How America Shops

Help Millennials With Inflation and Bond Long-Term

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Struggling Millennials collage banner
Millennials are the single largest shopping group to find themselves struggling due to high prices – nearly half tell us they find it hard to both pay the essential bills and buy more than the basics. Our research reveals unique characteristics of this age group that present four opportunities for improved loyalty and sales. Millennial ... Read more

Choosing the Right Wellness Products Is Exhausting

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Complicated wellness products collage banner
Retailers and brands have responded enthusiastically to the shoppers’ preference for more wellness in their everyday products, with healthier options in food, personal care, beauty and health categories. But when the aisles deliver overwhelming choices, often with competing wellness promises on every shelf, has it become too much of a good thing? We have four ... Read more

Meet the Struggling Shopper – It’s Not Who You Expect

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Collage of young people struggling while online shopping banner
Nearly two-fifths of adult shoppers are having trouble buying the basics while covering their bills, our latest shopper research shows. This may be expected, due to a price crisis, but what we didn’t expect was the broad scope of their demographics. Retailers and brands, meet what may be the greatest challenge of 2022: The Struggling ... Read more

You Want to Follow the Shopper Into 2022? Here Are Four Paths

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Paths to follow shoppers into 2022 collage
As 2021 passed the baton to 2022, we at WSL reflected on all the behaviors being passed along as well, and the directions these unfolding paths to purchase will take in 2022. Then we combed through our How America Shops® research and narrowed these paths down to four practices that we deem as Retail Safari® ... Read more

The Clock is Ticking on Livestreaming and D2C. Are You In?

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Young woman live steaming makeup products on social media banner
How America Shops® surveys of thousands of shoppers and our most recent study reveal nearly half of young consumers have already purchased directly from a brand. We dug deeper into the implications of direct-to-consumer trips, including livestreaming, and discovered a territory rich in retail opportunities. We share examples, here. The Newest Channel in Retail is ... Read more

The Human Store: How Hy-Vee, Nordstrom, Victoria’s Secret and Camp Do it

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Adults and their kids exploring colorful, interactive store exhibit banner
Among the reinvented retail formats we have seen that meet post-pandemic shopper expectations, few resonate as deeply as the efforts by some retailers and brands to create authentic, human experiences. What does this mean? From our recent Future Shop® podcast, WSL leaders explain what makes a “human store,” with boots-on-the-ground, Retail Safari® examples.  Your Store ... Read more

Powerful Partnerships: What Makes Retail Alliances Work

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Split collage of Target and Ulta stores with center image of Ulta products at Target - banner
More big retailers are exploring alliances, with the anticipation that doubling up will double the cachet, more than double the size of the shopper basket – and create a second reason to come into the store. WSL sent its Retail Safari® scouts out to see what works and does not toward this bigger-basket goal, and ... Read more

20 New Shopper Trends Retailers Should Know for 2021

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As we look forward to a 2021 full of hope, we decided to look back on what shoppers have taught us this year, which is what retailers and brands will need to deliver next. Here are 20 of the most significant findings from WSL’s 2020 archives. Determination. In the WSL Dictionary of Retail and Shopper ... Read more

WSL’s Retail Caring Scores: What Matters to Shoppers?

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WSL asked shoppers to rate retailers based on measures that show how much they CARE about their customers in the midst of the pandemic. The results: Being cared for means keeping shoppers WELL, not just with sanitizers and masks, but encouraging the purchase of healthier choices and creating happy, low-stress experiences. When it Comes to ... Read more

It’s a 2020 COVID Christmas, Are People Feeling the Spirit of Giving Gifts?

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We know the Internet will win a bigger share of holiday shopping, but at WSL we turned our attention to whether the spirit of making lists and giving gifts is thriving -- or not. Financially Speaking 2/3 of the US shoppers are feeling financially secure or even optimistic, creating a large pool of shoppers with ... Read more
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