U.S. consumers continued to spend in May, demonstrating purchasing resilience and evolving spending priorities despite mounting economic pressures, according to market research and analytics company Circana.
Overall retail spending rose 1.3% year over year, while unit demand declined 1.5%, signaling more selective, value-conscious shoppers, according to Circana, LLC. May spending patterns highlighted erratic consumer behavior shaped in part by the delayed impact of elevated fuel costs, Circana noted.
In the four weeks ending May 30, 2026, performance varied across retail sectors. Retail food and beverage sales increased 2.2%, with unit demand essentially flat (+0.1%), indicating stable consumption despite early signs of moderation, according to Circana. Non-edible consumer packaged goods (CPG) posted a 2.3% increase in dollar sales, even as unit demand fell 2.1% year over year. Discretionary general merchandise saw 1.2% revenue growth, alongside a 4.3% decline in unit sales, reflecting heightened sensitivity to price and necessity, Circana noted.
“While gas prices have eased slightly, consumers appear to have adjusted to elevated levels, unlocking pent-up demand,” said Marshal Cohen, chief retail industry advisor for Circana. “The pain at the pump didn’t dampen Memorial Day spending either — the week delivered modest year-over-year growth.
“That being said, consumers may be callused to higher prices, but they’re not numb — they remain highly engaged and intentional in how they spend,” Cohen added.
While overall consumption remains steady, discretionary categories are showing some strain, with non-edible CPG and general merchandise experiencing more pronounced softening in unit demand, Circana data indicates. Footwear and apparel are under the greatest pressure, with declining volumes and pricing compression, Cohen noted. Notably, he said, private-label brands now account for 49% of apparel sales revenue, signaling value-driven trade-down behavior. Across retail, unit demand will be a critical indicator moving forward, as it reveals early signals of shifting priorities and potential pullbacks, according to Cohen.
Despite tightening budgets, consumers continue to invest in categories aligned with lifestyle and enjoyment. Entertainment-driven segments, such as video games and toys, recorded notable gains, Circana reported. Beauty products also remain a steady driver of discretionary spending, according to the market research and analytics company.
Practical purchases — including automotive products, technology and small appliances — reflect ongoing prioritization of essential needs, Cohen said. Such behavioral patterns mirror those observed during the pandemic, though current shifts are rooted in economic uncertainty rather than health concerns, suggesting this is the consumer’s new go-to response to external volatility, he noted.
“Resilience in consumer spending is not automatic — it must be activated,” Cohen added. “Consumers remain willing to pay a premium for quality, but they are increasingly selective. Coupled with the current digital-first environment, impulse buying is hard to come by. Success lies in the ability to transform purchase moments into compelling, destination-driven experiences that balance both enjoyment and value.”
