Authenticity (35%) and track record (32%) are the top two factors US adults consider when deciding which online product reviewers to trust, according to Ipsos data from October 2025.
Walmart and Target closed their recent earnings calls on sharply different footings, but with a surprisingly shared vision for the immediate future.
Gen X is projected to lead all generations in total annual spending this year, per NielsenIQ. Brands often focus on younger consumers to build long-term loyalty, but in doing so, they’re missing immediate sales potential from Gen Xers, who account for 33.2% of retail spending despite making up just 19.4% of the population. Retailers and brands should seize the opportunity to build stronger connections with Gen Xers by sharpening their marketing focus and improving in-store experiences. The brands that blend authenticity in their marketing with well-executed in-store experiences will win Gen Xers’ hearts and wallets.
Payments companies are investing in sport marketing to capture volume at lucrative stadiums and live events, per multiple press releases. Standard arena deals have big value, but there’s another area of sports with even less penetration: Women’s sports leagues. Viewership and attendance for professional women’s basketball is exploding thanks in part to standout rookies like Caitlin Clark and Angel Reese. Ads during women’s sports events have a 40% greater impact on consumer engagement than average primetime TV ad airings—meaning the opportunity to seize on rising attendance at women’s sporting events and TV viewership is ripe for payment providers trying to snag in-arena volumes and new customers.
US shoppers will spend $78 billion this Cyber Week, up 3% YoY and an all-time high, according to Salesforce. A record number of shoppers is also expected—186.9 million, per the NRF and Prosper Analytics. Cyber Five will be a barometer for the rest of the holiday season. While we expect healthy topline growth, driven by the resilience of higher-income consumers, shoppers on the whole are being much pickier about how and where they spend. Despite longer promo periods, most shoppers will wait for Black Friday to pull the trigger, possibly in the hopes of securing the deepest deals. AI will play a larger role this season, as more consumers turn to the technology to find gifts and secure discounts.
Block will pilot a real-time credit scoring model called Cash App Score, per a press release. Users’ Cash App Scores are based on financial behaviors within the Cash App ecosystem: deposit frequency, spending habits, savings activity, and repayment history, and other metrics. Cash App’s micro loans have acted as a proof of concept for its proprietary underwriting model, which it now likely wants to expand into larger-value (and more lucrative) lending. Giving consumers a visible—and highly manipulable—score can boost loan value and overall engagement.
Walmart, TJX, and other US retailers are deploying body cameras to combat shoplifting, harassment, and violence against staff. While the full scope of retail theft is debatable, every stolen item chips away at revenues. With tariffs and rising costs squeezing margins, retailers are testing every lever to protect the bottom line. Body cams may help—but only if they reduce loss without eroding customer trust. Retailers should exercise care in walking a fine line between safety and scrutiny.
Cryptocurrency valuations plunged across the board from frothy October highs, per Coinmarketcap data. Crypto volatility scares consumers and dampens consumer interest even in relatively safer types of crypto like stablecoins, which have practical applications for cross-border payments. Stablecoin services need to educate their consumers about the safety of their products, especially as other non-fiat-backed tokens hemorrhage value, to assure clients that their crypto-powered remittances are a safe choice for sending loved ones overseas money.
Gap’s viral campaign featuring Katseye helped the retailer regain its fashion credibility and drive shoppers to stores. The campaign delivered “significant traffic and double-digit growth in denim,” Gap CEO Richard Dickson said on the company’s Q3 earnings call. In total, the ad generated 8 billion media impressions and 500 million views, making it one of the brand’s most successful campaigns of all time. The ad’s success is a clear indication that Gap Inc.’s playbook is working. By delivering both on-trend products and culturally relevant marketing, Gap is attracting more Gen Z shoppers while keeping its existing customer base engaged.
Walmart raised its full-year outlook again as its strong value proposition and fast-growing ad business drive broader consumer spending. It now expects net sales growth of between 4.8% and 5.1% this year, and EPS between $2.58 and $2.63. Q3 comps rose 4.5% YoY, with higher traffic and ticket size, and gains were strongest among higher-income shoppers. US ecommerce sales jumped 28%, supported by faster delivery, rising Walmart+ signups, and 33% growth in US ad sales (excluding Vizio). Walmart is also expanding to emerging channels, including ChatGPT. Its focus on value, convenience, and tech has strengthened its position, helping it compete with Amazon and capture more holiday and online spending.
