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Over half (54%) of US holiday shoppers expect to give clothing or accessories as gifts this year, the most popular gift category, according to a November 2024 survey from the National Retail Federation (NRF) conducted by Prosper Insights and Analytics.

48% of US retail business decision-makers say video ads drive the biggest return on ad spend (ROAS) on Amazon, according to March 2024 data by Zogby Analytics and Feedvisor.

US drinking habits have changed, especially among younger adults, who are consuming less beer than previous generations. Macroeconomic headwinds have also driven some shoppers to choose value packs or buy via value-oriented channels, which has hurt brewers鈥� profits.

Read on: Check out our US Buy Now, Pay Later Forecast 2022 report to learn about what鈥檚 driving growth in the sector. This article originally appeared in Insider Intelligence's Payments Innovation Briefing鈥攁 daily recap of top stories reshaping the payments industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily. Are you a client? Click here to subscribe.

Zooming out: We expect that market share for voice assistants will remain relatively flat this year, with Alexa鈥檚 user base forecast to grow 2.6% YoY, Siri鈥檚 3.3%, and Google Assistant鈥檚 4%, per our forecast.

US total media ad spend will hit $424.94 billion in 2025, for a growth of 7.5% YoY, per our forecast. While the industry will see some expected deceleration from 2024鈥檚 growth of 11.5% fueled by the election and the Olympics, ad spend on the whole is healthy. But that doesn鈥檛 mean media planning is easy.

70% of US adults believe tariffs will lead to higher prices on food, electronics, and other goods, but only 26% are stocking up on items they think will cost more, according to a February 2025 survey from Ipsos.

Some 40 million people will use Klarna in the US next year, marking a 15.6% increase for the buy now, pay later (BNPL) service. Over the coming years, growth will slip into the single digits, a far cry from the 115.0% surge back in 2020.

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Prediction 2: Paze will gain a 2% share of digital wallet ecommerce in Q4 2024 after ramping up earlier in the year. Paze鈥檚 rollout took longer than we expected, so the wallet likely won鈥檛 gain the 2% share of ecommerce volume we predicted until at least 2025. U.S. Bank didn鈥檛 roll it out at scale until September. It then went live with other major banks the following month.

US financial media network (FMN) spend will hit $1.50 billion in 2026, $1.15 billion higher than this year, per our June 2024 forecast.

A US TikTok ban may happen in the near future, but brands that sell on TikTok Shop shouldn鈥檛 abandon it until they have to.

This first-of-its-kind report compares and contrasts our US ad spending forecast with our US time spent with media forecast. It identifies unexpected incongruities between how marketers are spending ad dollars and where consumers are spending their time.

Nearly half of US adults said last month that they鈥檙e buying more brands on sale due to inflation, while 43% reported buying fewer products overall, according to Ipsos.

Instacart partnered with YouTube on shopping ads. #3: TikTok. What fueled interest: In January, we noted that TikTok was gaining ground on Google as a search engine. In June, it unveiled image search; by fall, it had launched keyword-based search ads. Of course, the potential of a US TikTok ban made major waves.

Cross-border ecommerce is rising in popularity as US consumers look for value amid inflation. But growth has slowed from previous boom years.

Amazon can stake a claim as one of Canada鈥檚 top mass merchants, even without having physical stores. It has reached this milestone after more than three years of accelerated retail ecommerce in the country.

By 2026, nearly half of US households will use smart devices鈥攆rom lights to locks to appliances. Here鈥檚 how advertisers can capitalize on connectivity enabled by Matter, the newly launched interoperability protocol.

Grocery is now the second-largest ecommerce category we track in the US, behind apparel, footwear, and accessories. The average digital grocery buyer will spend $1,425 in 2025, a figure that will climb through 2028. US digital grocery sales will reach $220.48 billion in 2025, a 8.3% increase YoY, per our forecast. Sales will climb through 2028, but growth rates are slowing.

Amazon strengthened its grip on ecommerce in 2024: The retailer warded off growing competition from Temu and Walmart by improving delivery speeds, offering deals, and enhancing Prime benefits.

Ecommerce channels lead in retail media ad spending. In 2024, ecommerce channels will account for nearly 90% of total retail media ad spending in China, or $49.49 billion. The remaining portion will be allocated to off-site channels鈥攖hose that are not ecommerce sites, such as search engine Baidu and short-video apps Douyin and Kuaishou.