In 2025, the old rules of buying are breaking. Inflation, digitization, and social media influence are reshaping consumer behavior faster than most brands can adapt. One of the recent studies shows a clear polarization: some shoppers chase the best deal, others are willing to pay for premium. The “good-enough, mid-priced” middle is getting squeezed.
What the study revealed
Source: Statista How brand roles are changing
In everyday categories, brand names matter less — consumers will readily swap a well-known label for a cheaper alternative. In premium categories, the brand remains a powerful trigger.
The trend is unmistakable: people migrate either to budget or premium. Brands without a sharp position vanish into the noise. Younger shoppers switch fluidly between no-name and luxury; older shoppers stay loyal only when the value is tangible.
The new path to purchase
Digital platforms have blurred the line between “planned” and “impulse.” Even high-ticket items can be bought on a whim when a trend hits.
Example: A Dubai chocolate went viral on TikTok, became scarce, and its price jumped 10x in just a few days.
Algorithms on TikTok and Instagram can turn an obscure product into a bestseller almost overnight. Meanwhile, price comparison, reviews, and aggregators are now standard steps before checkout. Trust is built less by ads and more by social proof.
5 strategies for the retail future
AdSkill expert insights
“Today, consumer choices are evolving faster than businesses can adapt. Companies that continue to ‘stay in the middle’ risk losing customers on both ends — those seeking maximum value and those wanting premium quality. Brands with clear positioning and bold strategy are the ones that win.”
Darya ViryasovaTeam Lead at AdSkill
“The impact of the digital environment and social media on impulse purchases can no longer be underestimated. Even traditional categories, like home appliances, are swept into TikTok trends. For retail, this isn’t a threat but an opportunity: skillfully connecting digital channels with offline sales creates synergy and shortens the customer journey from ‘I want it’ to purchase.”
Olga KilimistayaProduct Manager for TikTok