TD Bank will finally offer Amazon Shop with Points in the US for its credit cardholders, per a press release. Earning consumers’ loyalty requires delivering on competitive rewards. While perks like fraud protection and Amazon rewards are seen as default credit card features, issuers trying to impress should incorporate at least 2% cash back, rewards for paying off balances, and payment flexibility at checkout, per our 2025 US Cash-Back Credit Card Emerging Features Benchmark.
FICO has partnered with Plaid to incorporate cash flow data from consumers’ checking, savings, and money-market accounts into its UltraFICO Score. The updated scoring model is designed to give lenders a more comprehensive view of a customer’s creditworthiness than legacy credit files indicate. Consumers who have credit products can access more, but those who don’t are less likely to be approved. Yet in a short time, scoring has evolved to better reflect consumers’ everyday financial behaviors and their willingness and ability to pay. This should get more credit products into more consumers’ hands.
Cash App will offer Afterpay on the Cash App Card powered by a new Visa Debit Flex Card, per a press release. Expanding BNPL offerings helps encourage spending from consumers who can’t access a credit card under tightening underwriting conditions. While the Cash App card is already geared toward underserved and underbanked consumers, rewards or features for young parents could help capture their hunger for credit: Two-thirds of caregivers hold three or more BNPL loans at once, per a Lending Tree survey.
Shoppers are spending about 10% more on gifts this year, even if they’re feeling less confident. New insights from PMG show how that mix of caution and momentum is shaping a holiday season built on smart pacing and steady engagement.
Convenience stores are transforming into fast-casual dining destinations, increasingly competing with quick-service restaurants for shoppers seeking affordable, healthy meals. And while consumer perceptions of these stores continue to improve, concerns around food safety and hygiene remain potential barriers. To succeed, convenience chains can adopt strategies such as adding prep-time labels to grab-and-go items to underscore freshness and maintaining clearly visible cleanliness standards throughout the store.
As CTV investment accelerates, so does scrutiny. Marketers face pressure to validate every ad dollar, yet measurement across connected TV (CTV) remains fractured and disconnected from the outcomes that matter: Sales.
On today’s podcast episode, we discuss whether Coca-Cola’s AI holiday ad is a bold move forward or a soulless shortcut—and, when everything can be generated, whether authenticity becomes the new premium. Listen to the discussion with Vice President of Content and host Suzy Davidkhanian, Principal Analyst Sky Canaves, and Analyst Arielle Feger.
In earnings calls from retail leaders, one of the biggest shared signals is that AI shopping assistants are becoming the new front door of the customer journey. Whether the retailer is in grocery, fashion, or general merchandise, conversational search is now the organizing principle for discovery.
The US housing market remains frozen as affordability challenges, elevated rates, and tariffs choke activity, leaving prices nearly flat YoY and 75% of top markets overvalued. The slowdown has hurt major home-improvement chains—Home Depot and Lowe’s both trimmed guidance as big-ticket projects and financed spending weaken. Yet higher-end and digitally savvy retailers like Wayfair and Williams-Sonoma have held up better, with AI-driven personalization and affluent customer bases helping offset broader softness. The split underscores a K-shaped retail economy unlikely to rebalance until affordability and buyer confidence improve.
Target will spend $5 billion next year to upgrade stores, merchandise, and digital capabilities as it works to return to growth. Net sales fell 1.5% YoY in Q3, and traffic declined 2.7%, underscoring its exposure to weakening discretionary spending. With shoppers prioritizing value, Target has struggled to deliver enough newness. To get back on track, CEO Michael Fiddelke is focusing on restoring merchandising authority, enhancing the omnichannel experience, and investing in technology. The retailer is using AI to surface trends faster and integrating with ChatGPT to enable conversational shopping. Target’s ability to dig itself out of its current hole will largely depend on how quickly it can fix its merchandising problem and improve the in-store experience.