Updated 4/6/2026

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Loyalty Isn’t What It Used To Be

In today’s economy of climbing prices, shopper loyalty feels less like a sturdy anchor and more like a soap bubble: thin, fragile, and quick to pop. Price has always played a role in shopper loyalty, but now it’s the main factor, with consumers more price-sensitive than ever and ready to put brand allegiance in the backseat.

Brand loyalty may look different than it used to, but understanding these shifts gives brands and retailers a clearer picture of what’s really driving consumer decisions today. In this report, we dive into how consumer behavior is changing, what matters most right now, and how businesses can adapt to keep customers coming back, even in uncertain times.

Methodology

Bizrate Insights surveyed a nationally representative sample of 1,044 U.S. online shoppers aged 18+ in August 2025 to explore consumer loyalty.

Pictogram showing 91 people by gender identity: 45 female, 45 male, and 1 non-binary. Female and male identities are represented equally, with one non-binary person shown at the bottom right.
Donut chart showing age group distribution: ages 40–54 make up the largest share at 25%, followed by ages 30–39 at 24%. Ages 18–29 and 55–64 each account for 20%, and ages 65+ account for 11%.

The Impact of Price Hikes

Shoppers Are Not Shopping Like Before

Today’s price increases have definitively shaken up the way people shop. Only 13% of consumers say their buying habits haven’t changed, leaving everyone else (87%) having had to adjust in some way.

Half of shoppers say they’re holding off until a sale or promotion hits before making a purchase. Others are tightening up by cutting back on non-essentials (43%), switching to lower-priced brands (40%), or simply shopping less often (36%). Some are making swaps; 34% are replacing products with cheaper alternatives, while 27% have stopped buying certain items altogether. About a quarter (24%) are switching where they shop, heading to different retailers in search of better prices.

87% of consumers say their purchasing behavior has been impacted by recent price increases

Horizontal bar chart showing that 30% of shoppers would not continue buying from a preferred brand or retailer after a price hike. Incentives that could keep shoppers buying include extra loyalty points or rewards and improved product quality or features at 23% each, followed by a discount on a future purchase at 17%.

What Really Drives Today’s Purchases

When it comes to what makes shoppers hit “buy,” price reigns supreme. A whopping 78% say price is the biggest factor in their purchase decisions.

Right behind price is product quality (50%), followed by promotions and discounts (44%). For 1 in 4 shoppers, product availability can make or break a purchase.

When we see factors like brand reputation fall to 16%, it’s clear shoppers are heavily focused on price tags more than logos. They want affordability, but not at the expense of quality. Brands that can deliver both, while sprinkling in the right promotions and keeping shelves stocked, will be the ones that keep consumers coming back.

Horizontal bar chart showing price is the top factor in purchase decisions at 78%, followed by product quality at 50% and promotions or discounts at 44%. Lower-ranked factors include product availability at 25%, ease of shopping at 17%, brand reputation at 16%, shipping or delivery reliability at 11%, sustainability or ethics and local sourcing at 7% each, and none of these at 2%.

The Shaky State of Shopper Loyalty

83% of shoppers have switched brands or retailers recently

Shopper Loyalty in the Age of Price Sensitivity

Shoppers call themselves loyal, but it’s a loose kind of loyalty. Almost two-thirds (64%) say they’re “somewhat loyal.” Translation: I’ll stick around…unless the price goes up.

The reality is that most already have one foot out the door. A huge 83% of shoppers admit they’ve switched brands or retailers recently for one reason or another, and 67% say price was the determining factor, whether they found a better deal, reacted to a price hike, or traded down.

Price has always mattered, but now it’s the deal-breaker. Even “loyal” shoppers are holding out for sales, cutting non-essentials, or skipping purchases entirely. This is hard to swallow because real loyalty is not only about preference, but also repeat purchases. Right now, price sensitivity is cutting into that core.

Set of four donut charts showing that 66% of shoppers are somewhat loyal and will stick around unless the price goes up, 17% are not very loyal and mostly choose the best deal, 13% are very loyal and choose preferred brands or retailers regardless of price, and 4% are not at all loyal and shop purely on price or value.
Horizontal bar chart showing price increases are the top reason shoppers recently switched brands or retailers at 37%, followed by lower price elsewhere at 30%. Other reasons include better promotion elsewhere at 10%, poor product quality and product availability issues at 8% each, poor customer service and ethical or environmental concerns at 3% each, and other at 1%.

60% of shoppers say stable pricing will most likely keep them loyal to a brand or retailer

What’s Worth Staying Loyal For


Predictably, when times get tough, the #1 thing that keeps shoppers around is stable pricing, with 60% saying that’s the top reason they’ll stay loyal to a brand or retailer.

After that, the biggest factors are free shipping (34%), loyalty points or rewards (32%), and making sure products are actually in stock (32%). Clear and upfront pricing also matters (30%).

