Retailers face an uphill battle when it comes to loyalty and enticing repeat customers in 2026. Customers challenged by high prices are searching for the best deals wherever they can find them. And compared with practical considerations like convenience and customer satisfaction, brand love isn’t as effective in influencing customers as some marketers think.
In the year ahead, retail leaders say the industry will drive loyalty with shoppers by building a sense of community and helping them navigate economic difficulties due to tariffs and rising prices.
Combating inflation fatigue
Some consumers are going to be reluctant to make purchases, and retailers can step up to help, according to experts. They say retailers can improve the shopping experience by adding more financing options. Discounts through loyalty programs will also entice consumers who are hunting for deals.
“Even mild price increases push value-conscious shoppers toward private label, refurbished goods, and AI-powered deal-hunting tools,” said Adam Brotman, co-CEO at Forum3. “Retailers will have to respond with more emphasis on more financing options, and more aggressive loyalty-driven promotions.”
In 2026, shoppers who aren’t just looking for bargains will be enticed by improved retailer experiences. This trend will be driven by lingering tariff pressures, experts believe.
“Tariffs won’t just shift consumer spending, they’ll accelerate the value-versus-loyalty divide,” said Tom Burke, CEO of AtData. “Cost-conscious shoppers will chase price. Brand-committed shoppers will expect hyper-personalized experiences that justify the premium. Retailers stuck in the middle will lose both groups.”
Community drives loyalty
In the upcoming year, retailers will lean into building communities for their shoppers, according to experts. Digital shopping experiences often include social media, where consumers share positive experiences and shopping lists. In 2026, leaders say successful retailers will actively participate in these communities, building trust and authenticity with their customers.
“Community-driven retail, especially in live and peer-to-peer environments, will continue to dominate because shoppers increasingly want connection, trust, and authenticity baked into their buying experience,” said Armand Wilson, vice president of categories and expansion at Whatnot. “We’ve seen firsthand that when you bring people together, from sellers and buyers to collectors and hobbyists, the shopping experience becomes richer, more personal, and far more influential than static product pages.”
Wilson added: “In a retail landscape shaped by tariffs and rapid AI adoption, ‘community’ will be the differentiator and continue to drive loyalty, discovery, and cultural relevance.”
Successful retailers will also look to Gen Alpha as key members of the community. Even when they aren’t part of the core audience, they influence older shoppers who are.
“For 2026 and beyond, brands will need to evolve from marketing to Gen Alpha to co-creating with them,” said Misha Williams, chief operating officer, GWI. “This generation assumes their voice matters, their identity should be reflected, and their digital experiences should be intuitive and frictionless. Companies that treat them as collaborators rather than a demographic segment will shape the next decade of loyalty.”
Making micro-moments
In 2026, retailers will have to guard against flooding customers’ inboxes with too many irrelevant promotions. A targeted social video presence is a better alternative that can boost authenticity and loyalty, according to experts.
“The most successful integrations don't interrupt the content; they power it,” said Matt Grandchamp, vice president of sales for NowThis. “Short-form, shoppable content performed exceptionally well during BFCM, highlighting that consumers want quick, seamless purchasing experiences directly integrated into content.”
These "micro-moments" are an untapped vein for many retailers looking to make lasting impressions with consumers.
“The importance of micro-moments in social video has been underestimated," he said. "Brands often chase virality, but the real opportunity lies in capturing attention at the right moment with contextually relevant, highly personalized content. That’s where engagement and loyalty grow.”
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