Retail sectors around the world face a turning point as consumer behaviour shifts dramatically ahead of 2026.
According to Colliers’ Global Retail: 2025 Trends & 2026 Outlook Report, the most influential forces reshaping retail are the blending of online and in‑store channels, growing price sensitivity, and the rising influence of Generation Z.
Omnichannel convergence reshaping growth dynamics
Colliers’ analysis shows that omnichannel retail integration is now a non‑negotiable part of strategy across global markets.
In markets such as Asia‑Pacific (APAC), physical and digital retail are merging at especially high speed — real retail spending in APAC is expected to grow by around 5 %, bolstered by strong tourism, domestic demand, and rapid mobile commerce adoption.
In mature economies, such as the U.S. and Europe, well‑executed omnichannel formats are proving more resilient, even as consumer headwinds increase.
As a result, retailers that continue to prioritise separate online and brick‑and‑mortar strategies could risk falling behind. The report argues that seamless experiences—combining e‑commerce, mobile, and in-store engagements—are now the backbone of competitive retail.
Value-driven consumers and generational change
A central theme of the report is a shift in consumer behaviour toward value. Inflationary pressures, concerns over debt, and economic uncertainty are pushing many consumers toward more selective spending.
Over 80 % of consumers globally say they are worried about their finances, according to Colliers.
In markets such as Latin America and the U.S., this has translated into heightened price sensitivity and more frequent brand switching.
At the same time, Generation Z is influencing how brands communicate and sell. The report highlights that younger consumers increasingly demand digital engagement, social commerce, and palpable brand authenticity.
In effect, Gen Z is accelerating the adoption of omnichannel models while also pushing retailers to rethink value propositions.
Opportunities and risks for 2026 and beyond
Looking ahead to 2026, Colliers identifies a number of opportunities and challenges for the retail sector.
On the upside, underused real estate assets—such as legacy department stores or large-format units—are being repositioned for mixed-use, experiential or adaptive reuse, creating fresh growth potential.
Urbanisation, digital adoption and tourism are also cited as long-term tailwinds sustaining retail momentum.
But risks remain pronounced. Key threats include high financing costs, inflation, geopolitical uncertainty, and trade tensions, all of which could constrain investment or slow consumer spending.
In Europe, Colliers points to volatile luxury demand (due in part to shifting tourism patterns) and competition from low-cost importers, putting pressure on traditional retailers.
For retail landlords, developers and operators planning for 2026, the message is clear: flexibility and consumer‑centric strategies will be essential.
Those who can balance digital and physical offerings, deliver value, and adapt real estate assets to new formats are best placed to succeed in the rapidly evolving retail landscape.
