September was style month, with Walmart hitting New York Fashion Week, Levi’s launching an app for stylist recommendations, Old Navy going vintage, and more. See who else made our September unofficial most interesting retailers List.

Though not expected alongside Coach or Tory Burch, Walmart and Old Navy appeared at New York Fashion Week (NYFW) to draw attention to their latest fashion endeavors.

Physical retail is the leading channel for product discovery, while digital channels complement it by influencing decisions after discovery. To convert shoppers, prices must be competitive, but reviews also heavily influence purchases, especially in apparel and shoes.

More than 181 million people in the US will be Amazon Prime members this year, representing nearly 7 in 10 (73.7%) US internet users, according to our July 2024 forecast. Many of them turn to influencers before checking out; others can be won over by better discounts from competitor retailers; while some favor Amazon for fashion over groceries.

Amid shifting consumer priorities, competitive promotional activity, and an unusual calendar, brands and retailers must fine-tune their holiday 2024 marketing strategies to maximize sales during this critical period.

Last week, EssilorLuxottica, parent company of Ray-Ban and other eyewear brands, announced the acquisition of streetwear brand Supreme from VF Corporation. It’s a strange move for EssilorLuxottica.

“In the digital era, each step along the path to purchase has become significantly more complex,” our analyst Blake Droesch said on a recent EMARKETER webinar. “The store remains a vital centerpiece, but the number of digital channels that consumers are using to discover and evaluate brands continues to grow at a rapid pace.” Brands and retailers need to stay on top of evolving purchasing behavior to meet their customers where they are. Here are three trends and opportunities that can help.

Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.

Since its launch in September 2023, over 11% of US households have purchased items via TikTok Shop, according to data from a recent Earnest Analytics’ report, which analyzed credit card transaction data to learn more about TikTok Shop users.

Our revised US resale forecast reflects a slowdown for the ecommerce-dominated market, as the cost of selling one-of-a-kind items online comes into focus.

Amazon will continue to gain market share, but new competition from Temu, Walmart, and other retailers could stunt future dominance.

More consumers are shopping online for household essentials, including food and beverages and health, personal care, and beauty products. The two categories are expected to see the most growth in their share of ecommerce sales from now until the end of our forecast period in 2028. Here’s a closer look at the state of US ecommerce, why household goods are fueling the market, and the consumer behavior steering it all.

Two weeks have passed since Amazon’s Big Spring Sale, but its success is unclear. Amazon’s first-ever Big Spring Sale took place from March 20-25, offering discounts on seasonal items like spring fashion, fitness products, and cleaning and yard work essentials.

Social media users in select countries (US, UK, Australia, France, and Saudi Arabia) trust brands over influencers when it comes to finance, apparel, and skincare, per an October study from Snap Inc. and IPG Magna. Finance is where this trend is most pronounced.

Ecommerce growth accelerated during the 2023 holiday season as US consumers shifted more of their shopping to mobile devices.

Growth has slowed, but bright spots remain in key categories.

Our latest forecast and exclusive consumer surveys highlight the most compelling omnichannel opportunities for fashion brands, retailers, and marketers.

Though apparel and accessories is the third fastest-growing product category we measure—growing 3.9% to reach $616.37 billion in US sales this year—retailers need to find creative ways to court consumers as they remain price-sensitive.

Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.