With more signals than ever, and the AI tools to make sense of the data, retail brands can find new ways to engage customers and drive business value. But they need firm strategies and vision to avoid getting lost in the numbers, and many are finding in-store impact with digital efforts. At Advertising Week New York (AWNY), marketing heads at top brands, including McDonald’s, Gap Inc., bp and Visa, discussed their approaches to driving business value by elevating value for customers.
With most official data still paused, private sources like ADP, Carlyle, and the NRF are shaping the economic picture ahead of the holidays—and it’s showing signs of strain. Retail sales rose 5.4% YoY in September but slipped month to month, while high earners kept spending as middle- and low-income households pulled back. Hiring has weakened, confidence remains muted, and Moody’s Analytics warns that nearly half of US states face recession risk. The evidence points to a slowing consumer sector and a holiday season defined by cautious spending and heightened competition.
Shein’s US sales fell 8% YoY in September, marking its second-worst month in three years and underscoring the impact of the Trump administration’s decision to end the de minimis trade loophole for Chinese shipments. The policy shift, which ended tariff-free imports under $800, stripped away a key cost advantage that had powered Shein’s $18 billion in sales last year. In response, the retailer has raised prices, refocused on Europe, and launched its Xcelerator program to attract brands. The company’s future now depends on evolving beyond its low-cost model as trade rules tighten.
This year’s Singles’ Day sales period will be the longest yet as Chinese companies look to maximize revenues. JD.com, Xiaohongshu, and ByteDance's Douyin are among those hoping to get a head start over sale originator, Alibaba. Whether this year’s Singles’ Day turns into a price war depends on how strictly Beijing chooses to stem “disorderly” competition in the retail sector. While the government is unlikely to apply new competition guidelines too strictly this Singles Day, given the event’s importance to businesses and its role as a barometer of consumer confidence, the rules will inform how Alibaba, JD.com, and their peers approach pricing in the future.
India is piloting a program to allow consumers to shop and pay for products directly through AI chatbots using United Payments Interface (UPI), per TechCrunch. OpenAI’s ChatGPT is the first chatbot to join the pilot, with integrations for Google Gemini and Anthropic’s Claude to follow shortly. The agentic commerce pilot in India could inform companies’ shopping initiatives in the US, though the two markets differ significantly in how consumers use AI.
Mastercard and Coinbase are reportedly in talks to acquire BVNK for approximately $2 billion, per an exclusive from Fortune Crypto. The scale of this deal underscores stablecoin’s acceptance into the mainstream of payments. Mastercard’s eagerness to seize BVNK’s capabilities suggests that traditional payment rails can no longer ignore stablecoins, and must integrate with the payment method to avoid being left behind.
Checkout.com launched Flow Remember Me, a one-click checkout solution for global merchants, per a press release. Merchants may be more keen to partner with Checkout.com if it can show that it’s prioritizing their tech goals with things like one-click checkout. Now that it has acquirer status in the US, Checkout.com could also use faster or cheaper digital payment processing to cement their loyalty.
Pharmacies and prescription drug discounter GoodRx are in talks with the Trump administration about joining its planned direct-to-consumer (D2C) prescription drug portal called TrumpRx. Pharmacy retailer and GoodRx participation could determine whether TrumpRx stays a niche effort or evolves into a consumer prescription drug marketplace. Pharma marketers joining the platform should build on existing pharmacy and GoodRx partnerships, and focus on creating consumer-friendly e-commerce and telehealth experiences.
65% of US adults plan to begin their holiday shopping before Black Friday this year, according to August data from McKinsey & Company.
Amazon’s Prime Big Deal Days failed to spark early holiday shopping, with only 23% of consumers buying holiday items and just 7% picking up Halloween goods, according to a Numerator survey. Most shoppers used the event for everyday essentials, apparel, and beauty products rather than seasonal purchases. Despite 59% planning future holiday buys on Amazon, many were cautious due to inflation and economic concerns. With weaker engagement and no sales statement from Amazon, this year’s event likely underperformed expectations, highlighting a shift toward more deliberate, budget-conscious consumer behavior ahead of the holidays.
