Small-format stores are gaining popularity among retailers trying to get closer to where consumers live and work. Some retailers, like Macy’s, are using small-format stores to reach consumers in more urban locations. But others, like Target, are going for a slightly different demographic—college students.

Successful creator campaigns on TikTok rely on partnering with creators who align well with the brand and consistently show love for its products. In 2024, US influencer marketing spend on TikTok is projected to reach $1.403 billion, per EMARKETER’s forecast. Brands that take a genuine approach to collaborating with creators ensure credibility, are more likely to connect with followers, and inspire purchases.

Nordstrom, Kohl’s look to brand partnerships to boost sales: While Nordstrom turns to buzzy companies like Savage X Fenty to attract younger shoppers, Kohl’s takes a kitchen-sink approach.

Amazon, Walmart, and Stitch Fix lead retailers when it comes to AI implementation: But retailers of all sizes are leveraging the technology to drive sales and improve CX, according to a report provided exclusively to EMARKETER.

Gen Alphas’ anti-aging skincare regimen causes concerns: Brands and retailers are under pressure to disclose product risks as tweens copy their favorite beauty influencers.

Not all assumptions about how Gen Z consumers shop are correct. While it’s true that they’re motivated by sustainability, they’re also limited by their budgets. It may be difficult to earn their loyalty, but they still have brand affinities. Here are four assumptions about Gen Z and whether there’s any truth to them—straight from members of Berns Communications’ Z Suite network of Gen Z consumers.

TikTok’s potential ban isn’t putting brands off TikTok Shop: The platform’s sales potential is driving companies like Rare Beauty and Tarte Cosmetics to deepen their investment.

Self-reported spending is down 6% among US teens (which includes Gen Alpha and Gen Z consumers), but they are still shelling out on beauty, according to Piper Sandler’s latest Taking Stock with Teens survey.

With third-party cookies on the way out, access to customer data is more valuable to brands than ever. By leveraging loyalty programs, brands can collect first-party data, including customer demographics and shopping habits, in exchange for targeted offers or deals. But in order for brands to get access to customer data, they need to be sure their loyalty program resonates with their audience.

Gen Alpha’s obsession with skincare is driving beauty sales: Younger shoppers are gravitating toward premium brands and spending more time browsing the aisles at Sephora.

UK ecommerce sales have bounced back to steady growth as consumer spending remains resilient despite inflationary pressures. Most major categories will see a further shift online by 2027, bringing opportunities for ecommerce retailers.

Retail media will make huge gains this year in Canada. Our first-ever forecast for retail media ad spending in Canada and our joint survey of ad buyers (conducted with IAB Canada) highlight the latest developments.

The 10-year-olds have taken over Sephora in search of their favorite skincare and beauty brands, catching the eyes (and ire) of many TikTokers. But this trend has implications beyond angering older consumers, highlighting the purchasing power behind Gen Alpha and social media’s role in product discovery. Here’s what brands can learn.

Our primary research on US online beauty buyers shares insights into how consumers discover and purchase new beauty brands and products across channels.

For some, shopping online is functional, enabling consumers to get what they want quickly, without straying from their budget or list. By creating a more engaging ecommerce experience, retailers can make shopping online fun, enticing consumers to browse and buy like they might in-store—and perhaps, increasing their basket.

Our primary research on US online beauty buyers shares insights into the evolution of consumer habits and preferences in one of retail’s most resilient categories.

As AI advances, a new era of creativity has unfolded for beauty brands. By infusing AI into their online strategies, beauty brands have an opportunity to drive a stronger return on ad spend and reach consumers in ways never before possible.

While consumer outlook is more positive than when inflation reached a 40-year high last year, the impact that shoppers face—higher retail prices, interest rate hikes, and depleted savings—may push cautious spending patterns into 2024. The key to having customers coming back in the new year is investing in unique value propositions, according to our analysts.

With over 34 million members, Sephora’s Beauty Insider loyalty program is generally regarded as one of the best loyalty programs in the US. To keep customers coming back, Sephora is balancing gamified experiences with the classic rewards that it knows customers like. Here are five tips from Emmy Brown Berlind, senior vice president and general manager of loyalty at Sephora, on how retailers can level up their loyalty programs and deliver a best-in-class experience.

Gen Z teens cut spending in response to inflation: Shoppers in this cohort are shopping more often at off-price and ecommerce retailers to save money, although the beauty category is as resilient as ever.