Consumer Pulse: a weekly look at what’s shaping shopper behavior

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For brands across retail and hospitality, economic volatility is creating daily pressure to make the right decisions.

At Klaviyo, we’re hearing the stress firsthand: brands are being asked to do more with less, while trying to make sense of shifting consumer behavior in real time.

So we’re launching Consumer Pulse: a weekly snapshot of what consumers are thinking, feeling, and doing right now. Each week, we’ll share fresh research on what’s driving purchase decisions and how those behaviors are evolving—so B2C marketers can make smarter, more strategic choices about everything from pricing to messaging to retention.

Because when it comes to earning share of wallet, especially in uncertain times, the brands that win are the ones that truly understand their customers. 

The latest consumer pulse: priorities are shifting—are your campaigns keeping up?

We just wrapped our latest consumer pulse check, and here’s what we’re seeing: shoppers aren’t shutting down—but they are thinking about shifting gears. They’re spending more intentionally, being choosier about who they buy from, and reassessing what loyalty means to them.

Restaurants may see the biggest pullback (61% of consumers say they’re planning to cut spending there), followed by apparel and travel. Even grocery spend is tightening. We expect these spending cuts are likely due to recent periods of high inflation and tariff conversations.

But let’s be clear: this is not performance data—it’s consumer sentiment. These responses are signals, not proof. Still, they’re worth listening to. What we do know: when consumers shop, they’re leaning into the brands they already trust. 

That’s a window of opportunity for marketers—if you act on it.

If you’re a marketer, this is your moment to meet people where they are—and Klaviyo gives you the tools to do exactly that. Here’s what this week’s consumer survey found, and what to do about it.

• Consumers want deals—specifically from brands they trust. 54% of shoppers say discounts are key to brand loyalty. With Klaviyo segmentation, you can target price-sensitive shoppers with personalized discounts—without discounting across the board. Use price drop flows to automatically notify customers when items they’ve viewed go on sale.
• Loyalty is a competitive advantage. 28% of shoppers are sticking with brands they already love. Klaviyo helps you identify VIPs using RFM analysis and CLV metrics. Build loyalty automations that reward your best customers with early access, exclusive drops, or personalized thank-you notes.
• Shoppers expect transparency. 62% of shoppers want clarity around pricing. Don’t wait until changes hit to communicate. Send an email today explaining where your brand stands, and commit to sharing updates as they come. Klaviyo’s campaign builder makes it easy to segment and send those messages across email and SMS.
• Consumers aren’t cutting back yet—but they’re signaling caution. Especially if you’re in restaurants, apparel, or travel, now’s the time to double down on retention. Klaviyo’s win-back and post-purchase automations, powered by predictive analytics, help you re-engage high-value customers before they churn.
• Doing more with less starts with smarter segmentation. Klaviyo’s RFM modeling and customer insights help you understand who’s loyal, who’s at risk, and who needs attention now. Combined with lifecycle automation and predictive analytics, you can turn that insight into action—automatically.
• Think less founder speak, more data. In uncertain times, customers aren’t looking for empty reassurances. They want information they can trust. 62% say they want pricing transparency and updates, but only 14% say personal notes from founders resonate. That’s a clear signal: prioritize relevance over sentiment.

Consumers are adapting fast. But that doesn’t mean you’re at the mercy of the market. With the right insights and the right platform, you can build marketing that adapts just as quickly—and turns uncertainty into opportunity.

We’ll be back next week with fresh data. Until then, keep listening, keep optimizing, and keep putting your customers first.