Consumerism in 2026: Overcoming the "cheap illusion" and the FOMO trap in inflationary times.

(Dan Tri Newspaper) - Prices haven't cooled down, but the shopping frenzy continues. Amid inflation and FOMO (Fear of Missing Out), consumers in 2026 are being forced to learn how to spend more wisely.

In early February, a seemingly positive signal emerged in the market: US consumer sentiment rose to its highest level in six months, according to a University of Michigan survey cited by Reuters. After months of gloom due to inflation and economic uncertainty, this improvement suggested that confidence was gradually returning.

However, Reuters notes that this optimistic picture is not evenly distributed. Improvements are mainly coming from those with financial assets and investment portfolios, while the majority of households remain preoccupied with high living costs, consumer debt, and labor market risks. In other words, consumer sentiment is recovering in a “K-shaped” pattern.

This imbalance creates a very distinctive state of mind in 2026: Consumers are both afraid of further price increases and hesitant to overspend. They are willing to shop, but only if they feel it's "worth the money," or that "not buying it would be a loss."

This explains why, despite improved confidence, global consumer spending hasn't exploded. Instead, shopping behavior has become more calculated, but also more easily triggered by psychological factors.

Concerns about rising prices and the risk of job loss remain prevalent, causing many families to be cautious with their spending (Image: Medium).

The psychological trap of shopping during inflation: FOMO is more dangerous than prices.

In an environment of prolonged inflation, the fear of missing out (FOMO) becomes one of the strongest shopping motivators. With prices constantly being mentioned as a risk of "further increases," many people convince themselves that buying early is a wise choice.

E-commerce platforms and social media further amplify this psychology. With the support of AI, advertising is personalized to the point of being "the right person, at the right time," making purchasing decisions more emotional than rational.

Forbes, in its 2026 consumer trends report, points out that buyers are increasingly susceptible to the "illusion of cheap" through options like deferred payment, 0% installment plans, or cashback via e-wallets. While these tools reduce immediate payment pressure, they can lead to higher-than-expected long-term spending.

According to Forbes, impulsive consumption is no longer as common as it was during the post-pandemic boom, but it still exists in a more sophisticated form: shopping to relieve financial anxiety. Instead of buying a lot, consumers choose to buy items that provide a sense of security, comfort, or a moderate "reward."

It is in this context that the concept of "defensive consumption" begins to take shape: not spending impulsively, but also not completely freezing purchasing decisions.

Smart consumption in 2026: Spending strategically.

Personal finance experts agree that smart spending in 2026 isn't about cutting expenses at all costs, but about how you allocate and manage your cash flow.

Instead of viewing every expense as a risk, consumers are dividing their spending into clear priority categories. Essentials such as food, healthcare, insurance, and education continue to be prioritized. Meanwhile, other living expenses are optimized by comparing suppliers, changing usage habits, or purchasing bundled packages.

Another prominent trend noted by Forbes is buying less but buying more carefully. Consumers are willing to pay higher prices for durable products with long-term value, rather than constantly replacing them. This is evident in categories such as home appliances, furniture, healthcare, and home improvement.

Furthermore, buying at the right time is becoming a more important strategy than chasing sales. Waiting until after peak demand, buying at the end of a product's lifecycle, or buying off-season can save significantly without compromising quality. This is how consumers proactively control their spending, instead of being swept away by promotional offers.

Reuters also emphasized that in an environment of volatile interest rates and income, controlling deferred payments is key to avoiding personal financial risk. Smart consumption isn't about "being able to pay," but about whether or not to pay.

2026 will see a clear shift in buyer behavior: They won't buy less, but they will buy "more value" (Image: Merca20).

Amidst persistent inflation and increasingly sophisticated shopping trends, smart consumption is no longer a moral choice or habit, but has become an essential financial skill.

Consumers in 2026 will no longer chase the cheapest prices at all costs, nor will they freeze spending out of fear. They will learn to spend strategically, prioritize long-term value, and maintain control over psychological influences.

In a year predicted to be full of volatility, taking control of consumer decisions is perhaps the most practical way for individuals to protect themselves from inflation and from increasingly sophisticated shopping temptations.

Source: https://dantri.com.vn/kinh-doanh/tieu-dung-2026-vuot-qua-ao-giac-re-va-bay-fomo-thoi-lam-phat-20260209215712459.htm