Circana: Consumer Spending Stabilized in February

U.S. consumer spending stabilized in February, with overall retail sales revenue rising 1.3% in February compared to the same month last year, with a 1% decline in unit sales, according to research firm Circana.

“While severe storms impacted over 240 million Americans in late January and a historic blizzard disrupted the Northeast in late February, these effects were temporary and isolated. The broader trajectory of retail performance remained intact as a result of the consumer’s prevailing desires,” Circana said.

During the combined four weeks ending February 28, 2026, retail food and beverage sales increased 1.4%, with units down 0.6%. Non-edible CPG dollar sales rose 1.6%, while unit sales declined 2.3%. Discretionary general merchandise experienced 0.9% dollar growth, though unit demand fell 3% year over year, Circana said.

Research also found that demand within food and CPG is being driven by more than need, with lifestyle and innovation contributing to positive performance alongside average price increases in beverage and beauty segments, among others, Circana said.

“Current world events and future developments could create distraction that disrupts this steady consumer behavior. However, up to this point, consumers have yet to pull back on overall retail spending in a significant way, even as potential reasons for such a shift have been aplenty,” the research firm wrote.

“Despite headwinds from winter storms and ongoing global uncertainties, U.S. consumers continue to demonstrate their resilience—particularly within categories driven by desire rather than necessity,” said Marshal Cohen, chief retail industry advisor for Circana. “There is a growing divide between industries where consumers feel value aligns with pricing and those where elevated costs are dampening demand.”

Earlier this month, Circana said prices for everyday household purchases increased 0.26% in February, up 2.7% from the year prior.