Report shows consumers turning to trusted brands amid price worries

Consumers are increasingly favoring dependable brands and personal recommendations as they contend with rising prices and uncertainty: a Euromonitor report says 72% worry about prices and nearly three-quarters trust advice from friends and family. Generative AI is widely used but rarely seen as a highly trustworthy source for shopping guidance, with only 19% expressing strong trust. The report also describes a shift toward immediate value and greater concern about the future. A separate holiday-shopping survey found 83% plan to shop mainly with retailers they already know and trust, while many expect to use rewards or financing and shop selectively.