Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they “often” or “always” accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 EMARKETER survey.

When vice president Kamala Harris launched her presidential campaign in late July, she needed to quickly make a splash with voters. Social media, and TikTok in particular, was the ideal platform. “It's on TikTok where Kamala is really shining,” said our analyst Jasmine Enberg on a recent edition of the Behind the Numbers podcast. Here are three things to consider about Harris’s social media and campaign strategy.

As ecommerce grows in back-to-school shopping (34.9% of total back-to school sales this year versus 33.5% in 2023), content creators are playing a pivotal role in how consumers find school supplies. This shift is driven by younger parents buying classroom supplies for K-12 children and college students outfitting their dorm rooms. Both groups favor online shopping for its convenience and the ability to compare prices, our analyst Sarah Marzano said in a recent edition of our “Behind the Numbers: Reimagining Retail” podcast.

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.

Urban Outfitters and Pacsun are tapping into Pinterest and in-person experiences to get students and families shopping, while Meijer, Walmart, and Target are focused on value. Those are just a few brands that made our Unofficial Most Interesting Retailers List, Back-to-School Edition, for July 2024.

An evolved form of omnichannel retail, adaptive retail tailors shopping experiences to meet the specific wants and needs of each customer by offering convenience, personalization, and a seamless shopping experience no matter how they choose to shop.

This year, we’re in a Brat girl summer. The lime green trend used by Vice President Kamala Harris’s campaign joins a handful of other trends going viral this summer. Marketers may be too late to capitalize with their own content, but there are still important takeaways from these TikTok trends that advertisers can apply long after the trends become outdated.

Retailers must continually test and adapt their strategies to find what resonates with consumers ahead of the holidays. An extended holiday season requires a dynamic approach to promotions, while brands aiming to reach Gen Z should use creators and video ads. Here are three pieces of advice on a successful holiday ad campaign from Meta and two of its advertising partners, ​​Ogee Beauty and AS Beauty.

Last week, YouTube reported that ad revenues were up 13% YoY to $8.7 billion and connected TV (CTV) views grew 130%, demonstrating the platform’s massive potential for advertisers. Between Shorts, YouTube’s flagship short videos that competes with TikTok and Instagram Reels, and its foray into CTV, YouTube is central to digital advertising. Here are five charts demonstrating just how big YouTube’s reach is.

Younger generations are social first; older generations begin in a web browser.

Aging customer base may pose a threat to smaller financial institutions.

The company is setting itself up for long-term growth, but the looming threat of the swipe fee battle remains

Social commerce is the fastest-growing US retail channel, and retailers will need to offer a seamless payment experience to maximize the opportunity. Understanding payment preferences will be key to ensuring conversion at checkout.

Loyalty programs are back in the spotlight in Western Europe as consumers seek savings and brands look to boost revenues and gather first-party data.

Entertaining social media content isn’t just good for brand lift, it drives conversions, said Kate Kenner Archibald, CMO for social media marketing company Dash Hudson.

Just because consumers are concerned with cost doesn’t mean they aren’t spending. Today’s path to purchase is less linear, influenced by deal-seeking, social media, and payment options. Here are five key stats on how consumer buying behavior is shifting.

Influencer marketing is often associated with Gen Z and millennials, and for good reason. Nearly half of both generations are more likely to trust an ad featuring an influencer they trust, according to June 2024 data from Captiv8. But 79.8% of US Gen Xers and 53.9% of US baby boomers will use social media this year, per our May 2024 forecast. To ensure marketers seize the untapped potential for reaching these generations, we’ve compiled a generation-by-generation breakdown on how and where to reach them.

While many adults are still leery about AI, for young people it’s simply part of their everyday lives. The tech is instinctive to the younger generations, but they need education and guidance. Plus, kids might be more tuned in to AI’s risks than their older counterparts, and nicer when using it. Here’s what you need to know about the generation growing up powered by AI.

Retail marketers should focus on brand marketing to combat consumers’ desire for value. That was the main theme from General Mills, Nike, Levi’s, and more brands’ recent earning calls. Oh, and if you can get Beyonce to name a song after your brand, even better.

Marketplaces will continue to expand their share of US retail ecommerce as new players with roots in China vie for prominence.