iSense Solutions
PUBLICDATA

– 91% of Romanians are concerned about the state of the economy and prices

– The stress score rises to 65 (alert level)

– Nervousness decreases (23% vs. 27%)—a sign of adaptation following the shocks experienced

– Purchase intent is rising slightly over the next 3 months for:

• durable goods (24% vs. 18%)

• renovations (35% vs. 30%)

A new study by iSense Solutions shows that the pressure felt by Romanian consumers increased in the second quarter of 2026 compared to the beginning of the year—and remains at an alarming level. Romanians are simultaneously facing rising prices, political instability, health concerns, and a tense international environment. However, a new trend is emerging: anxiety is declining, and purchase intentions for big-ticket items are rebounding.

The consumer stress index remains at an alert level

The Consumer Stress Score (CSS) remains at an alert level in Q2 2026, rising slightly from 63.3 in Q1 2026 to 65 in Q2 2026.

Financial Fears Are Growing: 9 Out of 10 Romanians Are Worried About Prices and the State of the Economy

The increases in the score stem primarily from the financial sector. Concerns about rising prices and the country’s economic situation rose from 87% in Q1 2026 to 91% in Q2 2026—a level that places financial concerns at the top of all categories measured.

Health and Safety: Hantavirus and Military Incidents Fuel Anxiety

News reports on various global epidemics—with hantavirus receiving the most media coverage—and military incidents related to the war in Ukraine that also affected Romania contributed significantly to the rise in the stress score in Q2 2026. Concerns about personal and family health rose from 81% in Q1 2026 to 86% in Q2 2026, while concerns about personal and family safety rose from 75% in Q1 2026 to 80% in Q2 2026.

Distrust of the authorities remains high

Lack of trust in Romania’s political and public authorities remains high in Q2 2026—61%, compared to 58% in Q1 2026. Government instability and negotiations that have yielded no concrete results continue to fuel this perception.

Paradox: Stress Increases, Nervousness Decreases

Paradoxically, even though consumers’ stress levels remain high, their level of nervousness declines from 27% in Q1 2026 to 23% in Q2 2026. This may signal the beginning of an increase in consumer resilience and an adjustment to a prolonged difficult environment.

“The data from Q2 2026 show a consumer who hasn’t escaped the pressure, but who has learned to live with it. Reduced anxiety, combined with a slight increase in desire to purchase for goods long-term use in the next 3 months, suggests that Romanians are moving beyond a phase of shock to one of adaptation,” said Traian Năstase, Managing Partner at iSense Solutions.

Consumer behavior: caution remains the defining that defines

In terms of consumer behavior over the past 3 months, the trend of buying smaller quantities of products (67%) and going out less often to save money (78%) continued in Q2 2026. At the same time, 8 out of 10 Romanians are looking for discounts on retailers’ apps—a percentage similar to that in Q1 2026.

The Hunt for Low Prices: Uptrading Is on the Decline

Amid the rush for discounts, in Q2 2026, 55% of urban Romanians reported that they had purchased less expensive brands. The percentage of those purchasing more expensive brands is on a downward trend: from 26% in 2025 to 23% in Q1 2026 and 18% in Q2 2026 —figures that confirm that spending caution is making its mark even on the premium segment.

The holidays bring renovations: purchase intentions are on the rise slightly

When it comes to purchasing intentions for the next 3 months, the approaching holiday season brings a slight increase in spending intentions for home renovations (35% in Q2 2026 —likely and definitely will spend—compared to 30% in Q1 2026) and on furniture and home decor (30% in Q2 2026, compared to 26% in Q1 2026).

Durable goods are back on the shopping list

The second quarter of 2026 shows increased interest in purchasing durable goods over the next 3 months – 24% of respondents say they are likely or certain to make a purchase, compared to 18% in Q1 2026.

The Romanian consumer in 2026 isn’t any more at ease; rather, he has grown accustomed to the situation

Prices are still high, the political environment is unstable, and the global situation remains tense. External pressures remain, but the way people are reacting has changed. The panic has subsided somewhat, nervousness has eased, and plans for postponed purchases have begun to resurface tentatively.

For businesses, the message is clear: caution and recovery go hand in hand during this period.

