Vitkac data points to three luxury shopping trends for 2026

Vitkac says its 2026 online campaign data shows luxury shoppers are still spending, but with more selectivity. The strongest signals are sustained demand for men’s footwear, continued strength in luxury bags and a growing preference for designer-led discovery.

Why it matters: - Vitkac's data suggests luxury spending is shifting from impulse buying to more deliberate purchases tied to craftsmanship, longevity and brand identity. - The pattern matters for luxury retailers because it points to where consumer attention and ad performance are concentrating in 2026.

What happened: - Vitkac published performance data from multiple digital campaigns and identified three trends shaping luxury retail in 2026. - The luxury online shop said men's shoes campaigns generated more than 22.6 million impressions. - The luxury bags campaign generated more than 12.3 million impressions. - The designer-focused campaign generated more than 13.7 million impressions.

The details: - Men's luxury footwear remained one of the strongest categories in Vitkac's data, despite broader economic uncertainty. - The company highlighted demand for designer sneakers and elevated everyday footwear. - Vitkac said luxury bags continue to function as a core category because they are seen as durable, season-spanning purchases. - The company linked the bags trend to quiet luxury and to a preference for timeless pieces from established fashion houses. - Vitkac said shoppers are increasingly engaging with designer discovery instead of searching only for individual products. - The platform pointed to interest in specific creative directors, emerging luxury labels and curated collections. - Mateusz Ciba of Vitkac said luxury men's footwear has become a foundational part of the modern luxury wardrobe. - Ciba said the modern luxury shopper wants curation and access to both established houses and emerging designers that fit personal style.

Between the lines: - The data supports a broader reading of the luxury market: consumers are not necessarily buying less, but they are choosing more carefully. - That shift favors brands with clear identity, strong craftsmanship and products that can justify long-term value. - The campaign results also suggest luxury discovery is becoming more brand-led, not just product-led, which could influence how retailers structure marketing and merchandising.

What's next: - Vitkac expects demand to keep favoring categories and designers that offer authenticity, versatility and enduring appeal. - Luxury brands and retailers will likely keep leaning into curated assortments and designer storytelling as shopping behavior becomes more selective. - Vitkac's broader position remains centered on its online shop and luxury boutiques in Poland, including its Warsaw shopping center and assortment from more than 200 brands.