蘑菇AV

Gen Z will account for 62.8 million US digital buyers by 2028, per our forecast. 47% of Gen Zers use social media for 2 to 4 hours daily, making the digital third spaces curated on these platforms critical for brands. What are digital third spaces? A 鈥渢hird space鈥� is an informal place where people gather and connect outside of home or work.

Our take: While Gucci鈥檚 reinvention is underway, it鈥檚 unfolding in a climate where even luxury鈥檚 most reliable shoppers are starting to pull back. That puts both Gucci and Kering in a tight spot, with little margin for error.

But as financial pressure mounts and President Trump threatens tariffs, beauty sales won鈥檛 grow as anticipated鈥攃ausing us to lower our US beauty sales forecast to $99.57 billion from $102 billion previously. The Gen X factor: Further along in their careers and more likely to have older children, Gen X represents a major opportunity for beauty brands.

Go further: Read our reports on US Luxury Consumers and Their Path to Purchase and Luxury Ecommerce.

Retailers that provide access to specific consumers with distinct shopping behaviors may see their competitive edge eroded. And advertisers that don鈥檛 take context into account may invest unwisely. Some retailers will adopt a 鈥測es ... and鈥� approach to measurement by providing two versions of some KPIs.

This sponsored article by PartnerCentric will explore retail and ecommerce insights.

Gen Zers will account for 30.2% of US BNPL users this year, according to our forecast. Our take: BNPL providers may need to regain Gen Z鈥檚 trust by meeting them where they鈥檙e at and emphasizing financial control. Financial management features like in-app budgeting controls could help.

Phones using the Android operating system鈥攚hich have a roughly 50% share of the US smartphone market鈥攁lready provide access to NFC capabilities without charge. Providers can now access Apple iOS, which holds the other half of the market share. NFC will compel ecommerce players like Paze to rethink their strategies or risk being left behind in broader commerce.

After an unexpectedly solid 2023, the good times will continue for ad spending in most US industry verticals in 2024. Telecom will lead in growth, and numerous categories will outpace their 2023 increases. A few unusual results are on tap as well.

While many users sell products via Twitch livestreams, Amazon has yet to position the platform as a rival to other social video commerce sites like TikTok Shop.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.

Retail media ad spend could range between $56 billion and $61 billion in 2025, depending on how aggressively tariffs are implemented, according to our 鈥淚mpact of Tariffs on US Businesses鈥� report. If heavy tariffs are enacted, spending could fall by 8.1% compared to our limited tariffs scenario, which aligns with our current baseline forecast. 2.

The news: Many US adults, especially Gen Zers, are feeling pressure to purchase tech items ahead of expected tariff-led price hikes. 38% of consumers feel influenced to buy tech before costs rise, per CNET鈥檚 2025 Tariff Survey. That pressure has led 11% of shoppers to buy a high-ticket item over $500, though 27% said they will delay big purchases. What鈥檚 at the register?

Delta Air Lines, for example, withdrew its full-year forecast this month鈥攂ut noted that solid premium demand was a bright spot for the company.

Prada鈥檚 Versace deal comes at a difficult time for the luxury industry: Tariffs are threatening brands鈥� access to US consumers, while recession fears could trigger more conservative tastes.

PRO+ subscribers have access to Industry KPIs, our collection of more than 400 benchmarks in marketing and retail and ecommerce across a range of industries and countries. Click here for more information.

International boycotts of US brands and travel could cost the economy up to $90 billion: Rising anti-American sentiment caused by Trump鈥檚 policies is making it harder for companies to operate at home and abroad.

As competition intensifies and consumers continue to seek value, retailers will need to double down on how to differentiate themselves and offer shoppers what they want, wherever they are.

We forecast crypto payment users will jump about 82% between 2024 and 2026, but in 2026, they will still only account for 2.6% of the US population.

Those pressures caused the company to trim its 2024 sales growth forecast to 6% YoY, down from its long-term target of 7% growth. It also said it now expects to open a net 850 stores through the end of the year, down from its previous forecast of 925. The numbers:. Domino鈥檚 revenues were $1.08 billion, up 5.1% YoY, but just short of the $1.10 billion analysts expected.

Google accounts for the highest share of US search ad revenues (52.0%), followed by Amazon (22.1%), per our forecast. Though ChatGPT does not yet serve ads, it鈥檚 influencing how marketers think about SEO. Key stat: Despite ChatGPT鈥檚 rise, Google is still the king of search. Google processes more than 5 trillion searches per year, according to the giant.

US in-store retail media ad spend will climb 45.5% this year, per 蘑菇AV鈥檚 November 2024 forecast. In-store will account for just 0.8% of omnichannel retail media ad spend, a total of $530 million. As commerce media networks integrate online and offline shopping data, in-store spend will continue to grow. 2. Off-site investments.