The State of the
American Shopper
An annual look at how consumers shop and spend
Read the report (PDF)
On the economy:
On the economy
Today's average shopper
60%
concerned about inflation
67%
spending the same or less than last year
Gen Z shoppers
56%
concerned about inflation
58%
spending the same or less than last year
compared to average shopper
Millennial shoppers
56%
concerned about inflation
57%
spending the same or less than last year
compared to average shopper
Gen X shoppers
61%
concerned about inflation
72%
spending the same or less than last year
compared to average shopper
Baby boomer shoppers
67%
concerned about inflation
80%
spending the same or less than last year
compared to average shopper
Connected customers
Building loyalty
Shopping around
shop across channels.
58%
of those consumers signed up for the brand’s loyalty program.
Building loyalty
Building loyalty:
9 in 10
One in three shoppers tried a new brand in the last month and
Channels of choice
Getting digital with millennials
shop digital marketplaces
shop same-day delivery services
37%
66%
shop social media
29%
shop digital marketplaces
shop same-day delivery services
38%
shop social media
31%
63%
Channels of choice
Getting digital with Gen Z
shop digital marketplaces
shop same-day delivery services
25%
shop social media
17%
66%
Channels of choice
Getting digital with Gen X
shop digital marketplaces
shop same-day delivery services
9%
shop social media
5%
70%
Channels of choice
Getting digital with baby boomers
compared to average shopper
compared to average shopper
compared to average shopper
compared to average shopper
Looking for more insights?
Check out the full "The State of the American Shopper" report.
Download the full report
©2026 Bread Financial.
were drawn there by the loyalty program
52%
Gen Z
Shopping around
tried a new brand in the last month
22%
compared to average shopper
were drawn there by the loyalty program
tried a new brand in the last month
Shopping around
43%
26%
Millennials
compared to average shopper
were drawn there by the loyalty program
tried a new brand in the last month
Shopping around
27%
18%
Gen X
compared to average shopper
were drawn there by the loyalty program
tried a new brand in the last month
Shopping around
17%
11%
Baby boomers
compared to average shopper
66% shop digital marketplaces and 20% shop on social media.
Their faves?
