Highlight PR

Shopfully highlights how rising prices are reshaping consumer behavior in Romania, as shoppers become more deliberate, informed, and value-driven in 2026, turning planning and comparison into essential steps before every purchase.

As decision-making shifts from in-store to pre-visit research, consumers are increasingly relying on digital tools to compare prices, track promotions, and identify the best value for their budget. This change creates a clear opportunity for retailers: to engage shoppers earlier in their journey with relevant, localized offers and personalized communication that drives real in-store traffic.

Discover how Romanian consumers are redefining smart shopping in 2026 in the feature on New Money.

Aela Cotabiță, our Managing Director at Highlight PR, shares her perspective on the evolving communication landscape, where constant change and increasing complexity are reshaping how agencies and brands operate.

As the industry moves faster than ever, relevance, adaptability, and strategic thinking become essential, while technology remains a tool, not a replacement, for human insight and creativity.

Discover more in the feature on IQads News