Horizontal bar chart showing stable pricing is the top factor keeping shoppers loyal during economic uncertainty at 60%, followed by free shipping at 34%, loyalty points or rewards and consistent availability at 32% each, and clear pricing at 30%. Other factors include high-quality customer service at 17%, easy returns at 13%, personalized offers at 8%, ethical or sustainable practices at 7%, local or community support at 5%, nothing at 4%, and other at 1%.

QUICK TAKEAWAY

Price is king, but it’s not the only thing. Shoppers might zero in on the price tag, but they also weigh perks like free shipping and loyalty rewards when deciding if buying from you feels worth it. Don’t ignore these other factors that influence an overall sense of value to shoppers.

What Makes Shoppers Stick Through Price Hikes

Shoppers aren’t shy about walking away when things get more expensive, unless you help them save elsewhere. While 30% say flat out they wouldn’t stick around if their go-to brand or retailer raised prices, others are open to staying based on what they get in return. About a quarter (23%) say they’d be more open if higher prices came with extra loyalty points or improved product quality. Another 17% would keep buying if it meant a discount on a future purchase, while 8% would stick it out for free shipping.

Horizontal bar chart showing that 30% of shoppers would not continue buying from a preferred brand or retailer after a price hike. Incentives that could keep shoppers buying include extra loyalty points or rewards and improved product quality or features at 23% each, followed by a discount on a future purchase at 17%.

QUICK TAKEAWAY

If you can’t hold prices steady, sweeten the deal. Boost loyalty rewards, invest in quality, or give shoppers something back for their loyalty. To really find what works, invest in tools that help you measure customer sentiment on what’s most important to them.

How Shopper Loyalty Looks Across Categories and Price Bumps

In the midst of price hikes, groceries top the list when it comes to loyalty, with 46% of men and 40% of women saying they’ll keep buying from their go-to grocery brand or retailer. This isn’t surprising as a leading category, given that groceries are not only essentials, but people might also be limited to the selection of available stores in their regions.

28% of men will keep buying from their preferred electronics and appliance brands despite higher prices

Beyond groceries, gender differences begin to stand out. Women are more loyal to personal care and beauty (40% vs. 21%) and health and wellness (31% vs. 23%), while men show stronger loyalty in electronics and appliances (28% vs. 17%) and apparel and accessories (25% vs. 16%). Pet care and household cleaning land in the middle, with both genders showing similar (though smaller) levels of loyalty.

Grouped bar chart comparing product categories where shoppers stay loyal through price increases by gender. Groceries ranks highest for both men and women, at 46% and 40% respectively. Women are more likely than men to stay loyal in personal care and beauty, 40% versus 21%, and health and wellness, 31% versus 23%. Men are more likely than women to stay loyal in electronics and appliances, 28% versus 17%; apparel and accessories, 25% versus 16%; automotive, 20% versus 10%; and tools and equipment, 13% versus 6%. Other categories include pet care at 22% for men and 25% for women, household cleaning at 19% and 21%, baby care at 4% and 6%, other at 1% for both, and none at 19% and 18%.

87% of shoppers will likely switch to a retailer’s store or generic brand if their preferred brand becomes more expensive

Store Brands Step Into the Spotlight

In today’s economy, people are turning to value. Store brands are filling up shopping carts, with more than half of consumers (55%) buying lower-cost or store/generic brands more often now than last year. And if their go-to brand hikes prices, then 87% are ready to switch to a retailer’s store brand instead.

What’s more, shoppers don’t see these as a downgrade. In fact, 47% believe store or generic brands offer more value than national brands.

Stacked bar chart showing that 55% of shoppers are buying cheaper or store/generic brands more often than last year, 43% are buying them about the same amount, and 2% are buying them less often.
Stacked bar chart showing that 87% of shoppers are likely to switch to a retailer’s store or generic brand if their preferred brand becomes more expensive, while 13% are not likely to switch.
Stacked bar chart showing that 47% of shoppers say store or generic brands offer more value than national brands, 38% say they offer about the same value, and 2% say they offer less value than national brands.

QUICK TAKEAWAY

Retailers, lean into your store brands. Shoppers already see the value, and they’re buying in. Bolster these lines with quality, visibility, and promotion, and you’ll not only capture switching shoppers but also turn them into fans.

Conclusion

At the end of the day, price increases have impacted almost everyone, and shopper loyalty is looking a lot more fragile than it used to. While some categories might seem a bit more resilient, the data shows that price sensitivity is universal. Brands and retailers that meet shoppers where they are today, and consistently deliver on value, will set themselves up for success.

Key Takeaways

Keep costs steady if you can.

Shoppers are very sensitive to price hikes today, so stable pricing (or at least crystal-clear pricing) goes a long way in staying in their orbit.

Add extra value if prices rise.

Loyalty rewards, free shipping, future discounts, or product quality upgrades can soften the sting and help keep shoppers around. If competitors are cutting back on perks, consider leaning in as a way to stand out.

Don’t sleep on store brands.

With more shoppers turning to them for value, bolstering your private label or generic options could be one of the smartest plays in today’s economy.

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