The study aims to investigate the consumer preferences of Polish individuals in both the goods and services markets. The research methodology employs a range of methodological approaches, including analysis and synthesis, inductive and deductive reasoning, abstraction, statistical analysis, and a systematic approach. Data from 694 respondents were collected through Computer Assisted Web Interviewing (CAWI) between November and December 2021. The T hierarchy analysis method was used for data processing and priority determination. The findings of the study reveal significant changes in consumer behavior among Poles, which can be attributed to shifting social attitudes, economic uncertainties, and an increased focus on ethical consumption. The study identifies several key factors that influence consumer choice and trends in the markets of goods and services among Polish consumers. These factors include shifting social attitudes, economic uncertainties, the rise in online shopping, the importance of innovation and product offerings, the emphasis on customer experience, the significance of sustainability and ethical considerations, the role of digital marketing and engagement, and the value of market research and consumer insights. Overall, the study provides valuable insights into the evolving consumer behavior of Polish individuals and highlights the various factors that shape their preferences in the goods and services markets.