Methodology and Sample

The Consumer Stress Score (CSS) is a quarterly index developed by iSense Solutions, calculated on a scale from 0 to 100. The survey is conducted online during the second month of each quarter, using a sample of 500 respondents representative of Romania’s urban population aged 18 to 65. The CSS measures stress levels across five dimensions: financial stress, health and safety stress, psychological stress, political stress, and technological stress. The indicator is correlated with the consumer attitudes and behaviors adopted by respondents in response to their state of mind.

The data were collected in February for Q1 and in May for Q2. The margin of error is ±4.2% for Q2, at a 95% confidence level.

Romanians’ stress is at an alert level, amid rising prices and geopolitical tensions, and this is starting to visibly change their consumption behavior.

In the first quarter of 2026, Romanians are increasingly feeling the economic, financial and geopolitical pressures, and this is reflected in the Consumer Stress Score rising to 65.8 in March 2026, following the outbreak of war in Iran and rising fuel prices, from 63.3 in February 2026. Thus, the stress level of Romanians remains and increases in the alert zone.

More and more consumers are adjusting their budgets and daily plans, remaining prudent but resilient, seeking solutions to protect their financial and emotional stability.

Price developments remain the strongest source of anxiety, with 92% of respondents saying they are “quite” or “very” worried about price rises, one of the highest levels in the survey’s history. At the same time, 85% of urban Romanians expect their income and financial stability to be affected in the next 12 months.

Also, 73% of consumers are concerned about their job security in March 2026, significantly higher than in February 2026 (61%).

To cope with increasing stress and financial pressures, Romanians adopt different behaviors. The percentage of those who go out less often to restaurants, bars or cafes increased to 79% in Q1 2026 from 76% in 2025, signaling a pressure on the HORECA sector that will remain in the future.

At the same time, there is a growing concern for “hunting” for discounts. The percentage of those looking for discounts in retailers’ apps is 79% in Q1 2026, on an increasing trend compared to 2023 (69%), 2024 (73%) and 2025 (78%).

As a consequence of financial stress, Romanians are becoming less brand loyal. The percentage of those who in the last 3 months have switched from the brand they usually buy to a cheaper one is on an upward trend, increasing from 47% in 2024, to 55% in 2025 and 60% in Q1 2026.

Geopolitical tensions amplify feelings of insecurity

International conflicts continue to influence Romanians’ emotional state. The survey shows that 77% of Romanians are worried about the evolution of the conflict in Iran and 74% are worried about the conflict in Ukraine. A higher level of concern about the conflict in Iran is observed among women (81%), people living in small towns (83%) and those with lower incomes (87%).

The impact of ongoing conflicts is also visible in the increase in concern about national security (from 77% in February 2026 to 81% in March 2026).

Personal health and safety remain sensitive topics

According to the data, 3 out of 4 Romanians feel the need to relax more, while 27% say they feel anxious and 29% feel pessimistic.

“The rise in the Consumer Stress Score is a wake-up call about consumers’ emotional state and perceptions. In a context marked by uncertainty, people are becoming more attentive, cautious and sensitive to any economic or geopolitical change. Monitoring these developments is essential to understand how consumer behavior is changing and what expectations Romanians have from companies and institutions”, said Traian Năstase, Managing Partner iSense Solutions.

Methodology: The latest wave of the Consumer Stress Score (CSS) survey was conducted online inMarch on a sample of 524 urban, internet-using respondents aged 18-65 years old. The maximum sampling error is ±4.3% at 95% confidence level.

While toys continue to dominate the holiday wish list, more and more children are expressing a need for family time, shared activities and experiences that create memories. Beyond material gifts, children want moments of closeness, play and attention, signaling a strong need for emotional connection. These are the findings of a survey conducted by iSense Solutions for Colosseum Mall on December 17-19, on a sample of 261 urban parents with at least one child aged 3-12 years old.

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• Top desired gifts: classic toys (34%) and gadgets/electronic toys (28%), followed by clothing (13%).
• Pressure for parents: financial pressure (66%) is the main stress, followed by time pressure (48%).
• Budget: 61% of parents allocate between 200 and 500 lei, and about a quarter more than 500 lei, especially for older children.
• Realism: 70% of parents say their children’s wishes are often beyond what they consider realistic or appropriate.
• Experiences: 72% would visit a Christmas themed space (letters/posters/letters), while 50% say children’s activities influence their visit to the mall.

