Shoppers aren’t defined by the generations they belong to anymore; instead, they’re clustering around mindsets, according to BNPL service Afterpay’s Spring/Summer 2026 Trends Report, which analyzed U.S. first-party spending data on the platform between Jan. 1 to Feb. 13, 2026 versus the same time period in 2025.
Rather than being defined purely by demographics, today’s shoppers are shaped by identity-driven mindsets, and those mindsets are influencing everything from wellness purchases to nostalgic design and experience-led spending.
For retailers, this means shifting marketing strategy away from tracking who the customer is and instead focusing on understanding who they’re trying to become.
“We’re not just looking at what Gen Z or millennials are buying anymore. We’re seeing how cultural identity, values and self-expression are driving purchase decisions across age groups in ways we’ve never seen before,” said Shakaila Forbes-Bell, Consumer Behavior Psychologist at Afterpay in a statement. “Every purchase feels like an investment in feeling sharper, stronger, more in control — products that promise improvement or prevention are resonating because they offer a sense of agency in an uncertain world.”
Here are the five emerging consumer archetypes driving spending right now:
1. The Wellness Junkie
For the Wellness Junkie, self-care has evolved into systematic optimization. Shoppers are investing in products that promise performance, prevention and long-term wellbeing. Demand is surging across wellness-focused purchases; for example, undereye patches and magnesium supplements are both up 417% on Afterpay, while creatine purchases have grown 383%.
2. The Analog Revivalist
In an always-connected world, the Analog Revivalist is choosing slower, tactile experiences over digital convenience. Creative and nostalgic products are seeing renewed interest, including oil pastels (+258%) and instant film cameras (+157%).
“This is about creating a counterbalance to cognitive overload caused by screen fatigue,” noted Forbes-Bell. “Physical objects are becoming emotional anchors — people are actively seeking out products that slow things down, provide them with an increased sense of control, invite creativity or offer sensory engagement.”
3. The 2016 Nostalgia Seeker
Nostalgia continues to influence shopping, but the timeline is getting shorter. The 2016 Nostalgia Seeker reflects a growing appetite for mid-2010s aesthetics, with purchases of low-waisted skirts up +369% and clear chairs up +175% as shoppers revisit familiar styles through a modern lens.
4. The Main Character
For the Main Character, shopping is about visibility and expression. Strategic statement purchases are driving demand across fashion and experiences, including concert tickets (+277%) and faux-fur coats (+218%), reflecting a shift toward bold, socially shareable moments.
5. The Comfort Curator
Finally, the Comfort Curator highlights the growing emotional role of everyday objects. Small collectibles and sensory products are gaining traction, with Smiski figurines up 157% and sensory toys up 83%, as shoppers seek items that provide comfort, focus or self-expression.
“Emotional utility is becoming as important as functional utility,” said Forbes-Bell. “Small, affordable, collectible items are trending because they encourage cognitive redirection at a time when burnout levels are rising. They serve to relieve pressure, anxiety and enhance concentration, satisfying our need for both comfort and stimulation in bite-sized, manageable ways.”
Check out the full report, which explores each of these archetypes in depth, here.
