New Research Confirms It: Smart Shopping Will Define Holiday 2026
Questions & Answers with Rodney Mason, Chief Marketing Officer for Minty
RH-Hub: With 96% of consumers stretching their budgets, what specific “smart shopping” behaviors should retailers be designing for this holiday season?
Rodney: Consumers are increasingly looking to stretch their holiday budgets. Retailers looking to meet consumers where they are must acknowledge that the new shopper mindset tells them there’s always a better deal out there. Retailers will have to make value easy to find and understand. Price matters, but so does cashback, loyalty rewards, free shipping, and other incentives that improve the purchase economics.
RH-Hub: How is inflation changing the way shoppers respond to personalization, and what adjustments should retailers make to keep value‑driven customers engaged?
Rodney: Inflation has created a more selective shopper overall. With 91% of consumers concerned about inflation this holiday season, personalization needs to take into account what a shopper is trying to accomplish versus only considering what a consumer is likely to purchase. That could look like pairing a product recommendation with a relevant cashback offer or savings opportunity. The best personalization recognizes that relevance is tied to value and helps shoppers feel confident they’re getting the right product for the best price, rather than simply encouraging them to spend more.
RH-Hub: What loyalty signals matter most right now, and which traditional indicators no longer help retailers predict whether a customer will stay or switch?
Rodney: Repeat purchases are no longer a sure sign of loyalty. Price and the best available deal are now the biggest influences on where consumers choose to shop, so past purchases alone may not be a reliable indication that a customer will return. Retailers should pay closer attention to how shoppers engage with cashback, savings tools, and promotions, because those behaviors can signal what will ultimately influence their next purchase. The opportunity is to give shoppers a compelling reason to choose you each time, rather than assuming previous behavior guarantees future loyalty.
RH-Hub: Where are retailers missing spend as shoppers shift trip types and channels, and which digital touchpoints represent the biggest untapped opportunity?
Rodney: Retailers may be underestimating the spending potential of their most price-conscious customers. Minty research found that shoppers who use cashback and savings tools plan to spend 30% more this holiday season than non-users, and nearly half plan to increase their holiday spending compared with just 13% of non-users. These consumers aren’t necessarily looking to spend less. They’re looking for confidence that they’re getting the most value for what they spend. Retailers that deliver meaningful savings through cashback, promotions and other digital incentives have an opportunity to unlock more spending.
RH-Hub: What does this research tell retailers about what will actually win the holiday shopper in 2026?
Rodney: Consumers are price sensitive, but they are really looking for the greatest value. Ninety-one percent are concerned about inflation, but 79% still plan to spend the same or more, and 96% are actively looking for smarter ways to make those budgets go further. They’re starting earlier, comparing more, using AI to find the best price, and turning to cashback and savings tools before they buy. Winning this shopper means proving value throughout that process, not just putting something on sale at checkout. Retailers need to make their best price, offers, and incentives easy to find in the digital channels where consumers are increasingly deciding what and where to buy.
Rodney Mason is Chief Marketing Officer for Minty, the loyal AI shopping companion with hundreds of millions of shoppers that unleashes more value for shoppers and loyalty for brands. Minty is ranked a top 5 e-commerce tool.
