Circana: Households shop with nearly 40 retailers annually

Circana’s latest Complete Consumer research reveals that households visit 39 unique retailers each year, including both in-store and online, with omnichannel shoppers spending nearly twice as much as those who stick to one or the other. The new data showcases how consumers are shifting their spending patterns amid ongoing economic uncertainty.

As consumers get squeezed, “everyday indulgences” are playing a key role in consumer spending, with notable growth in small luxury purchases, such as gourmet coffee, prestige beauty products and premium-priced candles, noted Circana.

“Our study shines a light on the trade-offs consumers face daily, whether it’s choosing value at dollar stores or splurging on small indulgences like gourmet coffee,” said Michelle Bennett, executive VP of consumer and shopper insights at Circana. “By understanding these moments, companies can align their offerings to what really matters to today’s shoppers, driving loyalty and long-term growth.”

Findings from Circana include the following:

• Circana’s data reveals that low-income households are increasing trips to value retailers and dollar stores, while high-income households are driving growth in club stores and e-commerce.
• Consumers are becoming more selective with what they buy, shopping more often but buying fewer categories.
• There are pockets of growth, such as convenience-driven meal preparation, often incorporating air fryer usage. This trend is growing at lunch and dinner occasions.
• Beverage-only snack occasions are on the rise across both retail and foodservice, with energy and nutrition drinks leading the way. Meanwhile, portable beverageware has seen double-digit growth for two consecutive years.