The Forces Shaping Consumer Traffic in 2026

Key insights from the report:

• Higher gas prices reshuffled consumer activity rather than merely slowing it down. Dining traffic absorbed most of the pressure, while retail remained resilient as consumers favored closer-to-home shopping and became more selective about discretionary trips.
• A clear value proposition mattered more than price alone. Wholesale clubs, off-price retailers, fine dining, and affordable indulgences all outperformed by giving consumers a compelling reason to spend despite ongoing economic pressure.
• Promotions remained one of retail and dining's most reliable traffic drivers. Even in a value-conscious environment, well-executed sales, giveaways, and limited-time offers consistently generated meaningful visitation gains.
• Nostalgia emerged as a powerful traffic catalyst. Brands and properties that successfully tapped into consumers' renewed affection for legacy formats and early-2000s brands – from Pizza Hut Classic locations to Barnes & Noble and shopping centers – saw meaningful traffic momentum.
• The biggest lesson from H1 2026 was that consumers became more selective, not less engaged. The brands and destinations that outperformed shared a common trait: they gave consumers a clear answer to the question, "Why is this trip worth it?"

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