Even as the chaos of early-pandemic shopping fades, consumer shopping behavior continues to evolve—and fast. New habits formed during lockdowns have reshaped the way people shop, from increased online spending to shifting brand loyalty.
So, how do marketers keep up? How can you stay ahead of changing consumer shopping behaviors while making strategic, data-driven decisions?
Key takeaways:
- Consumers shopping behavior has moved towards prioritizing convenience, trust, and value.
- Online shopping is now the norm, raising expectations for seamless, fast, and personalized experiences.
- Marketers must balance e-commerce and in-store spending while adapting to new consumer decision processes.
What is consumer buyer behavior
Consumer buyer behavior is the entire decision-making process behind purchases including:
- Why and when people buy
- What influences purchase decisions,
- How their choices evolve over time.
It’s important to understand consumer buyer behavior — as well as the data and psychology behind it — when developing and executing marketing strategies.
What factors influence consumer buying behavior?
Consumers are more selective than ever about where they spend their money. Here are the factors driving their decisions:
- Convenience – Frictionless, fast, and easy experiences (especially online) win customers.
- Brand trust – Transparency, ethical sourcing, and authenticity drive loyalty.
- Social proof – A TikTok trend or influencer recommendation can be more impactful than traditional advertising.
- Price – Inflation has made consumers more value-driven, increasing price comparisons and budget-conscious decisions.
- Omnichannel experiences – Consumers expect effortless transitions between online and in-store shopping.
Consumers today expect brands to understand them—and those that do will gain long-term loyalty.
Keep learning: How retail marketers can navigate online boom with threats from delta and inflation
Key trends in changing consumer behavior
Consumer shopping habits are evolving so rapidly that it can feel overwhelming. For marketers, these changes create both challenges and opportunities. To stay relevant and build lasting connections, marketers must understand and adapt to these shifting behaviors.
Here are the top consumer shopping behavior trends:
1. Digital-first shopping is now the default
Online shopping is no longer an option—it’s an expectation. In fact, according to a McKinsey study, 75% of consumers have tried new shopping behaviors since the pandemic, and most intend to keep them.
2. Brand loyalty isn’t guaranteed
The same McKinsey research showed that 73% of consumers who switched brands plan to stick with the new one.
This gives challenger brands and private labels an opportunity to gain traction.
3. Price sensitivity is shaping decisions
Consumers are prioritizing value over brand loyalty due to economic uncertainty. So, discounts and loyalty programs can be powerful incentives—but too many discounts can weaken brand perception.
4. The homebody economy is here to stay
More consumers are working, cooking, and entertaining at home, shifting demand to brands that fit this lifestyle.
5. Social media is influencing purchases
43% of consumers rely on social proof (reviews, influencer recommendations, UGC) before making a purchase.
How marketers can capitalize on changing consumer behavior
The following four ways will help marketers adapt to the changes and stay relevant and competitive.
1. Meet consumers where they are
With consumers embracing multi-channel presence, you need to be present where they are, too. Create an omnichannel marketing strategy so you never lose a potential customer.
If they’re shopping on social media, have a presence there. If they expect AI-powered recommendations, deliver personalized experiences.
2. Use data to drive smarter decisions
Rely on predictive analytics to anticipate consumer behavior shifts. Keen’s MMM platform analyzes historical trends and real-time data to help you proactively adjust your strategies.
3. Shift from selling to solving
Consumers don’t want ads—they want solutions that fit their lives. Highlight how your product adds value, not just what it does.
4. Be agile and adaptable
Consumer behaviors are constantly evolving—your strategies should, too. After all, the brands that listen, adapt, and innovate will be the ones that thrive.
Leverage agile marketing and regularly test, learn, and iterate to stay ahead. Keen provides real-time insights and A/B testing capabilities to help marketers quickly adapt and optimize their strategies.
Strike the right balance between marketing and consumer behavior with Keen
Keen empowers marketers to confidently navigate changing consumer behavior. Our data-driven insights help teams:
- Analyze and optimize their marketing spend across online and offline channels.
