Our fourth annual Path to Purchase survey examines how consumers discover, research, and purchase products across 10 categories, and how traditional and digital media and online and physical channels shape consumer behavior.

Our survey data highlights how high-income earners (making $150,000 or more) shop across channels and categories.

Beauty ecommerce is outpacing the broader category as social and AI reshape the path to purchase. As generational divides widen, brands and retailers need to rethink how they win discovery, consideration, and conversion.

In our second-annual Pulse of the Consumer: UK Personal Care and Beauty Survey, shoppers share how dupes, social media, and AI are shaping product discovery.​

Our inaugural Pulse of the Consumer: Food and Beverage survey tracks shopper behavior across food and beverage categories.

Banks must offer creative incentives to drive mortgage business during this slowdown.

US toy and hobby retail sales will grow steadily through 2030, but the real momentum is online. Ecommerce growth will outpace the retail market as its role in the category continues to expand.

UK holiday spending is expected to rise 3.5% this year, according to PwC, with average spending per shopper projected to increase 2.7%, driven in part by younger consumers planning to increase their budgets. Beneath the surface, however, the outlook is less robust. After accounting for inflation, sales volumes are likely to be flat or slightly negative, as most shoppers expect to spend the same amount as last year, and higher prices shape behavior. Tepid consumer confidence and rising living costs are pushing households to manage spending more carefully, a dynamic likely to carry over into 2026 and increase pressure on retailers to deliver clear value.

Marc Cuban Cost Plus Drug online pharmacy founder Mark Cuban wants the Trump administration to waive generic drug regulatory approval fees, the entrepreneur told Reuters. Cuban’s push into US manufacturing could help lower prices for some high-cost generic drugs by adding competition where little currently exists.

33% of US restaurant diners discover promotions via email/newsletters and 32% via social media, according to a September 2025 survey from YouGov.

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.

Cigna will eliminate prescription drug rebates for many of its commercial health plans and instead offer discounts directly to consumers beginning in 2027. Cigna’s decision marks a big shift in the way prescription drugs are priced and paid for, and could pressure CVS and UnitedHealth to follow. Patients are beginning to see some lower drug prices online and at the pharmacy counter, but they’re also facing more complexity and responsibility. Healthcare and pharma marketers need to engage these more empowered and potentially overwhelmed consumers with clear, actionable communications.

Gen X and millennial women are a key force in the personal care and beauty market. They’re outpacing overall market averages across several core product categories, underscoring their importance for brand growth and retailer strategy.

Gen Zers are avid personal care and beauty shoppers, and their habits often diverge from those of older consumers. While they shop in-store as much as non-Gen Zers, they're more likely to turn to digital channels for research and purchases. This report contrasts Gen Z behaviors with those of non-Gen Z shoppers across the personal care and beauty landscape.

Seven of the 10 top affiliate publisher types increased coupon use in H1 2025, led by email where 50.1% of sales included a coupon, according to data provided to EMARKETER by Awin.

Our exclusive data explores how social commerce and AI are reshaping the beauty path to purchase for US consumers.

Our inaugural Pulse of the Consumer: Personal Care and Beauty Survey explores how US shoppers discover, research, and purchase products across channels.

The finding: Interest in electric vehicles (EVs) has ticked up in the past year, per Deloitte’s June 2025 ConsumerSignals report. Globally, 44% of consumers said they would prefer an EV for their next vehicle, compared to 39% one year ago. In the US, 37% of consumers want an EV, up from 34% in June 2024. The rise in EV demand marks a fundamental shift in the risk landscape. Insurers can no longer afford to underwrite EVs as they would a regular car and adjust premiums reactively. Instead, they must move to a proactive model. This will include incentivizing safe driving, and educating consumers about their vehicles and how to keep premium prices as low as possible. Next, insurers should consider acquiring cybersecurity insurance, investing in human-centric security, and implementing advanced security technologies.

Though TikTok Shop faces the dual challenges of economic instability and a tenuous presence on US app stores, marketers are still taking advantage of its positioning as both a social platform and ecommerce engine.