Trader Joe’s, Amazon, Nordstrom, Chewy, and Sam’s Club stand out

Despite an uncertain economy, overall customer satisfaction with the retail sector continues to inch forward, according to the American Customer Satisfaction Index (ACSI^®) Retail and Consumer Shipping Study 2026.

Among the industries measured, general merchandise and specialty retailers each climb 1% to 79 and 80 (on a scale of 0 to 100), respectively. Online retailers are stable at 79, while supermarkets slip 1% to an ACSI score of 78.

Behind the topline results, retailers are contending with a more disciplined, value-focused shopper, particularly Generation Z customers. Changing purchase patterns, tighter gaps between top and bottom performers, and growing pressure on price and experience are reshaping how brands compete across the sector.

“Retailers are facing a cost-conscious consumer who isn’t necessarily spending less in most cases, but spending differently,” said Forrest Morgeson, Associate Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “These individuals are starting holiday shopping earlier, avoiding last-minute splurges, and trading down to discount and thrift options to stretch every dollar. Together, these shifts are tightening the field between retail winners and laggards and rewarding brands that deliver clear value and a smooth experience online and in store.”

Amazon, Nordstrom, and Chewy in three-way tie atop online retailers

At the brand level, half a dozen online retailers experience satisfaction bumps, which offset declines realized by 12 others.

Nordstrom surges 5% to tie Amazon (down 1%) and Chewy (down 4%) for the top spot in the industry at 82. The fashion retailer’s focus on strategically integrating AI while remaining committed to human-based customer interactions has had a positive impact.

Macy’s (79), Walmart (77), and GameStop (71) are among the brands that have seen notable gains, each rising 3%. Walmart has enhanced the online shopping experience with AI features like personalized agentic shopping that anticipates shopper needs and the ability to browse and buy the company’s products directly through ChatGPT via its partnership with OpenAI.

In the home improvement and décor segment, Lowe’s (74) and Home Depot (75) suffer noteworthy customer satisfaction losses, down 3% and 5%, respectively. Increased prices resulting from tariffs could be lowering their value proposition in consumers’ minds.

Over half of respondents (58%) report using an online retailer’s mobile app as part of their shopping experience. Online retailers have clearly prioritized this channel, as mobile app quality (up 1% to 88) and reliability (up 2% to 87) are the highest-rated customer experience benchmarks for online retailers. The ease of checkout (up 1% to 86) is highly regarded as well. The usefulness of product images (83) and descriptions (82) increase 2% and 3%, respectively, indicating retailers’ ability to accurately depict products digitally.

ACSI debuted two new customer experience metrics this year: the quality of delivery (83) and ease of making returns (80). While each receives favorable ratings industrywide, score differences of 15 to 20 points exist at the company level.

Sam’s Club slips, yet still leads general merchandise industry

Despite sliding 2% to an ACSI score of 83, Sam’s Club stays atop the general merchandise industry thanks in large part to its efficiency. Store brands help drive high satisfaction for BJ’s Wholesale Club (up 3% to 80) and Costco, although down 1% to 81.

Fred Meyer leads hypermarkets after soaring 9% to 82. The Kroger brand underwent a series of store renovations in 2025 and enjoys gains for its in-store experience. Meijer, up 7% to 81, follows suit. The company’s investments in technology to expand home delivery and simplify in-store pickup help improve the accuracy of order fulfillment for customers, as well as their perceptions of checkout and mobile app performance. Customers are responding favorably to Walmart’s redesign efforts, which include new signage, more selection, and expanded online pickup and delivery. This has seen the company’s ACSI score improve 4% to 76.

With so many customers focused on value, discount retailers are meeting their needs. Although down 1% to 81, TJX (Marshall, TJ Maxx) leads discount stores, offering value paired with good service. Burlington improves 4% to 76, and Dollar General and Dollar Tree are both unchanged at 73.

All but one of the customer experience benchmarks are higher in 2026. The exception is value of store credit cards, down 2% to 83.

With 2% gains to 86, both mobile app quality and reliability remain the highest-scoring customer experience drivers. For shoppers using websites, satisfaction is also up 2% to 84. The ease of pickup process rises 2% to 85, while the accuracy of order fulfillment for pickup improves 1% to 84.

With shopper emphasis on value and convenience, other noteworthy increases include 3% gains for frequency of sales and promotions (78), courtesy and helpfulness of staff (81), and speed of checkout process (79). Quality of membership benefits and discounts jump 2% to 84.

Trader Joe’s overtakes Publix for supermarket supremacy

Across the 19 reported brands, 7 (plus all other smaller companies) are unchanged, while 7 experience only marginal (1%) movement. Among the 1% changes, six decline.

Trader Joe’s advances 2% to 86, overtaking Publix (unchanged at 84) to lead the industry. Given the retailer’s continued national expansion efforts, which can often strain operations and jeopardize consistency, Trader Joe’s manages to maintain its hallmark customer experience, reinforcing its strong brand loyalty even amid growth.

