From checkout chaos to deinfluencing, online retail conversations reveal that consumers are approaching purchases in new ways.   

To understand what's driving these shifts, we used Brandwatch Consumer Research to analyze retail conversations between October 1, 2024 and October 1, 2025. 

In this article, we’ll cover the following trends:  

  1. “Scammy” pricing tactics turn consumers away  
  2. Tighter budgets inspire DIY creativity  
  3. Checkout chaos disrupts online convenience  
  4. In-store ambiance matters  
  5. Disappointed shoppers drive deinfluencing trends online  

Let’s explore each trend in detail. 

Trend #1. “Scammy” pricing tactics turn consumers away

Price is a hot topic in retail discussions, and misleading pricing tactics are driving significant negative sentiment.  

We tracked 6.6 million price mentions and found a stark divide: only 7% were positive compared to over 21% negative, according to Brandwatch data. It’s clear that consumers are finding certain pricing strategies deeply off-putting.  

Misleading pricing is the biggest issue. This includes pricing inconsistencies like confusing discounts, hidden fees, and extra charges. Many consumers complain they see higher prices at checkout than advertised.  

Hidden fees and charges were mentioned 34,000 times between October 2024 and October 2025 – up 24% year over year.  

What this means for brands  

Misleading prices are damaging trust and driving customers away. This has led to consumers becoming more vocal about “scammy” tactics and calling for stricter regulations.  

To avoid confusion and dissatisfaction, brands need more transparent pricing. Be explicit about what’s included from the start, ditch the fine print, and show the full cost upfront. Brands that do this earn trust, and trust converts better than any 60%-off-but-actually-not-really promotion ever will.  

Learn more about how pricing discrepancies erode consumer trust in our latest State of Social report.  

Trend #2 Tighter budgets inspire DIY creativity

As costs climb, more consumers are talking about DIY. Over the past year, there were 7.1 million DIY-related mentions in total. 

While cost-of-living pressures are driving DIY growth, the trend is gaining broader appeal – especially in home repairs and crafting. 

Consumers are finding creative satisfaction in making and fixing things themselves, often sourcing materials from hardware stores and craft retailers to recreate expensive looks or products at a fraction of the cost. 

This shift presents unique opportunities for home improvement and craft retailers. 

What this means for brands  

DIY culture is about empowerment and creativity, not just frugality. Retailers can tap into this by positioning themselves as supporters of creativity – sharing projects, tutorials, and inspiration from their social channels.  

The key is to celebrate customer creativity (rather than just pushing products) to build stronger emotional connections. It’s also a chance to boost user-generated content by encouraging customers to share their DIY projects and creative uses of your products. 

Trend #3 Checkout chaos kills online convenience

More than 63% of all sentiment-categorized mentions in online checkout-related conversations are negative.  

Today, 33% of the world’s population shops online, and that number is only expected to grow. But poor online checkout experiences are driving shoppers to abandon their carts. This affects more than sales – checkout experience can also damage long-term customer relationships.  

Cart abandonment often stems from technical glitches, confusing processes, and excessive data requests. Common complaints include canceled transactions, duplicate orders, system crashes, and slow loading times. 

Privacy concerns are also intensifying – people are increasingly wary of how much personal information they're asked to share. In fact, a recent Deloitte survey shows that privacy concerns jumped from 60% to 70% in just one year. 

What this means for brands  

Unfortunately, a clunky checkout experience can kill conversions and long-term trust even when everything else is perfect.   

To create a better final impression, retailers should aim for simplification. That means fewer steps, faster processing, and clearer communication.  

Respect consumers' privacy by minimizing unnecessary fields and explaining why sensitive information is needed.  

If you’re not sure where your checkout friction points are, social listening tools can help surface issues before they escalate into bigger reputation problems.   

Trend #4 In-store ambiance matters

Positive in-store experiences are having a moment – and getting shared widely. 

While online conversations around in-store customer service tend to skew negative (74% showing anger), 16% express joy. Those joyful mentions are often linked to friendly staff, efficient service, and welcoming physical retail environments. Consumers are paying attention to everything: the lighting, music, store layout, cleanliness, and even how the place smells – scent came up repeatedly in positive reviews. When stores get the atmosphere right, they don’t just make visits pleasant. They create memorable experiences that customers actively want to share – effectively turning routine shopping trips into social media content. 

The takeaway? The physical retail environment plays a crucial role in customer satisfaction.

What this means for brands 

As online frustrations grow, physical stores offer a chance to reconnect with customers on a human level. This is because physical stores offer something digital can't: human connection and sensory experience. 

To improve in-store experiences, invest in both staff training and your store environment. These tactics will pay dividends in both customer loyalty and word-of-mouth. 

Deinfluencing is growing in both volume and impact, with 89% of shoppers saying that negative reviews influence their purchase decisions. 

Disappointed customers are increasingly using social media to actively warn others away from brands and products – deinfluencing mentions rose 110% between October 1, 2024 and October 1, 2025.   

This isn't just complaining – it's seen as a kind of public service announcement from one consumer to others. Shoppers making these kinds of posts usually do it with the intention of protecting others from bad experiences. 

Deinfluencing tends to be triggered by things like poor quality products, unreliable delivery, lack of accountability, or feeling deceived. Just like with pricing issues, consumer trust suffers when brands lack transparency.  

What this means for brands  

No amount of marketing can save a bad product, so the obvious starting point is to make sure your product actually delivers on its promise. Beyond that, brands need to be proactive, not just reactive. Show the real story behind your products before others fill that gap with their own version. Encourage satisfied customers to share their positive experiences. 

If you do experience negativity, don’t panic. Instead, engage openly with criticism and show what you’re doing to improve. 

Early detection is key to limiting damage from deinfluencing. That’s why social listening matters so much. 

These trends reveal that consumers want transparency, simplicity, and authentic experiences – whether they’re shopping online or in-store. 

Social listening helps you stay ahead of these expectations by spotting friction points early and addressing issues before they escalate.