Abstract. Major financial crises often have widespread impacts beyond the economic fallout. This article examines the influence of crises like the Global Financial Crisis (GFC) of 2008 on consumer behaviour and market dynamics. It analyzes changes in spending patterns, preferences, and brand loyalty using quantitative data from surveys as well as financial and firm reports. Key theories linking wealth effects and uncertainty with consumption are also explored. Research into this topic has been done to have a more clear view about the buying behavior and market condition. There also have been made conclusions how to deal with the market and consumers if the identical crisis happens.