February 13, 2026
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Will Escapism, Trend Fatigue, and Self-Preservation Be the Top Consumer Themes of 2026?
In an analytical aggregation of data points pulled from seven reputable sources — including Euromonitor, Faire, Morgan Stanley, Pinterest, Stitch Fix, TikTok, and WGN — Retail Touchpoints writer Nicole Silberstein made the case for four “vibes” resonating with consumers throughout 2026.
Kicking off with the first: “The primary impulse driving consumers this year will be self-preservation — finding ways to mitigate the impact of everything going on in the world, both financially and emotionally,” Silverstein wrote, noting that Morgan Stanley’s forecast signaled a litany of pressures facing today’s consumer.
In response, according to the annual TikTok Next report, consumers were pulling away from discretionary spending and focusing on essentials: However, what exactly qualifies as essential was increasingly being driven by emotion, rather than cold, dispassionate logic.
“Advertisers should show how their brand delivers real, everyday value — whether through cost-per-wear, emotional payoff or community connection,” TikTok suggested, with Euromonitor research coinciding to underscore a growing thirst for products satisfying wellness and emotional well-being demands.
“Glimmers are the opposite of triggers. Essentially, they can be understood as micro-moments of joy, comfort and safety, and they will increasingly become a vital coping tool for consumers,” said Cassandra Napoli, Head of Consumer Forecasting for WGSN.
Escapism Will Be a Vibe For Shoppers This Year
With the U.S. and global economy going somewhat sideways still in 2026, it may be unsurprising that consumers are looking for a little escapism. “[Consumers are] engaging in safe havens, finding relief in everyday rituals and using nostalgia to feel like themselves again,” Pinterest stated, also indicating that those polled are unable to envision a future beyond the next two years (an ominous marker).
Other data points pulled from the analysis:
- Nostalgia is moving into reclamation: More than half of Pinterest survey respondents said they’re currently rewatching classic TV or movies, and almost the same number (~40%) are cooking / eating traditional comfort foods.
- Comfort, nostalgia as needs: A majority (55%) of those polled by the social media platform called comfort a “primary emotional crutch,” one which — per Silberstein — will “drive a continued demand for nostalgic environments and merchandise.”
Fandoms, Most Notably Sports, Lean In
Somewhat in tandem with the drive for escapism, fandoms are expected to drive serious consumer spend in 2026 — particularly around sports. WGSN underscored a belief that sports will act as “the ultimate cultural super channel” as shoppers seek to tune out more serious, gloomy news in favor of glossy superstars and high-octane athletics. High-profile athletes will gain even greater culture and economic cache as tastemakers for consumers.
“Why is fandom so powerful? It’s because fandom is deeply emotional,” Napoli said. “People engage with it daily, and it’s also very long-lasting. Typically, if we’re a fan of something it’s for life. Fandoms today are not just about entertainment. They shape identity, influence purchasing and foster deep emotional connections and bonds.”
Music and IP fandoms were also noted as persuasive in the report, though not to the level of sports.
Consumers Find Conformity in Nonconformity?
Finally, noncomformity was the fourth vibe listed by Silberstein. Described by various sources in a myriad of ways — from “algorithm fatigue” (Faire) and “trend fatigue” (Pinterest) to “movement away from passive consumption” (TikTok) and a tendency to “ignore trend churn” (Stitch Fix) — the proven desire of shoppers to define their own customized fashion and product palate appears to be poised to grow in the days, months, and years to come.
“In 2026, we’re seeing shoppers move beyond trend-chasing and toward choices that feel deeply personal,” said Jennifer Burke, CRO of Faire, as cited by Silberstein. “They’re using shopping as a way to express identity, build community and create meaning in everyday moments.”
Among the ways in which consumers are expected to splash out in their own individual fashions:
- Hunting down unique, smaller or independent brands: Seeking “unique, mission-driven brands” that may operate outside of the Google/AI universe, shoppers could return to exclusivity or uniqueness by actively bucking trends.
- Bookworms, rejoice: A return to reading books might be an what’s-old-is-new-again turn of the page to a previous era, this time with a distinction that shoppers are “building identities around what they read, turning fandom into community through book clubs and shared rituals,” as Faire highlighted. The platform cited data that literature searches were up 113%, for paperback boos up 131%, and a resulting flood (a 2,092% increase) in book totes resulted.
“With 91% of Gen Z declaring ‘the mainstream’ is officially over, we’re living through a fundamental shift in how people try on trends,” Pinterest said.
“It’s not about following the crowd anymore — it’s about taking what’s popular and turning it into something unique,” the social media giant added.
BrainTrust
Nicholas Morine
Recent Discussions
Discussion Questions
Of the four trends named — self-preservation, escapism, fandom, and nonconformity — which do you believe will be most impactful in retail? Do you disagree with any of the choices?
What other shopper or consumer trends do you see as gaining real traction in 2026? Why aren’t people talking about this, in your opinion?