“Beyond the lists, there is a children’s need for excitement, play and time with loved ones. Gifts matter, but experiences and attention remain essential.” , says Anca Scarlat, Marketing & Communication Manager, Colosseum Mall

Beyond concrete presents, many children dream of “magical” wishes – superpowers (26%), magic wands (21%) or even a better world for all children (11%), indicating that imagination and symbolic values continue to play an important role during the festive season. A further 12% of children want family time or experiences such as trips to the movies or amusement parks,

More than half of children still believe in Santa Claus, but this belief decreases with age, marking a natural transition from fantasy to realism.

From a parent’s perspective, Christmas today is perceived as being richer in presents (37%) but also more commercial (36%) compared to their own childhood. 1 in 5 parents believe that some of the “magic” of Christmas has been lost, even if the dominant emotions remain joy and excitement. This change comes with increased pressures: 66% feel financial pressure, 48% time pressure, 38% fear of disappointing their child.

In terms of budget allocated, 61% of parents allocate between 200 and 500 lei for their children’s Christmas presents, and about a quarter exceed this budget, especially for older children. At the same time, 70% of parents say their children’s wishes are frequently above what they consider realistic or appropriate. Christmas shopping is a planned and time-consuming process: more than half of parents spend between 2 and 5 hours looking for presents, and 28% invest even more than 5 hours.

Parents buy most of their presents in shopping malls (74%), but also online (80%), and about half plan their purchases in the first part of December to avoid the crowds. Physical and online shopping complement each other, reflecting a combination of convenience, variety and careful planning.

Visits to the mall increase during the holiday season, especially for Christmas shopping and outings. Children frequently go to the mall throughout the year, but visits increase significantly during the holidays. Normally, 37% go weekly and 38% occasionally (a few times a month.) During the holidays, weekly visits remain similar (37%), but the proportion of occasional visitors increases to 43%, indicating increased shopping activity and more frequent Christmas experiences for children.

Over 1,000 letters left for Santa at Colosseum Mall

From November 29 to December 21, Colosseum Mall ran the campaign “Christmas at the Colosseum Mall Pole”, a true manifestation of the joy of the winter holidays, which brought together numerous shows and interactive activities dedicated to the whole family. One of the most appreciated moments of the campaign was the Letters to Santa Claus Workshop, where children left over 1,000 letters, having the opportunity to express their biggest wishes for Christmas. Beyond toys, gadgets and clothes, children surprised Santa with imaginative and heartfelt messages. Among the unusual wishes were high marks in the National Assessment, Michael Jackson costumes, Smiley and Theo Rose vinyl, personalized t-shirts with their favourite footballers – Dobre from Rapid or Cristiano Ronaldo – and even pets. The less pretentious just asked for sweets, fruit or crisps, while others sent emotionally charged messages pleading for peace, health and wellbeing for all children in the world. There was also no shortage of questions addressed directly to Santa Claus about his age or reindeer, and promises that he would be awaited with his favorite sweets and a warm glass of milk. The most popular gifts requested at the Letters to Santa Workshop in Colosseum Mall were Kendama and Lego games.

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About Colosseum Mall

Located in sector 1 of the capital, Colosseum Mall is a modern shopping center that brings together a wide range of fashion, beauty, accessories, sports, home & deco, technology, restaurants and services. The mall is constantly hosting events for everyone, from interactive exhibitions and children’s activities to themed fairs and special seasonal campaigns, reinforcing its position as a shopping and leisure destination. For more information about the events organized at Colosseum Mall, as well as the shops and services available, visit www.colosseummall.ro.

About iSense Solutions

iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients. More information can be found at www.isensesolutions.ro, www.researchromania.ro, www.sensepanels.com and www.sensecommunities.com.

iSense Solutions measures the Romanian eCommerce market annually, providing a detailed insight into buying behaviors and digital trends. For 2025, the eCommerce market is estimated at €8.5 billion, up 10% from €7.7 billion in 2024. The most popular categories remain clothing and footwear (93%) and IT&C, electronics, home appliances (92%), reflecting Romanians’ preference for functional and lifestyle products.

Black Friday 2025 remains a major shopping event in Romania, with around two-thirds of consumers ready to take advantage of the discounts. Purchase intent has increased slightly from last year, from 57% in 2024 to 65% in 2025. The most enthusiastic shoppers are 18-25 year olds (79%) and 36-45 year olds (75%), while over-55s are less engaged in the event.

