Observed Signal · Aug 14, 2026 · Market Research Report · Source: Hello Partner · Impact: 3/5 · Sentiment: Negative
Retail Media Market: Shoppers Cut Non-essentials; Golden Quarter Competition Rises
A new Epsilon report, based on two Censuswide studies, finds UK consumer intent for the Golden Quarter at £17.9bn, but shows widespread caution: 71% of shoppers say they are cutting back on non-essential spending and 68% are seeking lower prices. The research also notes ad spend is forecast to reach £50bn this year while audience growth is minimal and average daily online time has fallen. Marketers plan to prioritise performance (79% of Q4 spend) and many expect H2 budgets and Q4 sales to be up, but the report warns conversion risk if demand proves softer than expected.
A major marketing-platform report (Epsilon) reveals shifting shopper behaviour that affects retail media competition, performance allocation, and Q4 planning — relevant for brands, agencies and retail media strategies but not a platform-level policy or technical shift.
Wichtigste Kernpunkte & Evidenz
- Epsilon's report projects £17.9bn of UK consumer spending intent during the Golden Quarter.
- 71% of shoppers reported cutting back on non-essential purchases; 68% are looking for lower prices.
- Epsilon commissioned Censuswide in June to run two parallel studies: one with 2,000 consumers and another with 200 marketing decision-makers.
- Ad spend is set to reach £50bn this year while internet user growth is under 1% year-on-year and average daily online time is down 26 minutes.
- 79% of marketing spend is expected to be funnelled into performance during Q4, and 93% of marketers expect Q4 retail sales to outperform last year.
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