Loyalty loses its grip on shoppers
Brand loyalty is in decline as consumers are paying more attention to the opinions of their fellow shoppers.
Nearly three-in-four shoppers purchased an item from a new brand in the past year instead of their regular favorite brand. Younger shoppers in the millennial (80%) and Gen Z (76%) demographics were most likely to have strayed from a preferred brand, according to results of a new survey from Salsify and the Digital Shelf Institute.
Data from the “Q4 Ecommerce Pulse Report” also indicates 55% of surveyed shoppers switched brands for a better deal, although in one good sign for brand loyalty 87% said they will pay more for a brand they trust.
However, almost six-in-10 (58%) respondents will buy from another brand when a favorite item is unavailable, while only 28% wait for restocks. More than seven-in-10 (72%) switched brands in the past year.
The survey also covered several other areas of consumer behavior:
Spending
The percentage of respondents planning to spend less in 2026 than in 2025 has gone down significantly to 39%, from 69% who planned to spend less in 2025 than in 2024. Nearly one-in-three (30%) expect to increase spending, although Salsify advises rising prices may be part of the reason.
Half of surveyed baby boomers expect to spend about the same in 2026, while millennials (41%) and Gen Z (37%) are the most likely generations to say they will spend more. More than four-in-10 (44%) respondents compare prices across at least three retailers before buying.
[READ MORE: Shoppers will show up this holiday season despite tariffs, according to survey]
Ratings and reviews
Sixty-three percent of respondents left a product rating or review in the past year, most often to help other shoppers make informed decisions (42%). Nearly twice as many left positive reviews (40%) compared with negative ones (22%).
Roughly one-in-three (32%) respondents say ratings and reviews are the most important final factor in making a buying decision, compared with 16% for price and availability.
Artificial intelligence
Close to two-thirds (64%) of respondents used AI-powered tools for product discovery in the past year. Among Gen Z, adoption is highest at 79%. More than half (54%) of respondents used chatbots such as ChatGPT.
To succeed in this environment, Salsify recommends that brands:
- Prioritize ratings and reviews.
- Optimize content for both human shoppers and AI-driven discovery.
- Deliver consistency across every retail and marketplace channel.
"Shoppers are less loyal, more selective, and increasingly guided by signals of trust," said Dom Scarlett, research director at Salsify. "Price can still prompt a switch, but it is reviews, reputation and AI-driven recommendations that now close the sale. Brands cannot rely on repeat business. They need to win every purchase."
