#USA #Austin #Rollick #outdoor recreation #Shopping Trends

Rollick's 2026 Future of Buying Study

Rollick, Inc., a frontrunner in outdoor recreation marketing and technology, has released its much-anticipated 2026 Future of Buying Study. This extensive report synthesizes insights from 17,764 consumers who recently shopped across 31 brands in the RV, marine, and powersports sectors, highlighting transformative changes in shopping behaviors, technology adoption, and digital expectations since the 2023 report.

Key Findings of the 2026 Study

The study's findings reveal several significant and evolving trends that are reshaping the outdoor recreation market. One of the most striking observations is an increase in the duration of shopping cycles. Approximately 45% of RV buyers reported that they now take four months or longer to finalize their purchase—a notable increase of 12 percentage points since 2023. The marine sector mirrored this trend, with 40% of shoppers extending their decision-making processes, while 51% of powersports consumers also spent over a month deliberating before making their choices.

These insights suggest that brands and dealerships must devise long-term nurturing strategies to engage potential customers throughout these extended decision periods.

Trust in Sources: OEMs and Beyond

The study indicates that consumer trust remains critical in the buying journey. A remarkable 88% to 94% of respondents across different segments trust information obtained directly from manufacturers (OEMs). In addition to OEMs, information from dealerships is still relied upon, but consumers are increasingly turning to independent resources and owner communities to validate factors like pricing, availability, and product quality. The growing reliance on AI tools during the research phase represents another shift observed in the report. Notably, 61% of consumers expressed their desire to use AI for specific product inquiries, and 65% sought assistance regarding insurance and financing options. This reinforces the necessity for brands to incorporate AI-driven support systems to cater to informed buyers early in the shopping journey.

The Shift Towards Digital Shopping Experiences

An evident increase in demand for digital shopping methods has emerged from the survey results. Consumers now prefer researching, browsing inventory, evaluating financing options, and requesting quotes entirely online before visiting a dealership. Notably, over half of the respondents across all demographics indicated a preference for completing financial assessments digitally. The numbers reach 54% for RV transactions and 62% in marine and powersports segments—highlighting an urgent need for brands to have strong online systems in place before potential customers enter their showrooms.

Nevertheless, the physical dealership remains vital for completing the transaction and delivery, emphasizing the importance of a smooth transition from online interest to offline purchase.

Affordability Concerns Dominate

Affordability has emerged as a predominant theme in consumer decision-making. Pricing is cited as the leading reason why 26% of RV shoppers, 27% of powersports shoppers, and a striking 32% of marine shoppers opted against purchases over the past year. Looking ahead, approximately 84% of consumers indicated that anticipated price increases would influence their purchasing decisions, a notable jump from 74% in the previous year.

Looking Forward

Bernie Brenner, CEO of Rollick, summed up the study's implications by stating, "The outdoor recreation marketplace continues to evolve, but one thing remains constant: consumers expect a simpler, more informed buying experience." The 2026 study is not just an exploration of current trends; it serves as a strategic roadmap for OEMs, dealers, and industry influencers aiming to understand and cater to the next generation of outdoor recreation buyers.

For those interested in an in-depth analysis, Rollick invites individuals to download the full 2026 Future of Buying Study White Paper from their website.

About Rollick

Rollick is an innovative technology company providing software solutions to dealerships and manufacturers across the powersports, RV, marine, and industrial/commercial sectors. Currently utilized by over 150 OEMs and more than 4,000 dealers, Rollick's SaaS products include comprehensive lead management, digital retailing platforms, marketing automation, and customer experience enhancement tools. The company, founded in 2017 and based in Austin, TX, is backed by several notable venture capital firms.

For additional information, visit Rollick.io.