Spring Brings a New Type of Consumption: Less Impulse, More Planning

Recent data published by the National Institute of Statistics shows a cautious evolution of consumer spending in Romania: retail trade recorded growth of just 0.2% in 2025, while the food segment declined by 2.7%. In the context of these figures, Shopfully identifies not a crisis but a profound transformation in purchasing behavior: consumers are not buying less but buying more intelligently, more strategically, and with greater attention to value.

Spring Brings Predictable Changes in Retail

Traditionally, the first months of the year are marked by a return to normalcy after the holiday season, budget recalibration, and a clear shift toward more planned shopping behavior.

“What we are seeing is not a dramatic drop in consumption, but rather a maturation in how Romanians manage their spending,” explain Shopfully Romania representatives. “Consumers enter spring with clear shopping lists, actively search for relevant promotions, and use digital tools to optimize every leu spent,” emphasized Cătălin Pațachia, Country Manager at Shopfully.

Seasonality also influences categories of interest: while in January–February searches in shopping apps focus on essentials, spring cleaning, and transitional clothing, in March there is a significant increase in interest in gardening, outdoor furniture, and Easter preparations.

Shopping Apps Become Strategic Tools

In Q1 2026, Shopfully observes increased user engagement on digital shopping platforms, while searches for specific categories (fresh products, weekly promotions, local deals) become more frequent and more targeted.

“The 2026 consumer no longer shops randomly. They compare, plan, and decide based on the information available on their phone. Retailers who understand this dynamic and communicate proactively, transparently, and in a personalized way gain a significant competitive advantage,” concludes Cătălin Pațachia.

Solutions for Retailers: Personalization, Context, and Relevance

In response to these trends, Shopfully recommends that retailers adopt strategies built around three key pillars: contextual communication, where messages are tailored to the time of year, seasonal needs, and local consumer behavior; intelligent personalization, as generic offers are becoming less effective and consumers increasingly value recommendations based on their shopping history and real preferences; and digital promotional catalogs, have the ability to reach consumers at the moment of decision and turn intent into an in-store visit.

Shopfully estimates that Q1 2026 will lay the foundation for a more mature, data-driven retail environment that is closer to consumers’ real needs — a win for all parties involved.

About Shopfully

Shopfully is the European leader in Drive to Store solutions, helping retailers and brands turn online searches into shopping. It operates in 25 countries and has a team of over 1000 specialists. The company collaborates with over 500 retailers and brands, reaching over 400 million consumers globally through an extensive network of media partners, digital platforms, and innovative technology solutions, including its own hyperlocal marketing platform based on artificial intelligence.