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A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, the economic blackout day made an impact, ecommerce buoys beauty, and luxury spending continues.

Ecommerce will account for nearly a quarter (24.5%) of US beauty retail sales by 2028, according to our October 2024 forecast.

Physical stores matter most for driving awareness. But online, social media platforms outrank multibrand retailers鈥� digital channels in driving product discovery, with the most pronounced impact among Gen Z shoppers.

Walmart announces lengthy beauty sale as it looks to protect its advantage: The retailer is expanding its assortment and refining the in-store experience to appeal to a wider variety of shoppers.

Ecommerce penetration of beauty and personal care sales is rising: 41% of category sales take place on platforms like Amazon and TikTok Shop as consumers respond to virality and convenience.

Tariffs imperil beauty industry just as post-pandemic boom slows: Costs are expected to spike as duties hit key imports, leaving brands scrambling to maintain sales without alienating price-conscious buyers.

In November, retailers made strategic moves across grocery, apparel, and beauty. Amazon turned Black Friday into a weeklong event and launched its Shein competitor, Haul. Meanwhile, e.l.f. Beauty strengthened its value proposition through a new Dollar General partnership, while Kroger announced plans for specialized Asian experience stores in North Texas. Here are our eight unofficial picks for the most interesting retailers in November.

Est茅e Lauder partners with India鈥檚 government to boost local beauty brands: The company is the latest to invest in the country as interest in premium beauty soars.

Ulta lost beauty market share for the first time in 2024: The retailer is relying on a new marketplace, enhanced omnichannel experiences, and international expansion to recover sales.