Market analytics company Circana credited lifestyle-driven demand for fueling a 2% gain in total U.S. retail sales revenue across discretionary general merchandise, retail food and beverage, and non-edible consumer packaged goods (CPG) for the first 10 weeks of 2026 versus the same period last year.
The macro results demonstrate the consumer’s overall resilience amid rising costs, economic challenges, and other distractions making headlines, according to Circana. While those distractions are adversely impacting many areas of retail, the consumer’s ability to pivot their behaviors in ways that benefit them is providing substantial pockets of growth, said Marshal Cohen, chief retail industry advisor for Circana
“The economy is underscoring the changed behaviors and purchase dynamics consumers developed as a result of the COVID-19 pandemic, but the focus on usage and replenishment has evolved,” Cohen said. “Consumers are spending on products that extend beyond the core needs and are increasingly grounded in lifestyle passions — the kind of passion that sparks growth at retail.”
Top growth industries during the 10-week period ending March 14, 2026, according to Circana, include such lifestyle-driven categories as video games, toys, prestige and mass beauty, auto aftermarket products and tires, retail food and beverage, fashion accessories and non-edible CPGs. The top growth brands highlight larger consumer themes and provide a view into the lifestyle priorities in which consumers are investing: wellness, functional beverages, flavor innovation, next-generation technology solutions, nostalgia and viral social moments, Cohen noted.
“Consumers have to have a reason to spend, be it a fundamental need, a change, or a passion — it is those reasons, and the ‘feel good’ impact, that are fueling today’s retail growth,” Cohen added. “Marketers must tap into both the practical and emotional sides of today’s consumer, addressing their lifestyle needs and creating a hunger for something more.”
