Careful spending, entertainment, and wellness are set to define consumer spending next year in Europe, forcing brands to lean into smarter engagement strategies and innovation beyond the shelf.The retail landscape across Europe is evolving–rapidly, weirdly, and spectacularly—shaped by ongoing disruptions, technological advances but also increasingly complex consumer desires. And according to Carla Buzasi, CEO at trend forecasting company WGSN, next year will be transformative for brands and retailers across the region as consumers enter “the year of choiceful spending.”Savvy, Transient ShoppersAddressing attendees at one of Europe's largest retail events—Shoptalk Europe 2025—earlier this month in Barcelona, Spain, Buzasi said, “People are going to be really tactful about how they're spending their money.” Why? Because they have become “savvy,” with endless knowledge that they are “not afraid to use,” she said.And this shift would happen as two major macro movements—the rise of entertainment and the rise of wellness—carved out the future of consumer spending, she said. Consumers will invest more than ever in experiences and well-being, Buzasi said, which will cause ripple effects throughout most industries.All of this at a time when it has “never been harder to maintain love and trust with a consumer,” said Holden Bale, Global Chief Strategy Officer at consultancy major Merkle.Merkle data indicates that 44% of European consumers like to regularly try new brands in consumer product goods, and 32% will abandon a brand they love after a bad experience.