3 Trends Reshaping US Consumer Shopping Behavior in 2025

It's no secret that the retail landscape is constantly evolving, shaped by changing consumer preferences, the rise of new technologies, and shifting market dynamics. US consumers today value more than just a product's aesthetic when it comes to shopping for fashion, beauty, accessories, footwear, and home & gifts - they actively weigh aspects such as product value, quality, ethics, service, and the retail experience. For brands and retailers trying to stay ahead of the curve, it may feel like a never-ending cat-and-mouse game.

To remain competitive, companies must embrace agility as a key component of their business models while sharpening their strategic focus and storytelling to better resonate with shifting consumer expectations. Fashion companies that are able to keep a finger on the pulse when it comes to these moving priorities are better equipped to adapt, elevate brand relevance, and find their way through the industry's ongoing transformation. And for those who are not? Luckily, a new comprehensive study from the Informa Markets' fashion portfolio, which includes leading B2B events such as MAGIC Las Vegas and Coterie, offers a closer (and data-rich) perspective on the evolution of the American consumer.

Drawing on responses from 800 US shoppers and layered with expert analysis, the report “2025 US Fashion Consumer Outlook Report” uncovers critical trends in purchasing behavior and digital engagement, signaling a key shift across the national retail landscape. Highlighting several changes across both women’s and men’s markets, with particular attention to the growing influence of digital commerce, pricing considerations, sustainability, and technological advancements, we take a closer look at the five main factors that are increasingly shaping how today’s consumers engage with fashion.

#1 Balancing Perceived Value & Conscious Cost

Price remains the dominant driving factor in consumer decision-making, with 40 percent of US shoppers citing affordability as their top consideration when purchasing fashion. Affordability, quality, and durability were the three leading factors for US consumers when choosing which fashion brand to shop from, with 32 percent of consumers stating they factor ethical and sustainable production into their buying choices. With a growing demand for affordable, responsible fashion, this consciousness is bounded by cost, as most consumers are only willing to pay up to 10 percent more for sustainably made products.

A growing sensitivity to both price and purpose is giving rise to a more calculated approach to consumption. Consumers are weighing their purchases more carefully, often through a lens of long-term value. Although there is resilient growth within the non-luxury and mass-market segments, brands targeting these tiers would be wise to sharpen their focus on value-driven differentiation. While affluent US consumers maintain a steady appetite for premium fashion, mid- and lower-income shoppers are increasingly strategic in their purchases, prioritizing affordability, cost-per-wear value, and promotional incentives.

For brands, this presents a clear directive: appeal to the economically mindful while integrating purpose-driven practices that don’t compromise perceived value. As market conditions begin to stabilize and interest rates level out, there is clear room for strategic growth across the pricing spectrum. Other factors driving fashion purchases in 2025 include both practical and stylistic preferences, with versatility, timelessness, and trend relevance impacting US consumer shopping behavior. At the same time, limited editions and gender-neutral designs attract niche audiences seeking more personalized, identity-focused fashion.

#2 The Evolution of E-Commerce & AI-Powered Retail

The retail landscape continues to evolve dramatically, with digital channels now dominating consumer preferences. A significant 55% of consumers show a clear preference for online retail platforms, while half of all shoppers prioritize purchasing directly from brand websites. This digital transformation extends to social commerce, which is emerging as a dominant discovery channel, where 38% of consumers actively engage with platforms like Instagram Shopping and TikTok Shop, though these remain secondary to traditional purchasing channels.

Meanwhile, artificial intelligence is transforming the retail experience by changing how consumers discover and purchase fashion with enhanced product recommendations, optimizing inventory management, and improving personalization. With AI-driven shopping tools gaining traction, combined with the rising influence of social media platforms as discovery channels, a new retail approach is being created. Brands and retailers should leverage data-driven insights to enhance customer engagement and conversion rates, as companies that integrate AI-powered personalization and social-first strategies will be better positioned to attract trend-conscious and digitally engaged consumers.

#3 The Impact of Gender & Trend Growth Drivers

Gender remains a defining factor in US consumer behavior across all five market categories, according to the study. Women accounted for the majority of spending in beauty, grooming, and accessories, driving 71 percent of total spend, while men lead in categories like footwear and high-ticket items, including watches, sneakers, and tailored apparel such as suits, making up 53 percent of spend in these segments. The differences in spend present a strategic opportunity for brands and retailers to fine-tune their approach.

For example, the higher shopping frequency among women in apparel, beauty, and accessories suggests strong potential for loyalty programs, personalized promotions, and subscription models that reward repeat purchases. In footwear specifically, where women represent more than half of frequent buyers, curated bundles and exclusive offers can further boost regular purchases. Meanwhile, in more evenly split categories like Home & Gifts, brands should maintain a balanced, gender-inclusive assortment supported by seasonal campaigns or gifting guides to drive interest across demographics.

Generational and gender-based preferences are also redefining consumer priorities across fashion, beauty, and home. Younger shoppers, especially women, are fueling growth in skincare, denim, and fashion essentials such as leggings and skirts. At the same time, men are increasingly gravitating toward sneakers and comfort-driven footwear. As these more nuanced shopping preferences take shape, brands would be smart to respond with products that deliver on comfort, design, and relevance.