What: GLP-1 weight-loss drugs, agentic commerce, and the resale market are driving major shifts in US retail spending and consumer behavior for 2026.

Why it is important: The convergence of wellness, AI, and resale highlights the need for retailers to innovate and adapt, building on insights from the past year’s market analyses.

US retail is undergoing profound transformation as health, technology, and generational shifts converge to reshape consumer behavior and spending patterns. The rapid adoption of GLP-1 weight-loss drugs is not only influencing demand for smaller apparel sizes and wellness products but also prompting retailers to innovate with new offerings, such as specialized food ranges and beauty solutions. At the same time, agentic commerce is emerging as a powerful force, automating shopping journeys and requiring retailers to overhaul digital operations to remain competitive. The resale market continues to gain momentum, propelled by younger generations’ focus on sustainability and thrift, which is pushing brands to embrace circular economy models and digital engagement. Meanwhile, the divide between high-income and low- to mid-income households is intensifying, with affluent consumers driving discretionary spending and value-based retailers thriving amid economic pressures. These intersecting trends are compelling retailers to rethink strategies, invest in technology, and respond to evolving consumer expectations to secure growth in a rapidly changing landscape.

IADS Notes: The PwC outlook for 2026 is strongly supported by recent industry developments. In September 2025, the “Ozempic effect” began reshaping US fashion retail, compelling brands to adjust inventory and sizing strategies (Forbes, Sep 2025). Marks & Spencer’s January 2026 launch of a food range for weight-loss drug users signalled growing health and wellness innovation (Retail Week, Jan 2026). The rise of agentic commerce, highlighted in September and November 2025, is transforming retail operations and consumer engagement, as AI agents automate shopping journeys and require new digital infrastructure (Journal du Net, Sep 2025; McKinsey, Nov 2025). The resale market’s evolution, as seen in December and October 2025, is driven by younger generations’ digital-first and sustainability values, pushing brands to adopt circular economy models (Forbes, Dec 2025; BCG/WWD, Oct 2025). Finally, the growing bifurcation of consumer spending, noted in December 2025 and January 2026, underscores the increasing reliance on affluent shoppers and the adaptability of value and luxury segments (The Economist, Dec 2025; Visa, Jan 2026).

What’s hot in the US for 2026: the view from PwC