Consumers spending is being fueled by today’s challenges, according to recent research by Circana. The market research company reports that total U.S. retail sales revenue, across discretionary general merchandise, retail food and beverage, and non-edible consumer packaged goods (CPG), for the first 10 weeks of 2026 is up 2% from the same time last year, with equivalent demand levels overall.
Circana points out that the macro results demonstrate the consumer’s overall resilience amid rising costs, economic challenges, and other distractions making headlines. While those distractions are adversely impacting many areas of retail, the consumer’s ability to pivot their behaviors in ways that benefit them is providing substantial pockets of growth.
The top growth industries reveal examples of lifestyle spending. Video games, toys, prestige and mass beauty, auto aftermarket products and tires, retail food and beverage, fashion accessories, and non-edible CPGs have all demonstrated dollar gains in the 10 weeks ending March 14, 2026, despite varying shifts in demand and price. The top growth brands highlight larger consumer themes and provide a view into the lifestyle priorities consumers are investing in. Current themes span aspects of wellness, functional beverages, flavor innovation, next-gen tech solutions, nostalgia, and viral social moments.
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