5 retail trends shaping supporter behaviour in 2026

Retail might not sit within every fundraiser’s remit, but the way people shop is telling us a huge amount about how they want to give. From sustainability to digital expectations, community connection to low‑barrier giving, the trends shaping charity shops are the same trends shaping every area of fundraising.

The hidden crossover between retail customers and prize‑led players

Something interesting is happening at the intersection of charity shops and prize‑led fundraising. The same people browsing rails (physical or digital) and making small, sustainable purchases are often the same people who play raffles, lotteries and weekly draws. They’re often:

• Value‑driven
• Comfortable with low‑barrier, repeatable contributions
• Motivated by tangible outcomes and simple propositions

That makes them a prime audience for prize‑led fundraising. Charity retail reaches people who may never respond to a direct ask but who will happily take part in a small‑stakes game that supports a cause they recognise and trust.

For individual giving and prize-led teams, this crossover is a gift: an audience already trained in “give a little, feel good, repeat”.

Sustainability is reshaping expectations

Charity shops have become a frontline for ethical consumption. Sustainability is now a major driver of decision‑making – not just in retail, but in how supporters engage with charities more broadly.

Recent research shows that more than half of consumers say a brand’s commitment to sustainability affects their trust, and 46% bought second‑hand or refurbished items last year to live more sustainably. Gen Z and Millennials in particular view charity shops as aligned with their values, with one survey finding 96% of young people see them as relevant in the pre‑loved fashion landscape.

Whether you work in IG, events, corporate partnerships or digital, weaving ethical impact and environmental benefit into your propositions can strengthen relevance and response.

Charity shops as community spaces

Beyond income, shops are evolving into hyper‑local community hubs. We’re seeing:

• Dementia cafés hosted on shop floors
• Book clubs, craft sessions and children’s events
• Safe spaces created for people experiencing loneliness
• Retail teams acting as the most visible, approachable face of a charity

The social value is huge. Research shows that for every £1 invested in charity retail, around £7.35 of social value is created, much of it rooted in belonging, connection and community benefit.

This matters far beyond retail. Community fundraising, events, volunteering and regional corporate partnerships all rely on the same thing: local trust built through repeated, positive, human contact. If you work in any income stream with a local footprint, what’s happening in shops is worth watching.

What omnichannel shopping teaches us about supporter journeys

In the past year alone, 94% of retailers in the Charity Shops Survey used eBay to sell stock, 65% used their own websites, and platforms like Vinted have changed donor behaviour by shifting where second‑hand goods go.

At the same time, charities like WWF are bringing retail and supporter care closer together by integrating live chat into their e‑commerce platforms to boost clarity, conversion and satisfaction.

Supporters expect seamless journeys now, across every channel. Whether they’re buying, donating, signing up or asking a question, they want a fast, clear and consistent experience.

What retail is telling us about donors in 2026

Taken together, these trends paint a clear picture of today’s supporters. They are:

• More price‑sensitive, but also more values‑driven
• More likely to act when the benefit is tangible
• Increasingly shaped by ethical and environmental concerns
• Motivated by local connection and human interaction
• Expecting digital journeys that are simple and friction‑free

These preferences don’t belong to retail; they belong to your donors too.

John Brady, THINK Consultant

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