What are the top 3 emotional drivers behind consumer spending in 2026?

Welcome to Marketing Psychology 101.

The first lesson: emotional triggers in marketing are powerful motivators and engagement tools. Tap into public consciousness and you can show consumers that they’re seen, understood, and catered to. And that’s powerful stuff.

Now, it’s no secret that things have been tough these past few years, from the pandemic to economic uncertainty, the cost-of-living crisis, and the rapid rise of AI and other technologies. This cocktail of influences has shaped consumer psychology, causing people to yearn for escapism, human connection, and content they can trust.

We’ve trawled the latest research for psychological and retail trends for 2026 to find the top 3 emotional drivers behind consumer spending in 2026. Use them to curate targeted product lines, design in-store experiences, and plan emotional marketing strategies that’ll hype your brand and generate the kind of customer loyalty that can only come from being seen. Let’s talk about it…

1. Joyful play

It’s official — joyful play is good for our health. When we indulge in carefree experimentation, it’s way easier to connect with others, find what inspires us, and start rethinking what we know. Joyful play also encourages people to rediscover the power of community, the benefits of healthier habits, and return to their sense of self. Deep stuff!

Trend forecasts predict fashion aesthetics that celebrate fantasy and play through medieval ‘castlecore’ inspired garments, otherworldly creatures (specifically sea witches and goddesses), and cutecore doll aesthetics. We’ve also seen Rococo and Marie Antoinette aesthetics on catwalks for SS26, so you know the girls came to play.

Interactive retail environments and campaigns driven by whimsy are likely to tickle consumers into engaging with you in 2026.

Engage them directly on the shop floor by allowing them to scan Dual Technology NFC and RFID labels that connect them to augmented reality experiences, games, lookbooks, how-to-wear video content, and more. The ‘joyful play’ emotional driver is also tied to the search for inspiration, so why not link your NFC labels to exclusive content that gives an insight into the creative story behind the garments?

You can encourage in-store creative play by using tech like RF and RFID technology to keep track of items while allowing consumers to touch, interact, and play in an open and inviting environment. You could also deploy innovative substrates for labels and in-store signage to encourage physical interactions and moments of delight.

Because the desire for creative play is connected to positive habits and mindsets, it’s the perfect opportunity to launch clubs, events, or programs that encourage creativity or collaboration. Heck, you could even launch your own creative collaborations to titillate the masses!

Gucci’s collaboration with Roblox is a fab example of this in action. They created Gucci Town, a digital destination in the game that invites consumers to connect with like-minded individuals and embark on a voyage of self-discovery while learning more about the iconic fashion house.

2. Unplugged chill

Overwhelm is pretty common these days. Totally understandable, given the number of stressors we all deal with on a daily basis — burnout at work, digital exhaustion from social media, and the relentless pace of life. It’s enough to tire anyone out! People have started to embrace slow living, analogue life, and disconnecting from unhelpful habits.

So, what does that mean for you, as the retailer? Remove as much of the stress and overwhelm from the shopping experience as possible.

You can tap into the ‘no to overwhelm’ sentiment by bringing the SS26 ‘trans-seasonal neutrals’ palette into play. It uses creamy whites, soft greiges, natural hues of green, and soothing midnight blues to form a solid foundation for other (more boisterous) colors to play on. Use it for in-store displays, signage, and labeling to give an elevated sense of serene, grounded calm.

Empathy is a big emotional driver where overwhelm is concerned, so this could be a fab time to bring in sustainable, fair-trade, and ethical fabrics or materials. Lean into that ‘feels good, does good’ vibe and get ahead with minimizing your environmental impact ahead of Digital Product Passport (DPP) legislation while you’re at it!

Lean into the desire for a ‘responsibility-free life’ by curating entire outfits in your visual merchandising to allow blissfully decision-free shopping. You’ve done the brainwork for them! You could also do this through in-store signage to show all the ways a garment can be styled. Not only does this help relieve the stress of the shopping experience, but it can also give your AOV a cheeky boost, too! Store designs like those at Aesop, COS, and Muji tap right into the unplugged chill vibe with their ambient lighting, calming color palettes, and curated displays.

3. Cautiously hopeful

Trust is the name of the game here. Social media is now flooded with AI-generated images and videos that are so real-looking, it’s nearly impossible to distinguish them from reality. People want to trust tech because of the ease and creativity it brings into their lives, but gosh darnit, it’s hard to! Social media bubbles and misinformation are rampant — the people crave truth and authenticity, and they’re cautiously hopeful they’ll get it!

One of the biggest trust cues in retail is transparency, and upcoming DPP legislation can help you nail it…especially if you move towards it willingly and openly. You can easily turn your DPP software platform into a trust and loyalty powerhouse by using the tech to bring the consumer into the conversation and share the journey with them. Give them care and repair info, show them how you make and design your pieces, and keep them updated with your journey to better practices.

Content creators can also be incredibly helpful in stoking the fires of cautious optimism, too! With so much AI-generated content making the rounds, hearing genuine opinions from trustworthy creators—real human beings—can be a powerful trust cue and marketing tactic. You could even feature their videos or content on your DPP platform or interactive labels!

Patagonia’s ‘Footprint Chronicles’ is a particularly good example of the transparency trust cue in action. Launched back in 2007, it was created as a way for the brand to be totally transparent about where their products came from and the resources used to make them.

The biggest takeaway here is to inspire genuine and authentic trust through a combo of labeling and digital platforms that celebrate transparency. Leave marketing jargon at the door, be honest, and be upfront. Consumers’ll love you for it!