Spring Reset: How Brands Can Keep Spring Shoppers From Straying

Every year during this booming season, shoppers reset their routines, explore new products, and rethink their brand preferences. It’s a time of renewal — and that sentiment applies to consumer behavior as well. Economic uncertainty and a growing appetite for discovery make spring a critical time for brands to reinforce their value and retain shoppers before they move on.

Why Spring Disrupts Consumer Loyalty

With 85 percent of consumers saying they're more likely to try new products in the spring, many embrace a "spring reset" mentality, where they're open to swapping out grocery staples or experimenting with a new skincare routine.

Add to that economic pressure, where affordability becomes a priority. At the same time, brands flood the market with promotions and limited-time offerings, creating an environment where discounts often dictate choices.

Perhaps most importantly, price sensitivity and ease of comparison have reshaped how shoppers evaluate brands. Today, 78 percent of shoppers are willing to abandon a preferred brand for a better price. With instant access to digital tools, social media and online reviews, consumers can quickly determine whether their go-to brands offer the best value — and if not, they’re ready to switch.

Together, these elements create a retail climate where brand allegiance is constantly in flux. Traditional loyalty tactics are losing their grip. For brands and retailers, this means one thing: Loyalty can no longer be bought with promotions alone. It must be earned through relevance, personalization and meaningful engagement.

Related story: Building Loyalty, Not Just Sales: Key Takeaways From Shoptalk 2025

Cutting Through the Promotional Flood

Consumers are looking for reasons to engage beyond savings. While mass promotions may attract shoppers initially, they won’t keep them. In an era of infinite choice, brands must move beyond a one-size-fits-all approach and focus on curated experiences that feel intentional and personal. Here’s how:

• Personalized Incentives: Instead of flooding consumers with blanket discounts, brands should leverage real-time data to offer tailored incentives that align with shoppers’ needs and habits. Whether through apps, shelf promotions, retail media or other channels, reaching shoppers with the right offers at the right time is crucial.
• Immersive Experiences: Experiences create differentiation beyond discounts. Whole Foods, for example, built a reputation for healthy living not only through product selection but also by engaging shoppers with in-store cooking classes and wellness events. Product demonstrations, interactive displays and open-concept sampling stations are all ways retailers can create memorable moments that drive repeat purchases.
• Content Creators and Influencers: Today’s shoppers turn to social media to guide purchase decisions, especially when trying new products. When a trusted creator or influencer showcases a product as part of their everyday life, it feels like an authentic endorsement. Brands should evaluate creators based on content quality, audience relevance and purchasing influence. Instead of leading with discounts, brands can partner with creators to promote seasonal products and drive organic engagement while building trust.

Turning Change Into Opportunity

Spring may mark a season of change, but for brands it also presents an opportunity. As we move deeper into 2025, brands can turn seasonal volatility into a competitive advantage by meeting shoppers where they are — prioritizing relevance, engagement and long-term value. By doing so, every consumer interaction can feel purposeful and help build stronger, more resilient connections.

Ranjana Choudhry is the senior vice president of media and data platforms at Inmar Intelligence, a MarTech organization that uses data science and technology to deliver innovative solutions for brands, retailers, and healthcare organizations.