Poll
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Of the four trends highlighted — self-preservation, escapism, fandom, and nonconformity — what resonates most isn’t any single theme in isolation but how they play out differently across consumer segments. In a diverse marketplace, no one trend fits everyone. For value-oriented shoppers, self-preservation manifests as disciplined spending, prioritizing essentials, and seeking tangible wellness benefits. For experience-seekers and cultural communities, escapism and fandom fuel purchase decisions around collectibles, entertainment-driven products, and lifestyle experiences. Nonconformity is most pronounced among younger cohorts who use fashion and subcultural cues to define identity. Rather than disagreeing with the choices, I’d emphasize that their impact depends on which consumer segment we’re talking about, and that retailers will succeed to the extent they tailor executions — not just narratives — to those distinct motivations.
In terms of other trends gaining traction in 2026, one that feels under-discussed is the rise of purpose-anchored purchasing that goes beyond traditional ESG buzz. Consumers—especially younger consumers—increasingly evaluate brands not only on product quality but also on their behavior in social, environmental, and community contexts. This isn’t just a corporate responsibility story; it influences loyalty, advocacy, and willingness to pay a premium. Another emerging trend is the integration of digital and physical identity in commerce—from unified shopping profiles and predictive personalization to persistent loyalty ecosystems that operate across channels. These shifts are happening under the hood, driven by data and AI, but they aren’t as splashy in trend roundups as “escapism” or “fandom” even though they may have deeper, longer-lasting impacts on purchase behavior.
I think part of the reason people don’t talk about trends like purpose-based purchasing or digital-identity commerce as loudly is that they don’t lend themselves to catchy labels, yet they quietly shape long-term loyalty and lifetime value. In contrast, themes such as escapism and nonconformity are culturally salient and readily visualized in marketing campaigns. In reality, retail success in 2026 will come from recognizing that no trend is universally dominant — different segments respond to different motivations — and building strategies that reflect a tapestry of consumer behaviors rather than a monoculture of a single “trend of the year.”
These are all very valid, but they are not necessarily new. Fandom created huge growth last year in categories such as collectibles. Nostalgia and anemoia have been deeply embedded for quite few years now, as consumers search for supposedly simpler times. The only one I take issue with is ‘non-conformity’. I think this is too bluntly expressed. What’s actually occurring among a lot of younger consumers is a desire for more control in forming their identities rather than simply following trends. It’s not being deliberately non-conformist in a rebellious type way, it’s more a pick-and-mix approach to style and other facets of identity.
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Of the four trends highlighted — self-preservation, escapism, fandom, and nonconformity — what resonates most isn’t any single theme in isolation but how they play out differently across consumer segments. In a diverse marketplace, no one trend fits everyone. For value-oriented shoppers, self-preservation manifests as disciplined spending, prioritizing essentials, and seeking tangible wellness benefits. For experience-seekers and cultural communities, escapism and fandom fuel purchase decisions around collectibles, entertainment-driven products, and lifestyle experiences. Nonconformity is most pronounced among younger cohorts who use fashion and subcultural cues to define identity. Rather than disagreeing with the choices, I’d emphasize that their impact depends on which consumer segment we’re talking about, and that retailers will succeed to the extent they tailor executions — not just narratives — to those distinct motivations.
In terms of other trends gaining traction in 2026, one that feels under-discussed is the rise of purpose-anchored purchasing that goes beyond traditional ESG buzz. Consumers—especially younger consumers—increasingly evaluate brands not only on product quality but also on their behavior in social, environmental, and community contexts. This isn’t just a corporate responsibility story; it influences loyalty, advocacy, and willingness to pay a premium. Another emerging trend is the integration of digital and physical identity in commerce—from unified shopping profiles and predictive personalization to persistent loyalty ecosystems that operate across channels. These shifts are happening under the hood, driven by data and AI, but they aren’t as splashy in trend roundups as “escapism” or “fandom” even though they may have deeper, longer-lasting impacts on purchase behavior.
I think part of the reason people don’t talk about trends like purpose-based purchasing or digital-identity commerce as loudly is that they don’t lend themselves to catchy labels, yet they quietly shape long-term loyalty and lifetime value. In contrast, themes such as escapism and nonconformity are culturally salient and readily visualized in marketing campaigns. In reality, retail success in 2026 will come from recognizing that no trend is universally dominant — different segments respond to different motivations — and building strategies that reflect a tapestry of consumer behaviors rather than a monoculture of a single “trend of the year.”
These are all very valid, but they are not necessarily new. Fandom created huge growth last year in categories such as collectibles. Nostalgia and anemoia have been deeply embedded for quite few years now, as consumers search for supposedly simpler times. The only one I take issue with is ‘non-conformity’. I think this is too bluntly expressed. What’s actually occurring among a lot of younger consumers is a desire for more control in forming their identities rather than simply following trends. It’s not being deliberately non-conformist in a rebellious type way, it’s more a pick-and-mix approach to style and other facets of identity.