Save A Lot makes the largest satisfaction gain, climbing 4% to 78. In 2025, the company expanded its loyalty program and mobile app while implementing widespread store refreshes, reopening initiatives, and layout improvements. These efforts seem to be contributing to a more efficient, streamlined in-store experience.

H-E-B improves 1% to 83, continuing to benefit from strategic pricing, quality, and assortment investments. Independent research in 2025 that aligns with recent ACSI data on customers’ value perceptions highlights H-E-B’s strong value proposition and execution as drivers of its continued success in an inflation-sensitive environment.

Wegmans drops 6% to an ACSI score of 78. According to ACSI data, customers are less pleased with their in-store experiences for factors such as store layout, staff courtesy, and checkout speed. Hy-Vee and Albertsons Companies also lose ground, dropping 3% to 76 and 74, respectively, and remaining below the industry average. Giant Eagle finishes last after slipping 1% to an ACSI score of 73.

Looking at customer satisfaction by region, Aldi, ShopRite, and Walmart share the lead in the Northeast. Aldi also tops the Midwest. Sam's Club secures the crown in the South, and Trader Joe’s, once again, is the best out West.

Among customer experience benchmarks, convenience of store hours, ease of pickup process, and reliability of mobile app lead the way at 85. Despite tying for the worst mark with speed of checkouts, call center satisfaction experiences the largest year-over-year gain, improving 4% to 79. Speed of order readiness (83) and merchandise availability (82) show improvements as well.

Home Depot, Lowe’s, and Menards among top specialty retailers

A year ago, there was a 13-point gap in the specialty retailer industry between the leading brand and the lowest-scoring brand. This year, that overall gap has shrunk to 7 points – a consolidation that is noteworthy in the hardware and home improvement segment.

Home Depot (up 1%), Lowe’s (up 3%), and Menards (down 2%) lead the segment – and are tied for the industry leader overall – with ACSI scores of 81. Ace Hardware (down 4%) and Tractor Supply Company are close behind at 80. In the hobby and home segment, there is a three-way tie at 79 between Hobby Lobby (down 2%), Michaels (up 4%), and TJX’s HomeGoods brand (unchanged).

Other brands making noteworthy gains include ODP (Office Depot, OfficeMax) (up 11% to 81), Apple Store (up 4% to 79), Michaels (up 4% to 79), and Signet Jewelers (up 4% to 74). ODP initiated a “15-Minute Pickup Promise” for its Office Depot and OfficeMax brands that likely relates to improved customer experiences with mobile apps and in-store pickup. The Apple Store recovers much of its previous ACSI decline, moving past prior challenges with AI rollout. For Signet Jewelers, digital and technology investments appear to be paying off with mobile app and website experiences, helping drive purchases.

Gap (down 1%) and ACSI newcomer H&M tie for the apparel lead at 77. AutoZone leads automotive after improving 3% to 79. Bath & Body Works (down 2%) and Ulta Beauty (down 4%) top personal care and accessories with an ACSI score of 80. Likewise, Foot Locker (up 1%) leads sporting goods and sports apparel at 80. In the pet care arena, PetSmart (down 1%) pulls into a first-place tie with Pet Supplies Plus (down 6%) at 79.

Every customer experience benchmark for specialty retailers improves in 2026. The highest-scoring metrics all relate to in-store pickup and digital experiences. The ease of pickup process inches up 1% to 87 and the accuracy of order fulfillment for pickup improves 1% to 86. Three customer experience drivers score 85: quality of mobile app (up 1%), reliability of mobile app (up 2%), and website satisfaction (up 1%). A related metric, speed of order readiness for pickup, also gains 2% to 84. Call center satisfaction is the biggest riser, up 4% to a score of 81.

The ACSI Retail and Consumer Shipping Study 2026 is based on 31,293 completed surveys. Customers were chosen at random and contacted via email between January 2025 and December 2025. Download the full study and follow the ACSI on LinkedIn and X at @theACSI.

No advertising or other promotional use can be made of the data and information in this release without the express prior written consent of ACSI LLC.

About the ACSI

The American Customer Satisfaction Index (ACSI^®) is a national economic indicator and a leading provider of customer analytics products that help organizations build lasting customer relationships and prove ROI on experience investments. ACSI’s AI-enhanced platform delivers intuitive dashboards and cause-and-effect analytics that pinpoint the quality drivers most predictive of customer allegiance, retention, price tolerance, and financial performance. ACSI data has been shown to correlate strongly with key micro and macroeconomic indicators, including consumer spending, GDP growth, earnings, and stock returns.

Founded in 1994 at the University of Michigan’s Ross School of Business, the ACSI measures customer satisfaction with more than 400 companies in over 40 industries, including federal government services, based on approximately 200,000 annual interviews. Learn more at https://www.theacsi.org.

ACSI and its logo are Registered Marks of American Customer Satisfaction Index LLC.

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Behind the topline results, retailers are contending with a more disciplined, value-focused shopper, particularly Generation Z customers.