- Stay ahead of trends by predicting shifts in consumer purchasing behavior.
- Make informed marketing decisions, even in high-uncertainty environments.
Want to see how Keen can help you adjust to consumer shopping behavior changes? Request a demo today.
Frequently asked questions
How has consumer shopping behavior changed in recent years
Digital adoption, economic pressures, and evolving expectations have driven significant changes in consumer shopping behavior. Today’s consumers:
- Start online – They default to digital shopping, expecting seamless, fast, and personalized experiences.
- Research before buying – They compare prices, read reviews, and seek recommendations to make informed decisions.
- Choose carefully – Brand trust, ethical sourcing, and convenience heavily influence their spending choices.
To stay ahead, brands must adapt by prioritizing transparency, delivering value, and enhancing the customer experience.
Does social media influence consumer buying behavior and consumer decision process?
Absolutely. Social media is no longer just a discovery tool—it’s a critical part of the consumer decision process. Influencer recommendations, user-generated content (UGC), and viral trends can drive purchasing decisions more than traditional ads. For today’s consumers:
- Authenticity matters – Consumers tend to trust reviews and real-world testimonials from people they already know more than brand messaging.
- Personalized engagement builds loyalty – Brands that actively interact with their audience on social platforms create stronger connections.
- Seamless shopping drives sales – Offering in-app purchases and shoppable posts makes buying on social media easier than ever.
Savvy marketers strengthen relationships and increase conversions by incorporating social commerce into their strategies.
How has inflation affected consumer purchase decisions?
Today’s consumers are more price-conscious and strategic in their spending. Key shifts include:
- More price comparisons – Shoppers actively search for the best deals and alternatives.
- Value-driven buying decisions – Consumers prioritize brands that deliver quality, durability, and affordability.
- Shifting brand loyalty – Many switch to private labels and budget-friendly options.
To earn and keep customer trust, brands should maintain transparent pricing, offer flexible payment options, and provide meaningful value.
How does online shopping affect consumer behavior
Ecommerce has completely reshaped consumer expectations. As a result, today’s shoppers demand:
- Speed and efficiency – They abandon carts when websites load slowly, navigation feels confusing, or checkout takes too long.
- Clear policies – They expect seamless, straightforward returns, shipping, and customer service.
- Omnichannel flexibility – They want the freedom to browse online, buy in-store, and return through any channel.
Retailers that streamline their online experience and remove friction will stay competitive.
How do discounts affect online consumer purchasing behavior
Discounts can be powerful, but they need to be used strategically. Considerations include:
- Short-term gains vs. long-term impact – While promotions can drive immediate sales, over-reliance on discounts can weaken brand perception.
- Loyalty-building strategies – Instead of frequent markdowns, consider exclusive rewards programs or personalized offers.
- Perceived value – Customers should feel they’re getting a great deal, not that the product is undervalued.
A well-balanced approach keeps customers engaged while maintaining brand strength.
How does advertising influence the consumer buying decision process?
Traditional ads alone are no longer enough—consumers expect personalized, relevant, and data-driven messaging. Effective advertising today:
- Educates rather than sells – Consumers want to know how a product solves their problem, not just what it does.
- Builds trust – Transparency and authenticity drive stronger connections than hard-sell tactics.
- Meets consumers where they are – A mix of digital ads, influencer partnerships, and organic content creates a holistic approach.
Brands that focus on value-driven storytelling will win consumer attention and loyalty.
How can marketers understand the consumer buying behavior
Understanding consumer behavior isn’t about guessing—it’s about using data and insights to anticipate needs. So, to stay ahead, marketers should:
- Leverage analytics – Use predictive models and AI to identify emerging trends.
- Listen to customers – Gather direct insights through reviews, surveys, and social listening.
- Test and adapt – Continuously test and refine strategies to keep marketing efforts relevant.
Brands that stay agile and deeply understand their customers will thrive in today’s evolving landscape.
