Fewer sales, bigger stakes: First half of 2026 data shows how brands captured a pickier shopper

We analyzed H1 2026 performance data from 2,319 North American brands and retailers and discovered that a pickier shopper is reshaping how brands approach partnership marketing. As inflation squeezed margins, brands cut fixed fees while commissions climbed to 90% of total brand spend. See what shoppers now need before they commit and what these trends could mean for holiday planning.