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Strong quarters drove both companies to hike their full-year forecasts. Deckers expects fiscal 2025 net sales to grow roughly 12% year over year (YoY) to $4.8 billion, up from its previous guidance of 10% growth. It also boosted its diluted earnings per share (EPS) forecast to a range of $5.15 to $5.25.

A trade war with the US will hinder economic performance in Canada this year. Ad spending overall is expected to lose the momentum gained in 2024. But many digital formats will benefit from the emphasis on return on ad spending.

Gen Zers will account for 30.2% of US BNPL users, per our 2025 forecast, signaling a lasting shift in how younger consumers approach spending and credit. Our take: Retailers like Bath & Body Works are smart to adapt stores for Gen Z with video displays and digital integration. To further their appeal, they should emphasize affordable indulgences, flexible payments, and values-driven messaging.

We forecast that US BNPL payment value will rise 15% YoY this year, compared with 20.8% YoY in 2024. And card issuers have been ramping up their offerings to capitalize on consumers鈥� interest in installment plans. Chase rolled out Travel Now, Pay Later in July, an installment offering linked to the Marriott Bonvoy Bold card.

Click here to view our full forecast for US retail media ad spending. Retail media has evolved from ecommerce side hustle into a compelling opportunity to generate high-margin revenues. Retail media has captured the attention of multibrand retailers looking to offset ecommerce margin drains.

Pinterest鈥檚 Q1 involved strong user and global revenue growth: US monetization, though, could be under pressure moving forward.

Analytics firm Tourism Economics and real estate data provider CoStar downgraded their US hotel forecast this month, citing decreased business spending in wake of the Trump administration鈥檚 tariffs and soft international visitor volume. Revenues per available room (revPAR) are now expected to rise 1% this year for hotels, down from a prior forecast of 1.8%.

Sponsored Links have launched with an affiliate payout model, and affiliate marketing spend is expected to grow 11.9% in 2025, 蘑菇AV forecasts. US social commerce sales will surpass $100 billion in 2026, 蘑菇AV forecasts, presenting a clear opportunity for affiliate partnerships in influencer marketing.

For US purchases, Shopify plans to offer consumers 1% cash back for USDC transactions at no additional cost to the merchant. Mainstreaming on-chain payments: This partnership is trying to push cryptocurrency payments from the fringe closer to the center. We forecast that only 1.9% of Americans will use crypto for payments this year.

US retail media spend will reach $60.81 billion in 2025鈥攁dding roughly $29.2 billion in new ad dollars, more growth than Meta and Alphabet will see combined, according to 蘑菇AV鈥檚 forecasts. At the same time, 71% of advertisers now rank incrementality as the most important KPI for their retail media investments, an Association of National Advertisers (ANA) survey found.

We forecast that just 1.9% of US adults will transact with crypto this year.

Beyond giving the retailer the ability to be more responsive to apparel trends, it will also help mitigate the impact of tariffs in the US, its largest market鈥攁nd possibly help it pick up some sales from Shein, whose business is under pressure from tariffs and the end of de minimis.

YouTube dominates US streaming viewership and is expected to cross 250 million viewers next year, per our forecast. The platform commands 67% more US viewing time than Netflix.

The news: Target is testing a factory-direct shipping model that would enable it to offer lower-cost products to customers, per Bloomberg. The model, which lets suppliers ship products directly to shoppers, closely resembles the strategy used by Temu and Shein to keep prices low. Our take: Unfortunately for Target, now is not the best time to increase its reliance on overseas suppliers. While the Temu-Shein model worked spectacularly well for several years, the conditions that fueled their growth鈥攏amely, the de minimis exemption and low tariffs鈥攁re no longer in place.

US consumers will average 1 hour, 25 minutes per day with digital audio in 2025鈥攋ust 2 minutes shy of their daily time spent browsing social media, per our forecast. But while social networks will account for nearly a quarter of total US media ad spending, digital audio services will represent just 1.8%.

