers now buy directly through social platforms, 58% are more open to resale and rental options, and 86% say they are likely to use AI to research or make purchase decisions.

“Given the ongoing economic uncertainty, it’s no surprise that consumers are more cautious and adjusting how they spend,” said Vic Drabicky, Founder and CEO of January Digital. “Brands that stay closely aware of these shifts and move quickly to meet changing needs will be best positioned to succeed, both now and in the long run.”

The report concludes that brands must deliver clarity, confidence, and genuine value to win both attention and loyalty. Those that adapt quickly to evolving consumer expectations will be best positioned to succeed this holiday season and into 2026. Read the full report: https://januarydigital.com/calculated-consumption-report/

About January Digital

January Digital, the Marketing Leadership Company, solves business challenges through strategic consulting, media excellence, and actionable analytics. The company comprises January Digital, a media agency handling full-funnel media planning, execution, and optimization, January Consulting, offering strategic leadership to build successful client businesses, and now January Growth, offering performance media strategy and planning for high-growth brands. All work is supported by data and actionable insights, ensuring clients—including Steve Madden, Kendra Scott, and amika—achieve maximum success. For more information, visit januarydigital.com.

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“Given the ongoing economic uncertainty, it’s no surprise that consumers are more cautious and adjusting how they spend,” said Vic Drabicky, Founder and CEO of January Digital.