Afterpay Reveals the Five Consumer Identities Shaping Spring/Summer Spending

What people buy isn’t just about products anymore. It’s about identity.

Afterpay’s latest Spring/Summer 2026 Trend Report explores the cultural shifts influencing how Gen Z and Millennials are shopping today and what that means for brands preparing for the season ahead.

Drawing on Afterpay’s first-party data, the report reveals how consumers are increasingly using shopping as a way to express who they are, what they value, and how they want to feel.

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.

“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. 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,” stated Shakaila Forbes-Bell, Consumer Behavior Psychologist at Afterpay.

Five emerging shopper identities

The report highlights five emerging consumer archetypes shaping Spring/Summer retail.

1. The Wellness Junkie

For the Wellness Junkie, self-care has evolved into systematic optimisation. Shoppers are investing in products that promise performance, prevention and long-term wellbeing.

Demand is surging across wellness-focused purchases, with undereye patches and magnesium supplements both up +417%, while creatine purchases have grown +383% on the Afterpay platform

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. 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,” notes Forbes-Bell.

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. 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,” said Forbes-Bell.

What this means

Taken together, these trends reveal a broader shift in consumer behavior: shopping is increasingly becoming a way to signal identity and belonging.

For retailers, understanding the motivations behind these purchases – not just the products themselves — will be key to connecting with next-generation shoppers.

The full report explores each of these archetypes in depth, including the products seeing the fastest growth across the Afterpay platform. 

Read the full Spring/Summer 2026 Trend Report.

Methodology: Afterpay data was analyzed in the U.S. between Jan 1 to Feb 13, 2026 vs. the same time period in 2025.