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US retail media ad spend will hit $45.15 billion this year, an increase of almost 20% over 2022, according to our forecast. Growth will accelerate each year through 2027, when we expect spend to reach $106.12 billion.

Click here to view our full forecast for US digital buyers, by generation. Gen Z far surpasses the total population in social media buyers in 2025 (56.0% versus 36.5%). Gen Zers already rely heavily on social media (particularly TikTok and Instagram) for evaluating brands and products, according to our 2024 US Consumer Path to Purchase survey.

After experiencing a surge in growth in 2021, US retail sales growth began to slow last year, a pattern which will continue into 2023. According to our forecast, sales will rise by less than 3% this year, reaching over $7.3 trillion.

US cosmetic and beauty sales are expected to grow over 10% this year鈥攎ore than three times the 2.9% rate of the overall retail market, according to our forecast. It鈥檚 a sign of the 鈥渓ipstick effect,鈥� said our analyst Sky Canaves on our 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

Key stat: US digital commerce platform gross payment value growth will slow down this year, increasing only 9.0% compared with last year鈥檚 25.0%, per our forecast.

US annual social commerce sales per buyer will nearly double from $627.8 in 2023 to $1,223.7 in 2027, according to our forecast.

Credit cards will remain the most popular retail payment method in the US through next year, with total credit card transaction value reaching $3.843 trillion in 2025, per our forecast.

Mobile apps are vital for commerce. In fact, among US smartphone users, 65.8% will use retail apps in 2024, putting the category behind only maps/navigation apps (72.8%) and weather apps (71.1%) in terms of adoption, according to our July 2023 forecasts.

We project US in-store retail media ad spend will nearly quadruple by 2027, but that鈥檚 starting from a fairly small base of $240 million this year, according to our forecast. Here are tips from experts on building an in-store retail media network.

US consumer spending rose 3.7% in Q3: Several indicators suggest the US economy is on sound footing as inflation wanes and consumer sentiment ticks up.

Donald Trump and Kamala Harris offer two starkly different perspectives on how best to manage the US economy and what changes are needed to put the country on the right path.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

Travel will see the fastest growth in US digital ad spending of any industry in 2023, according to our forecast. Travel, retail, healthcare and pharma, automotive, and entertainment will outpace the national digital ad spending growth rate.

Looking ahead: Despite the macroeconomic headwinds, Domino鈥檚 remains optimistic, forecasting 3% growth in US comparable sales for the full year. Even as delivery slows, Domino鈥檚 sees major growth potential through third-party aggregators.

Key stat: Google鈥檚 share of US nonretail search ad spend has declined since 2021, when the company saw $57.49 billion in US search ad revenues, according to our forecast. Among Google鈥檚 rivals outside of retail, both Microsoft and Apple are growing their search revenues faster.

Our annual report on ecommerce in Canada highlights our most recent forecasts for all flavors of retail, including brick-and-mortar, digital buying, and mobile commerce.

Retail will account for more US digital ad spend (27.9%) in 2023 than the five lowest-spending industries combined, according to our forecast.

Total media ad spending in the US will pass the $350 billion mark this year, but growth is slow at just 3.8%, according to our forecast. 鈥淭hat is not great compared to almost anything in recent memory; however, there is a U-shape to this line,鈥� our analyst Ethan Cramer-Flood said during our 鈥淯厂 Digital Ad Spend Outlook鈥� webinar. Connected TV and retail media will prove to be bright spots, but social media could be a challenge.

Programmatic advertising will account for 91.3% of US digital display ad spend this year, or a total of $157.35 billion, per our December 2023 forecast. Last week, advertisers at Programmatic I/O discussed where those ad dollars are headed and how programmatic advertising is changing. From ad spend waste to the expansion of retail media, here are three big trends discussed at the event.

Traditional search鈥攚hich excludes retail media search鈥攚ill claim the biggest share of US ad dollars this year, amounting to $90.73 billion, according to our March 2024 forecast.

On today's episode, we discuss why brands should be thinking more about community; Apple rolling out its buy now, pay later offering; consumers' shipping priorities; H&M's new resale program; what in-store retail robots can do; facts about US national parks; and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, vice president of content Suzy Davidkhanian, and analyst Blake Droesch.

Big Tech (Amazon, Apple, Google, Meta, and Microsoft) will attract nearly two-thirds of US digital ad dollars this year, according to our October 2023 forecast.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss the sizes of different digital marketplaces, what their unique selling points are, and why smaller retailers are building out their own. Then for "Red-Hot Retail," our analysts give us four spicy predictions about the future of digital marketplaces. Join our analyst Sara Lebow as she hosts forecasting analyst Whitney Birdsall and analyst Sky Canaves.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.