The news: Discount furniture retailers are stepping up their expansion as much of the industry contracts. Our take: Consumers are focusing more on value, and that push could change US perceptions about shopping for furniture鈥攅mphasizing value and simplicity over stylish but costly designs

The news: China鈥檚 coffee giants are making their way to the US in the hopes of unlocking a lucrative market to offset pressures back home. Our take: Luckin鈥檚 and Cotti鈥檚 US launches are a problem for Starbucks, which is already struggling to compete with the companies in China and having a hard time winning over customers at home. Unfortunately for Starbucks, many of the moves it鈥檚 making鈥攕treamlining its menu, enhancing the in-store experience, leaning into premiumization鈥攔un counter to consumers鈥� current desire for variety, convenience, and value. That has created an opening for chains like Dutch Bros (and now Luckin and Cotti), which are better positioned to capitalize on emerging trends in the coffee space and can undercut Starbucks on price.

Amazon鈥檚 expansion beyond traditional product listings into streaming ads via Prime Video creates new advertising inventory that bridges entertainment and ecommerce. Expanding its video offerings allows the company to incorporate top-of-funnel brand awareness that competitors struggle to match.

The trend: Food manufacturers are pledging to remove artificial dyes from their products amid pressure from US Health Secretary Robert F. Kennedy Jr. and the Make America Healthy Again (MAHA) movement. Kraft Heinz said it would phase out artificial coloring in products sold in the US by 2027. General Mills quickly followed, announcing that it would eliminate artificial dyes across its full US portfolio by 2027, and remove them from all cereals and foods served in K-12 schools by next summer. Both Nestl茅 and Conagra are joining the party. Nestl茅 pledged to 鈥渇ully eliminate [food, drug, and cosmetic dye] colors in its US food and beverage portfolio by mid-2026,鈥� and Conagra will stop using such dyes in its frozen foods by year-end, and in all products by the end of 2027. Our take: For most companies, removing artificial dyes from their product lineups is a fairly easy lift, as many have already done so in Europe. It鈥檚 also increasingly a necessary move to prevent private labels from encroaching further on their turf, as more retailers launch 鈥渇ree from鈥� lines and pledge to remove ingredients like aspartame and high-fructose corn syrup from their store brands.

The news: Apple鈥檚 iOS 26 update will let users store passports as Digital IDs in the Wallet app. Our take: iOS 26鈥檚 integration of digital US passports should draw more attention from users. While this update will not replace physical passports for international travel, it signals a major turning point for digital identity authentication on Apple鈥檚 platform given the scale of identity security a passport exudes.

Amazon will capture more than half (51.1%) of all retail ecommerce sales in Germany this year, according to our forecast. Canada will have the second-highest share of Amazon ecommerce sales among the countries we track, at 41.5%, followed by the US, UK, Japan, and Mexico.

鈥淭he YouTube Premiere allows us to create a digital live event accessible to anyone online, bringing our community deeper into our brand,鈥� said Rosebrook. 蘑菇AV a quarter of YouTube viewers are Gen Z, the generation with the largest share on the platform, according to a March 蘑菇AV forecast.

According to our forecast, US prepaid card transaction value will increase to $228.98 billion this year, meaning the delays for prepaid card security innovations are past due to serve customer demand.

We forecast US consumers ages 65+ spend on average more than 5 hours daily with linear TV. Among that age group, 88.6% took at least one prescription medication in the last year and one-third take five or more regularly, per the CDC. Our take: RFK previously acknowledged the First Amendment hurdles in an outright pharma ad ban.

As more retailers recognize the value of leveraging their first-party data, the global retail media market will continue to expand and innovate. While the US leads the charge with $45.15 billion in spending this year, according to our forecast, other regions are showing similar patterns. In fact, Latin America is only four to five years behind the US, said our analyst Matteo Ceurvels on our 鈥淏ehind the Numbers: Around the World鈥� podcast.