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This article is adapted from a recent webinar conversation with Michelle Taves, VP and Group GM, and Larisa Bedgood, Head of Marketing, on the five high-intent audiences brands should prioritize in 2026. You can watch the full webinar here: [Watch the full webinar]
Not every meaningful purchase is a big one.
In a tighter economy, with inflation fatigue still lingering, many people aren’t splurging the way they once did. The giant, once-in-a-while purchases still happen, but they’re more considered. What’s filling the gap instead is something quieter, more frequent, and surprisingly powerful.
Small wins.
We call this audience the Gleamers. They’re the people who celebrate milestones, not just milestones. And right now, they’re showing up everywhere.
Celebrating progress, not just outcomes
Long goals can be exhausting.
When everything is framed around a finish line that’s months or even a year away, motivation drops. Energy fades. People feel like they’re grinding without reward.
Gleamers approach life differently. They celebrate the steps along the way.
Maybe it’s a project milestone. Or a personal achievement. A tough week finally wrapped up.
Sometimes that celebration is dinner out. Sometimes it’s a small gift. Sometimes it’s simply treating themselves or someone else. The point isn’t the size of the reward. It’s the acknowledgment.
And emotionally, that matters.
Circana’s 2025 research on “little treat culture” found that nearly half of U.S. consumers intentionally seek out small indulgences on a regular basis. Even more telling, 62 percent say these small treats are part of their self-care routine, and 73 percent say they contribute directly to quality of life.
Why Gleamers are emerging right now
This behavior lines up closely with what we’re seeing across consumer sentiment.
Economic pressure hasn’t disappeared. Deloitte’s Consumer Signals tracker reports that 71 percent of consumers are still concerned about rising prices for everyday purchases. That persistent pressure makes smaller, manageable moments of joy feel safer and more justifiable.
That’s why we’re seeing more frequent, lower-commitment purchases tied to emotion rather than necessity.
They’re about rewarding effort without blowing a budget. They’re emotionally driven, but financially rational. In fact, Deloitte identifies roughly four in ten U.S. consumers as “value seekers,” noting that this group plans to spend 40 to 50 percent less on discretionary categories overall. Small rewards become the compromise.
This is an opportunity for brands
Gleamers respond to messaging that feels human.
They’re drawn to ideas like rewards, gifting, bundles, and quick gratification. Not because they’re careless spenders, but because they value recognition. They like experiences that acknowledge effort and movement, not just completion.
This is where storytelling becomes critical.
Messaging that taps into emotion, progress, and experience resonates far more than messaging focused purely on savings or utility. Gleamers want to feel something when they engage. They want the brand to understand why the moment matters.
Agility matters with this audience
Because these celebrations are smaller and more frequent, brands need to stay flexible.
Circana reports that 44 percent of consumers treat themselves several times per week, and more than one in ten do so daily.
This audience doesn’t wait for annual moments. They respond to timely offers, relevant themes, and messaging that shows up when the win happens, not weeks later.
Agility in creative, offers, and timing is what separates brands that connect from brands that miss the moment.
Why Gleamers belong in a 2026 strategy
The Gleamers audience reflects a broader shift in how people find motivation and happiness right now.
They’re not disengaged.
They’re not overspending.
They’re intentionally creating moments of joy in between the bigger goals.
And that makes them one of the most emotionally driven, high-engagement audiences heading into 2026.
To see how Gleamers fit alongside other high-intent audiences shaping next year, download the full report on the five audiences brands should be targeting in 2026.
[Download the 2026 High-Intent Audiences White Paper]