The Bank of North Dakota and Fiserv launch the “Roughrider Coin,” the first stablecoin from the state of North Dakota. While its individual use case may be limited, it opens the door for a stablecoin issued by Fiserv on behalf of a major retailer with significant use case for processing sales. A retailer like Starbucks would be a prime candidate—it’s already ingrained the habit of loading a wallet that can only be used at Starbucks in its most loyal customers. In that case, a limited network isn’t nearly as much of a liability—it’s the whole point.
Affirm announced 0% Days, a three-day promotion running from October 22-24 for eligible Affirm consumers, guaranteeing 0% interest and no late fees for shopping completed through the Affirm app or Affirm Card. Affirm’s inability to compete with rewards from either PayPal or card-linked installment plans may stymie its promotion’s success. If it can expand its merchant partnerships to offer better cash back at more in-demand retailers, Affirm may be able to win over consumers who may have otherwise chosen another provider for their seasonal shopping.
Most US consumers are already using digital tools for healthcare purposes, but three-quarters would prefer more personalized solutions, per a new Harris Poll sponsored by Verily. Healthcare marketers and brands need to use generative AI (genAI) tools, like remote monitoring, predictive analysis, and chatbots, to deliver personalized consumer experiences.
Linear TV ad spending grew in Q3 despite total TV ad impressions declining, per iSpot data. Ad spend increased 4% YoY, reaching $8.77 billion—but total impressions fell 2.7% to 1.67 trillion. Total ad minutes rose 2.4% YoY to 5.3 million, driven by the rise of sports inventory. Marketers must understand that a successful ad strategy requires a balance— investing in linear to drive outcomes while slowly shifting toward CTV for better targeting and to align with audience viewing habits.
Amid a challenging economic climate, luxury brands seek new ways to prove value to and win over young shoppers. By serving food and drink alongside products, retailers are turning stores into places where consumers can linger, connect, and spend. Coach’s coffee strategy is a prime example.
Fast Retailing, the parent company of Uniqlo, reported record profits for the fiscal year ended August 31, with sales up 9.6% and operating income rising 12.6%, surpassing forecasts. Growth was driven by strong performance in North America and Europe, where revenues jumped 24.5% and 33.6%, respectively. As China’s economy slows, the company is accelerating expansion in Western markets with new flagship stores planned in major cities. Despite potential challenges from US tariffs, Uniqlo’s focus on value, strategic retail investment, and market discipline positions it to gain share as rivals face rising regulatory and cost pressures.
In this podcast episode, we discuss how Primark’s US and UK customers see the brand differently, what’s kept the retailer relevant as price pressures have intensified competition, and why its famously store-first strategy is working so well. Listen to the discussion with Vice President of Content and guest host, Suzy Davidkhanian, Senior Analyst, Carina Perkins, and Head of US Marketing for Primark, Rene Federico.
The growth of commerce media investments promises to connect brands with customers for longer stretches of the customer journey, especially when shoppers are close to purchasing. Though much of this extended digital journey leaves out the physical store, this strategy is changing.
Square updated its AI, Bitcoin, and food and beverage platforms to help businesses tackle economic pressure and shifting customer expectations. AI features are no longer a strong differentiator for POS providers. But Square’s features are the first time we’ve seen a provider use AI for hyperlocal insights that it can use to maximize opportunities like community events—rather than just gleaning insights based on things like recent sales patterns.
Cash App launched Neighborhoods, a network aimed at connecting local Square sellers with Cash Apps users in their stomping grounds. Leaning into local business support could help drive customer acquisition for mobile wallets. Consumers prioritize the convenience and personal connections fostered with neighborhood vendors, making transacting all the more possible when storefronts are within easy walking or driving distance.