US retail customer satisfaction edges up in 2026 despite pressures

Customer satisfaction across US retail sector has edged higher in 2026 despite a challenging economic backdrop, according to the latest Retail and Consumer Shipping Study by American Customer Satisfaction Index (ACSI).

General merchandise and specialty retailers each improved by 1 per cent, reaching ACSI scores of 79 and 80, respectively, on a 0–100 scale. Online retail satisfaction remained steady at 79, while supermarkets slipped 1 per cent to 78. The results point to incremental progress, even as shoppers become more price-conscious and selective.

Behind the topline numbers, retailers are adjusting to a more disciplined, value-focused consumer, particularly among Generation Z. Narrowing gaps between top and bottom performers, changing buying patterns, and rising expectations around price and experience are intensifying competition across formats.

In apparel retail, Gap slipped 1 per cent but still shared the category lead with ACSI newcomer H&M, with both scoring 77. In sporting goods and sports apparel, Foot Locker edged up 1 per cent to lead the segment at 80.

Among online retailers, Nordstrom surged 5 per cent to an ACSI score of 82, tying with Amazon (down 1 per cent) for the top spot. Nordstrom’s blend of AI integration with human-led service was cited as a key driver.

Notable gains were also recorded by Macy’s (79) and Walmart (77), each up 3 per cent. Walmart benefited from AI-enabled features such as personalised shopping tools and direct purchasing through ChatGPT via its OpenAI partnership. In contrast, higher prices linked to tariffs weighed on home improvement retailers. Home Depot fell 5 per cent to 75, while Lowe’s declined 3 per cent to 74.

Mobile apps remain central to the shopping journey, with 58 per cent of respondents using them. App quality rose 1 per cent to 88 and reliability climbed 2 per cent to 87, the highest-rated experience metrics. Ease of checkout improved to 86, while product images and descriptions also saw notable gains.

ACSI introduced two new benchmarks in 2026: delivery quality (83) and ease of returns (80). While both scored well overall, company-level differences of up to 20 points highlight uneven execution.

Despite a 2 per cent dip to 83, Sam’s Club retained its lead in general merchandise, supported by operational efficiency. BJ’s Wholesale Club improved to 80, while Costco eased to 81.

Discount retailers continued to resonate with value-seeking shoppers. TJX led the segment at 81, despite a slight dip. Burlington climbed to 76, while Dollar General and Dollar Tree were unchanged at 73.

In specialty retail, the performance gap narrowed sharply. Home Depot, Lowe’s, and Menards are now tied at 81, reflecting a more consolidated competitive landscape.

“Retailers are facing a cost-conscious consumer who isn’t necessarily spending less in most cases, but spending differently. These individuals are starting holiday shopping earlier, avoiding last-minute splurges, and trading down to discount and thrift options to stretch every dollar. Together, these shifts are tightening the field between retail winners and laggards and rewarding brands that deliver clear value and a smooth experience online and in store,” said Forrest Morgeson, associate professor of marketing at Michigan State University and director of research emeritus at the ACSI.

ALCHEMPro News Desk (HU)