Consumers are surrounded by options, messages, and ads at every turn. That hasn’t made buying easier. It’s made people more cautious. After years of digital overload and declining trust in online ads, buyers are getting more selective about where they spend and who they believe.
In 2026, shoppers are slowing down, tuning out noise, and paying closer attention to what feels real, useful, and trustworthy. These shifts are changing how people respond to marketing, especially at the local level.
Looking at how consumers behaved last year and the years leading up to it, clear patterns start to emerge. Those patterns point to how people will shop, choose brands, and respond to marketing in 2026. Here’s what you need to know.
According to a LendingTree survey, more than 90% of Americans shop local once a month, and 65% of them say they would shop local more often if cost weren’t a factor. Online shopping makes it easy to buy from anywhere, yet many consumers still prefer to spend their money locally. Supporting nearby businesses feels more personal and more meaningful for buyers who want their dollars to stay close to home.
With this in mind, there’s a huge potential for local advertising to work its magic. Restaurants, retailers, and other local businesses and services can take advantage of this opportunity with new customer promotions, shared direct mail, and other local marketing tactics. This is often the extra push consumers need to start utilizing local brands.
Digital marketing competes in crowded, low-trust spaces. Between spam filters, scam messages, and ad fatigue, consumers are more cautious about what they click. Physical mail avoids much of that friction.
Many consumers view physical mail as more trustworthy than digital marketing. According to a study by Lob, nearly half of consumers say brands that send direct mail feel more credible than those that rely solely on digital channels, and a significant share find direct mail more authentic or trustworthy than online ads.
Clear, tangible offers help shoppers move from consideration to action. A postcard or shared mail piece gives buyers something concrete to review while weighing their options. With simple messaging and QR codes that connect to digital content, direct mail supports both research and decision-making in one place, without adding friction.
Related Content: Why Smart Brands Are Ditching Digital-Only Marketing
Shoppers increasingly rely on personal values when making purchasing decisions. Before committing, many consumers take time to research brands, compare options, and evaluate whether a company aligns with what matters to them. Price still plays a role, but trust, transparency, and shared values often influence the final decision.
According to the Edelman Trust Barometer, consumers expect brands to act in ways that align with their beliefs, and many will avoid companies they do not trust or whose values conflict with their own. Trust has become a deciding factor in where people spend, not just what they buy.
For marketers, this means messaging has to do more than promote a product. It needs to communicate who you are, what you stand for, and why buyers should trust you. Channels that allow for clear, focused storytelling, like direct mail, give brands space to present those values without competing for attention in crowded digital feeds.
Despite being a digital-first generation (or perhaps because of it), direct mail works surprisingly well for younger audiences. With so much digital overload, physical mail is a welcome reprieve for many young adults — especially since consumers are receiving a lot less mail overall.
According to the USPS Office of Inspector General, 83% of Gen Zers shared they feel happy and excited when they find mail in their mailbox.
Younger audiences still use digital channels to research and validate brands, but direct mail can be the trigger that starts that journey. A well-timed mail piece paired with a simple digital path helps turn curiosity into follow-up and engagement.
With so many rising costs, consumers love a great deal and are often influenced by high-value, high-redemption coupons. According to DemandSage, almost 90% of U.S. consumers utilize coupons.
One of the best ways to showcase incredible deals for consumers is by utilizing shared mail. This approach is a great way to get your message shared locally to the consumers most likely to utilize your products or services. By including coupons with high savings, it offers a fantastic incentive that pushes consumers who are on the fence.
While consumers rely strongly on reviews and other information they can find online, one of the primary influential factors in decision-making is their family and friends. The McKinsey State Consumer Report states that social media is the least trusted source, while family and friends are the most trusted sources of information when choosing to use a brand. But consumer trust goes even deeper than that.
Today’s consumers also expect personalization with brand messaging, but they also feel uncomfortable with invasive data-retrieving practices and cold automation. According to Qualtrics, consumers want personalized user experiences, but only if they get full transparency over what data is being exchanged. To find the sweet spot, the best thing a company can do is be extremely open and transparent about its exact data practices, so consumers know what’s happening.
As consumers grow more cautious about how their data is used, marketing channels that feel less invasive gain value. Direct mail offers a way to personalize outreach without relying on tracking-heavy tactics, helping brands balance relevance with respect.
These six consumer trends in 2026 show that, despite the rise in automation and digital marketing, consumers crave authenticity, real value, and transparency. The best way to show who you are and what you have to offer is through utilizing an in-depth multichannel marketing campaign with both digital and physical marketing.
If you’re ready to start improving your messaging to your consumers, now is the time to start making a change. Try growing your ROI today with a combination of digital and physical marketing tactics with our team at Mailbox Merchants. Ready to see how shared direct mail can enhance your message?
Mailbox Merchants is the Northwest’s largest independently owned direct mail, multi-channel and digital marketing provider for local businesses. We marry the old and the new by tapping into the perpetual power of print media and using technology to strategically segment, target behaviors, and optimize performance through measurable marketing results.
