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.

Advertising industry, public relations, and related services employment decreased by 800 jobs in September, per delayed data from the Bureau of Labor Statistics. The decline underscores mounting pressures across the ad sector. As industry employment declines, ad professionals need to focus on skill development, adaptability, and networking.

TJX is confident its value proposition will resonate with shoppers this holiday season. Q4 is already “off to a strong start,” CEO Ernie Herrman said, following a better-than-expected Q3. As TJX and other retailers have repeatedly pointed out this year, off-price is one of the few retail sectors that thrives in times of uncertainty. Few retailers can compete with TJX’s value proposition—particularly its range of good-better-best merchandise, which appeals to shoppers of all budgets—and its treasure hunt experience. TJX’s continued momentum shows that retailers that can offer a compelling combination of value and fun stand to outperform this holiday season.

Cracks are beginning to appear in the previously resilient beauty category. Coty, e.l.f. Beauty, and L'Oréal all delivered quarterly performances below expectations as US demand softened. Beauty companies must ride out a number of headwinds, including tariffs, growing price sensitivities, changing category preferences, and a shift in where consumers choose to do their beauty shopping. Keeping ahead of those pressures will require flexibility, and an embrace of ecommerce platforms like Amazon and TikTok Shop.

One-third of US adults say prices are noticeably higher on certain products due to tariffs or shipping/import changes, according to a July survey from Omnisend and Cint.

Google parent Alphabet reported strong Q3 earnings on Wednesday, with revenues growing 16% YoY to $102.35 billion, while Google Search & other, YouTube Ads, and Google subscriptions, platforms, and devices all saw double-digit growth. But Google simultaneously experienced a notable loss in an ongoing antitrust case that could carry implications for the future of search advertising. Google will remain a cornerstone of successful ad strategies, at least in the short-term.

Spanish-language media company TelevisaUnivision reported a rocky Q3, with notable downturns in net income, ad revenues, and overall revenues. TelevisaUnivsion and ViX still offer a compelling value proposition for brands seeking smaller, but influential Spanish-language audiences.

Hasbro and Mattel enter the 2025 holiday season on divergent paths after contrasting Q3 results. Hasbro outperformed expectations and raised its outlook, fueled by strong growth in its Wizards of the Coast and digital gaming divisions, while Mattel missed estimates and kept guidance steady amid cautious retailer orders and tariff pressures. Despite broader industry growth, slowing consumer demand and higher costs pose headwinds. With Hasbro’s diversified mix offering resilience if toy sales weaken, Mattel’s reliance on traditional toys could make it more vulnerable to price-sensitive shoppers this holiday season.

The Omnicom-IPG merger is expected to close in November, according to Omnicom CEO John Wren in the company’s Q3 earnings release, which showed organic revenue growth of 2.6% YoY. The merger seems to have crossed its last hurdle—and the new Omnicom-IPG entity stands to benefit marketers in many ways, though brands must keep some considerations in mind.

Tariffs, inflation, and cost pressures are forcing CPG advertisers to tighten budgets and focus on ROI. As traditional media fades, digital—especially social—continues to capture more share despite slower overall growth.

Retail ecommerce sales in Latin America will sustain double-digit growth this year, but momentum will remain uneven across major markets amid mounting geopolitical tensions.

JPMorgan Chase, Wells Fargo, and Citigroup posted solid Q3 2025 earnings but reiterated warnings about Trump’s economic policies. So far, major issuers’ earnings do not telegraph major warning signs about the state of the US consumer, but CEOs like Jamie Dimon are still preparing for “a wide range of scenarios” in the face of stewing geopolitical unrest, possible sticky inflation, increased asset prices, and tariff and trade uncertainty. With worsening economic conditions possibly on the horizon, issuers should consider allocating marketing dollars to promote their popular card-linked installment plans. This could help issuers avoid losing spend as consumers trade down to the debit cards or switching to BNPL providers.

Holding company Publicis Groupe reported a strong Q3 2025, growing organic net revenues 5.7% YoY, above analyst growth expectations of 5.19%. The company now expects 2025 revenues to grow between 5% to 5.5%, up from its previous forecast of 4% to 5%. Publicis’ heavy AI push and performance-driven strategy means it is well-positioned to continue growing while rival agencies struggle to remain competitive amid economic turbulence.