Given the economic climate, value will remain top-of-mind for most consumers through this year. And retailers can tailor loyalty programs and other promotions to answer some economic challenges caused by tariffs and rising prices.

Trump’s tariff era hits retail unevenly as higher-income shoppers continue spending, but lower-income households feel the squeeze.

The continued economic turmoil means that retailers will face a fork in the road in 2026, according to marketing experts. While luxury shoppers remain a strong segment, many consumers will insist on affordability, and retailers will have to wrestle with this gap.

Amazon is pushing suppliers to cut prices amid lower China duties and questions over tariffs’ legality

Retailers face an uphill battle when it comes to loyalty and enticing repeat customers in 2026. Customers challenged by high prices are searching for the best deals wherever they can find them. And compared with practical considerations like convenience and customer satisfaction, brand love isn’t as effective in influencing customers as some marketers think.

Even if tariffs ease, their effects on consumer behavior will linger into 2026, redefining how consumers evaluate value, loyalty, and where they spend.

Asia-Pacific ad growth will remain steady in 2026 as momentum shifts to digital, retail media, and CTV. Rising demand for premium video contrasts with uneven expansion across fast-growing and mature markets.

News about delayed tariffs, activist pressure on retailers, and a failed JC Penney deal closed out 2025.

In a year marked by platform volatility, AI acceleration, tariff shocks, and shifting consumer behavior, marketers searched for clarity across EMARKETER’s most-read topics. The top 10 themes reflect where advertiser attention truly moved in 2025. These trends captured the forces reshaping performance, discovery, and measurement: AI-driven optimization, creator-centric social ecosystems, commerce-led advertising, and CTV’s rise as the new premium video default. Together, they tell the story of a market recalibrating around efficiency, accountability, and cultural relevance as marketers prepared their 2026 strategies.

In 2025, retail media found itself at a turning point as networks, advertisers, and platforms pushed into new territory and redefined what the channel could be. Here are five of our top stories from the year, from the challenges of tracking CTV campaigns to the evolving competitive landscape shaped by Amazon, Walmart, and a wave of innovative smaller networks.

Pharma companies see pricing concessions as the lesser of two evils, as the price cuts grant exemption from Trump’s tariffs on US drug imports.

Store brands grew 3.7% while national brands lagged at 1.1%, widening the value gap for inflation-hit shoppers.

Retailers with a well-defined identity delivered strong growth in 2025.

2025 challenged many of retail’s long-held assumptions. What looked like familiar patterns often turned out to be something different entirely, and in the process, a few key trends were either missed or misread by brands trying to make sense of shifting shopper behavior. Here are three trends from 2025 that were either overlooked or misunderstood, and why they will matter in the year ahead.

Social networks will claim close to 32% of US digital ad spending in 2026, as powerful AI systems and improved video monetization help push social past a plateau in time spent among US consumers.

Amazon's recent business moves, examining corporate layoffs, AI-powered shopping features, and new smart glasses technology for delivery workers paint an interesting view of its immediate future and what it could mean for consumers.

Grocery prices continue to climb amid low crop yields, geopolitical shocks, supply-chain issues, and new tariffs, leaving middle- and low-income consumers struggling as wages lag inflation. Student loan borrowers are feeling particular strain, with many reporting difficulty affording basic necessities. President Trump has responded with executive orders exempting some foods from tariffs and directing investigations into potential foreign price-fixing, though these steps are unlikely to offer quick relief. With nearly half of Americans saying the cost of living is the worst they can remember and holiday spending plans dropping sharply, consumers remain cautious heading into next year.

LinkedIn released a report on the trends shaping small businesses in 2026, proving that technology, trust, and relationship building will be the pillars of success for small businesses in the years ahead. Despite the unique roadblocks small businesses face amid current macroeconomic conditions, success is possible for those who stay on top of emerging technologies, invest in their digital presence, and build professional relationships.

A slate of retailers boosted their outlooks following strong Q3 performances, a positive sign as the industry heads into the most important shopping period of the year. Best Buy, Dick's Sporting Goods, Abercrombie & Fitch, and Kohl's all updated their FY sales guidance, pointing to ongoing consumer resilience despite growing pessimism about the state of the economy and personal finances. The outlook for holiday spending is notably stronger than it appeared earlier this year: We expect sales in November and December to rise 3.6% YoY, slower than last year’s 4.4% growth but a significant upgrade from our May forecast.