Summary
In a mature yet cautious U.K. market, growth in 2026 will be won not by expanding volume, but by earning trust through thoughtful, restrained engagement. As cost-of-living pressures persist and political uncertainty lingers, consumers remain active in digital commerce—but increasingly on their own terms. Shopping habits are steady across generations, yet more selective, with value placed on coordinated, relevant experiences over frequency or flash. Mobile remains central, but multi-device fluidity demands seamless recognition across touchpoints. While marketplaces dominate for convenience, brand-owned channels offer a crucial opportunity to deepen loyalty—if they can deliver meaningful value. AI-powered personalization is welcome, but only when paired with transparency and user control. For U.K. brands, the strategic shift is clear: from reactive messaging to intentional, identity-led journeys that prioritize trust, clarity, and restraint. In an environment where attention is scarce and skepticism is high, the brands that grow will be those that know when not to interrupt. HERE
As the U.K. enters 2026, consumers are navigating a landscape shaped by ongoing economic pressure, political recalibration, and structurally changed shopping habits. While inflation has moderated, cost-of-living concerns continue to influence how and where people spend. To better understand how these dynamics are shaping consumer behavior, Wunderkind surveyed U.K. consumers to examine how they plan to shop, engage with brands, and evaluate digital experiences in the year ahead.
The result is the 2026 U.K. Consumer Insights Report, which reveals a shopper who hasn’t disengaged from digital commerce — but has become far more selective. Online shopping is firmly embedded across age groups, yet growth expectations are modest and must be earned through relevance, trust, and experience rather than volume alone. For U.K. brands, success in 2026 will depend on delivering coordinated, restrained, and genuinely valuable interactions that respect both consumer attention and confidence.
A Mature Market with Selective Growth
Online shopping is firmly embedded across U.K. consumers of all ages. Most plan to shop online at similar levels to 2025, signaling a mature market where growth is incremental, not explosive. Younger consumers show the greatest potential upside, while older shoppers anchor volume through consistent, deliberate purchasing.
This dynamic creates a clear challenge for brands: growth must be earned through experience, not volume.
Multi-Device Journeys Are the Norm
Mobile usage in the U.K. is nearly universal, making mobile optimization essential. However, desktop and tablet usage remain significant, particularly for higher-intent moments. U.K. consumers move fluidly across devices based on context, comfort, and task complexity.
Brands that fail to preserve continuity across devices risk disrupting momentum and losing conversions late in the journey.
Marketplaces Lead — but Loyalty Is Up for Grabs
Marketplaces continue to dominate U.K. non-grocery spend, driven by convenience, price comparison, and perceived safety. But this dominance isn’t absolute. Younger shoppers are increasingly open to buying directly from brands when the value exchange is clear — better pricing, faster delivery, loyalty rewards, or genuinely personalized experiences.
In this environment, marketplaces serve as efficient volume drivers, while brand-owned channels represent the clearest opportunity for long-term value creation.
Messaging Tolerance Is Low
U.K. consumers consistently signal a preference for fewer, more relevant messages. Email remains the most trusted re-engagement channel, while SMS, MMS, and push notifications perform best when tightly linked to demonstrated intent. Overuse of paid retargeting accelerates fatigue rather than conversion.
Restraint isn’t a limitation, it’s a competitive advantage.
AI, Identity, and Trust
U.K. consumers are open to AI-powered experiences, but only when control and transparency come first. Secure payment, consistent recognition across devices, and clear data practices are foundational to trust. AI that improves relevance and reduces effort is welcomed; AI that feels excessive or unexplained is not.
The Path Forward
For U.K. brands facing margin pressure and rising acquisition costs, the message is clear. Growth in 2026 will come from orchestrated experiences that recognize consumers, respect their preferences, and engage only when value is clear.
Trust isn’t built through louder marketing. It’s built through consistency, clarity, and restraint.
To explore the full findings and see what this means for your brand, read the full 2026 U.K. Consumer Insights Report.
