What is Recesioncore and why are we hearing so much about it? - Home & Gift Buyer’s Festival 2026

As its name suggests, Recessioncore is a trend shaped by economic gloom. It marks a move away from the maximalism and excess that customers embraced immediately after lockdown: as financial uncertainty takes hold, pared-back, minimal styles are set to dominate once more. With the cost of living climbing at every turn, shoppers are also becoming more considered in their purchases, questioning prices and what value really means.

Before the trend acquired its catchy label, cultural commentators were already spotting the signs early in the year. In a deliberate avoidance of flashy displays of wealth, many noted the absence of necklaces on celebrities across various red carpets. In beauty, hair is returning to its roots in the most literal sense, with costly colouring appointments abandoned in favour of natural tones that stretch out the time between salon visits. More recently, festival fashion has favoured practical, utilitarian outfits over the glitter-adorned, worn-once, vibrant styles that had become familiar.

So how does this rather downcast trend translate into actual customer behaviour?

Value above all else

With customers more conscious of their outgoings, it is important to convey the quality and value of products at every opportunity. Even those still able to pay a premium will take their time to compare and consider, so information about materials, manufacturing processes, warranties and guarantees needs to be clear, accurate and easy to find. If you sell nice-to-have products rather than commodities, the best way to stop customers questioning a higher price is to take them along on the journey. Use social media, blogs and newsletters to show what goes on behind the scenes of running a business like yours, so they can see how much time and effort goes into designing, creating, curating and customer care.

Sell solutions

A looming recession brings plenty of questions and fear, so make sure your next product offering caters to your customers’ changing needs. With energy costs higher, stock shelves with products that provide warmth, such as blankets, hot water bottles and insulated mugs. As people have less cash for extras, consider tailoring an offering to at-home enjoyment, featuring fun games and activities for all ages.

Multi-function reigns supreme

At the height of Covid, people looked to invest in products that catered to multiple needs and functions at once. With a desire to get more for their money, customers are expected once again to seek products they can rely on to deliver repeatedly and in many different ways. Look at your product range and get creative about how you present it. If you sell fashion, demonstrate the many ways an item can be worn; if you sell furniture, showcase how a desk can become a dressing table or a play station for children with a few small tweaks.

Reducing barriers to purchase

Heightened stress combined with financial strain means customers will be looking not only for the right products but also for companies and experiences that deliver them with as little hassle as possible. It may be time to consider discounts for bulk purchases or subscription models, or a reduced-cost or even free shipping option for those willing to wait longer for delivery.