Rollick Releases 2026 Future of Buying Study
New consumer research tracks shifts in shopping behaviors across RV, marine, and powersports markets.
Updated on Oct. 27, 2026 in Buying/Selling
Live Poll
Do you prefer researching and financing large recreational purchases online before visiting a dealership?
The 2026 Future of Buying Study by Rollick identifies significant shifts in consumer behavior for specialty vehicle shoppers. The report analyzes data from 17,764 individuals across 31 brands to outline changing preferences for digital retail and financing.
Why it matters
This research provides a strategic roadmap for original equipment manufacturers and dealers to navigate the next generation of buyers. It highlights the growing importance of digital integration in a sector where high costs currently influence purchase decisions.
The study found that 45% of RV shoppers and 40% of marine buyers take four months or longer to complete a purchase. Additionally, 84% of consumers stated that rising product prices will directly impact their future buying decisions.
The players
Rollick
Headquartered in Austin, Texas, this company provides an enterprise retail platform used by approximately 4,000 dealers to connect with and sell to outdoor enthusiasts.
The details
The report finds that 61% of respondents want AI agents for product information, while 65% seek AI assistance for financing and costs. Online credit approval is preferred by 54% of RV shoppers and 62% of powersports and marine shoppers, signaling a desire for digitized transactions.
Timeline
Rollick was founded in 2017.
The previous edition of the Future of Buying Study was published in 2023.
The 2026 Future of Buying Study was released on October 27, 2026.
Roadmap
This study tracks the evolution of digital retail adoption within specialized vehicle categories, mirroring broader industry trends toward online-first transactions. By identifying buyer preferences for AI and digital credit approvals, Rollick positions itself against traditional dealership models that have historically relied on manual, in-person processes.
Consumers should expect a faster, more digitized purchasing experience as more of the 4,000 dealers on the Rollick network adopt AI agents for financing and product questions. Shoppers will also likely encounter more online credit application options, reducing the time spent on manual paperwork at the dealership.
The takeaway
Prospective buyers can leverage new digital tools to expedite the credit approval process and receive faster answers regarding vehicle specifications. Understanding that price remains a primary hurdle, shoppers should utilize online AI resources to compare costs and financing options more efficiently.
Further reading
For more on evolving retail trends, visit the United States Buying/Selling section.
Source note: This article includes information reported by Star Local.
Live Poll
Do you prefer researching and financing large recreational purchases online before visiting a dealership?
