• The Romanian buyer searches, compares, takes advantage of promotions only when they deserve them, changes stores if they find better value, and pays only for what they consider worth the money.
In 2026, shopping smart is no longer just about finding the lowest price. For more and more Romanians, it means looking at deals before leaving the house, comparing stores, waiting for the right promotion, giving up what is not necessary and, sometimes, changing the store or brand just to optimize your budget. Price matters, but it is no longer the only criterion. Utility, quality, time and convenience are also weighed.
Economic pressure explains much of this change. Although annual inflation has started to fall slightly, prices continue to rise. In July they increased by 0,58%, and compared to December 2025 the advance was 4,4%. At the same time, the average net salary increased in June by only 3,5% compared to the previous year – clearly below the pace of price increases. The effect is visible in stores: retail sales volume fell by 5,6% in the first half of the year and by 5,7% in June, compared to the same month in 2025. In this context, buying more carefully has become a form of money management, not a style choice.
Information before going to the shelf
The Shopfully study "The State of Shopping 2026" shows that almost 69% of Romanians search online for a product at least once before buying it. If we add those who do this only from time to time, the percentage rises to 87%. Almost half look first on the websites or apps of stores, and 31% turn to Google. The phone has become, practically, the first step in the buying process. From there, they find out what's on sale, compare the options and decide where it's worth going.
Habits have clearly changed. Only 8% of those surveyed say they have not changed their shopping habits at all because of prices. In contrast, 60% split their shopping between multiple stores to get the best deals. Some 69% are willing to give up their regular store if they can find better deals elsewhere, and nearly three-quarters would go to another chain just to find the brands they want. Nearby stores still matter – around 70% value them – but convenience is no longer enough to retain customer loyalty. A person may have one basic supermarket for everyday purchases, another for household products, and a third for larger purchases.
Promotions are no longer driven by impulse buying
Promotions have also entered a different logic. Almost seven out of ten people say that offers strongly or very strongly influence them. Over half prioritize products on sale or those with the biggest discounts. 28% use coupons and offers more often, and 21% focus their shopping during discount periods or postpone important purchases. However, "smart shopping" It doesn't mean automatically taking everything that's discounted. People start to judge: what is the final price, if they really need the product, how much it would cost elsewhere and if it's worth the trip. For stores, the message is clear: the discount percentage is no longer enough. The real value of the offer must be shown.
A less visible part of this behavior is giving up. Almost half of respondents have cut back on non-essential spending. In some categories, the cuts are even more drastic: almost 69% have reduced investments in furniture and decorations, about 60% in electronics, 59% in home projects and almost 54% in new clothes. For everyday products, the strategy is different. They look for promotions, compare stores or switch to cheaper brands or private label products – almost a quarter say they have done or are willing to take this step. Price matters a lot, but quality has not disappeared. Depending on the category, people continue to weigh price, value for money and how well the product does its job.
Where Artificial Intelligence Comes In
In all this change, Artificial Intelligence is also starting to appear. A quarter of Romanians have already used AI tools for purchasing decisions in the last 12 months. The use is still at the beginning, but the expectations are clear: they want a tool that compares the prices of the same product in several stores and that tracks price drops. AI could become an assistant that does not encourage greater consumption, but better spending of money.
The biggest change in 2026 is that being prudent is no longer just about buying less, but about buying more informed. People now have tools they rarely used in the past: digital catalogs, comparison shopping, apps, loyalty programs, price alerts, and increasingly, artificial intelligence. For stores, the competition has shifted. It's no longer just about the lowest price or shelf space. It's about getting on the customer's shortlist before they even get to the store.
Article source: "The State of Shopping 2026"
Article written by Gabriela Dan, Editor-in-Chief Arta Albă
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