Online stores are preferred for shopping, with 86% of those who plan to shop choosing digital platforms, compared to 40% who go to physical stores. The most desired products are IT&C, electronics and home appliances (67%), followed by clothing and footwear (56%). Men are more focused on IT&C and home appliances (76%), and these categories have seen an increase since last year, when 58% planned IT&C purchases and 39% clothing and footwear.

The average budget allocated for Black Friday shopping is around 1,800 lei, with men planning to spend more (2,200 lei) than women (1,400 lei). In terms of payment methods, 60% of consumers opt to pay in full out of their own funds (cash or debit card), 32% use a credit card or shopping card and 16% choose to pay in installments, an option more popular among men (21%) and less common for people over 55 (6%).

“Romanians are becoming increasingly sophisticated in the way they shop online. They are looking not only for good prices, but also for a complete experience, from transparent offers to fast and secure delivery. Delivery apps and flexible payment options are part of this transformation, influencing the entire eCommerce ecosystem,” said Andrei Cânda, Managing Partner iSense Solutions.

In parallel, delivery apps are becoming increasingly popular. In 2025, 68% of respondents used such apps, up from 57% in 2024.

Methodology: The survey was conducted online in September 2025 on a sample of 523 urban, internet-using respondents aged 18 years and older. The maximum sampling error is ±4.3% at 95% confidence level.

About iSense Solutions

iSense Solutions – The Modern Consumer Company – uses the most innovative methods to explore and analyze the modern consumer. Founded in 2014, the company offers comprehensive market research services and brings a mix of innovation and efficiency to clients.

More information can be found at www.isensesolutions.ro, www.researchromania.ro, www.sensepanels.com and www.sensecommunities.com.

Four out of ten Romanians search and follow promotions directly through apps or websites that have digital catalogs, according to a survey conducted by iSense Solutions for Shopfully Romania. In addition, 39% of respondents consult the digital catalogs available on store platforms, confirming that the digital environment has become the main point of information before buying.

The study also shows that most consumers use both printed and digital catalogs. However, digital catalogues are most frequently accessed, confirming that they are becoming an important channel for communication, loyalty and customer interaction.

“This behavior shows that Romanians are paying more and more attention to how they plan their purchases and manage their budget, and digital is becoming the main point of contact between consumers and retailers. Platforms aggregating offers and digital catalogs are not only information tools, but also ways for consumers to compare prices, track discounts and decide where to shop.
For retailers, these results confirm the importance of maintaining an active and up-to-date digital presence, with clear, easily accessible offers that are personalized according to users’ interests”, said Cătălin Pațachia, Country Manager Shopfully.

Romanians are planning their shopping more carefully

The study highlights that Romanians are increasingly planning their shopping, comparing prices, shopping around for discounts and using online to make inspired buying decisions. Digital is becoming not just the place to find deals, but also the place where they decide where, when and what to buy.

At the same time, people aged 35 to 44 prefer digital catalogs, while older people are more likely to consult printed catalogs. Women are also the most frequent promo watchers, with many checking offers weekly.

Given the growing importance of promotions in purchase decisions and the fact that many consumers actively use digital channels and continue to consult catalogs before buying, Shopfully positions itself as a valuable partner for retailers and brands. Shopfully’s platforms and apps help bridge the gap between consumers searching for deals and retailers who want to provide relevant information at the right time and in the right place.

Through the technologies used and by understanding buying behavior, Shopfully supports retailers in making promotions more visible in the digital environment, where most purchase decisions begin. First party data enables appropriate targeting, and content tailored to users’ interests allows retailers to reach target audiences more effectively, complementing traditional communication channels and improving communication.

Shopfully manages one of the largest shopper networks and acts as a strategic connector between brands and consumers. It provides access to behavioral insights that help retailers better plan promotional campaigns and build a more informed and relevant dialogue with their audience.

About Shopfully

Shopfully is the European leader in Drive to Store solutions, helping retailers and brands turn online search into shopping. It operates in 25 countries and has a team of over 1500 specialists. The company works with over 500 retailers and brands, reaching more than 400 million consumers globally through an extensive network of media partners, digital platforms and innovative technology solutions, including its own AI-powered hyperlocal marketing platform.