Key 2026 consumer trends include AI-assisted shopping: Shinhan Card

Passersby browse clothing on display outside a store in Seoul’s shopping district of Myeong-dong, Sunday. Yonhap

Artificial intelligence (AI)-assisted spending makes up one of the six key consumer trends for 2026, highlighting consumers’ desire to make rational decisions in the face of overwhelming information, Shinhan Card said Wednesday.

The other five trends identified by the country’s leading credit card issuer are price optimization, slow-paced experiential consumption, fandom-driven subculture, data-driven health management and group-based bulk buying.

“We summarize these trends under the term 'Wise up,'” the company said, noting that although the phrase is not standard English, it reflects how consumers are becoming smarter and more aware in their spending.

“The term represents a new era where consumers leverage technology and data to make smarter choices,” it added.

The six keywords were picked based on an analysis conducted by Shinhan Card’s big data research center covering the period from January to October 2025.

The company explained that AI assistants are becoming increasingly important, as AI is used to support daily life across work, shopping and other activities.

It noted that subscriptions to AI-based services surged 187.9 percent over the 10-month period.

Regarding price optimization, the company said consumers are focusing on getting the best value rather than simply cutting spending from high living costs.

For example, payments using Shinhan Card at one cost-efficient fashion brand and beauty outlet increased 1,771 percent and 5,055 percent, respectively.

In contrast, major department stores saw a 2 percent decrease, while online luxury platforms experienced a 27 percent decline.

Slow-paced experiential consumption illustrates a trend where consumers seek meaningful experiences, such as visiting quiet cafes designed for journaling, creative writing and focused study, or purchasing stationery rather than rushing through digital content.

Fandom-driven subculture refers to the growing popularity of niche interests, including animation, games and related character franchises.

Payments using Shinhan Card at experiential venues associated with these subcultures increased by 106 percent.

Data-driven health management describes a trend in which consumers prioritize both physical and mental wellness, actively seeking data and information to guide their health-related decisions and experiences.

Group-based bulk buying emphasizes the expansion of connected consumption through collective purchases. The trend spans consumers from their 20s to those over 50.