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Retail Reveal: 2024 Retail Trends and Concerns

Large or small, retail operations must stay in advance of industry traits to live to tell the tale. And 2023 changed into a massive year in retail trends, one which noticed e-commerce continue its constant upward thrust and lots of huge-name brick-and-mortar establishments warfare.

Major manufacturers like Rite Aid and Nordstrom—staples of the retail area as we comprehend it—have had an more and more tough move of it within the current retail weather. In fact, Rite Aid was considered one of four,553 stores to have claimed Chapter 11 financial disaster as of October 2023. Countless more retail giants have closed stores or laid off employees in huge numbers.


This environment of worry and uncertainty is displaying up on both the customer and retail operator side of things. Retailers like CVS are coping with rows of empty shelves due to supply chain difficulties. On the flip side, more retail clients are selecting accepted merchandise over call-brand gadgets or resorting to shoplifting if all else fails.

These are only a handful of the urgent troubles on shops’ minds in 2024. They’re also focused on adapting to modifications in how clients eat commercials, growing sustainability initiatives, and navigating the ever-evolving role of AI in retail.


NP Digital wanted to get a experience of where the industry is headed in 2024, so we went straight to the source—industry experts. We requested them approximately the key developments and trends they see shaping retail inside the yr in advance. We wish their precise insights let you create winning strategies in 2024 (and past). To percentage those insights with your crew, be sure to download a duplicate of the report as properly.

Table of Contents
Data Methodology
Key Points
The Retail Landscape: E-Commerce, Brick-and-Mortar, or Both?
How Retailers Are Adapting to the Economy
The New Face of Retail Marketing in 2024
AI In Retail In 2024: Where Is It Going?
Insights for Digital Marketers on Retailer Trends
Our Data Methodology
To acquire this data, NP Digital surveyed 1,000 retail professionals across the U.S. Each survey player fell into one of three classes:


Retail manager
Retail owner
Retail employees worried in advertising and marketing or advertising
Our aim is to expose insights into how these professionals view the overall retail tendencies, precise demanding situations, and their motion plans to fight the modern obstacles and capture upcoming opportunities.

Our pool of members spans a number industries, and the breakdown looks as if this:


Electronics or home equipment – 18%
Superstore (e.G., Target, Walmart) – 17.Five%
Clothing and shoes – 16.2%
Food – 12.7%
Home décor and textiles – 11.3%
Books, song, gifts, and knickknacks – 7.6%
Jewelry – 5.8%
Drug store (e.G., CVS, Walgreens) – 5.6%
Gaming – five.Three%

Key Points
Over 50% of brick-and-mortar shops surveyed see theft as a primary concern in 2024.
Almost half of (forty eight%) of shops are seeing brick-and-mortar rent increases cut into their profitability.
More than 75% of retailers are examining ways to overcome staffing demanding situations in the new 12 months.
35% of outlets from our survey see strengthening brand loyalty as a triumphing method in 2024.
Fifty one.9% of retailers are considering a shift to shared retail area to reinforce a experience of network and enjoy the benefits of cohabiting a space with extra mounted businesses.
Over 1/2 (52.6%) of respondents plan on leveraging AI to make product guidelines for their clients.

The Retail Landscape: E-Commerce, Brick-and-Mortar, or Both?
Among the maximum obtrusive retail traits in latest years has been the shift from brick-and-mortar to online fashions. E-commerce has created a pathway for brand spanking new manufacturers and small agencies to flourish, whilst companies that had been unable or slow to include the digital purchasing version have struggled.


Our survey records suggests just how much the retail panorama has shifted in a digital path, with 53.7% of members running a simply e-trade model and 32% taking a hybrid method.


Companies reluctant to embody this shift were hit the toughest. Bed Bath & Beyond is a top example. One of Bed Bath & Beyond’s primary challenges changed into its reliance on paper “snail mail” advertising and promotions. The organisation’s use of paper coupons became a genius method for brief-time period profits but didn’t do much for developing brand loyalty—specifically within the digital age.

Those dated advertising and marketing efforts and preferred problems in adopting the digital income funnel (and its evolution into omnichannel advertising) were important factors the business has needed to work to overcome.


Bed Bath & Beyond serves as a cautionary story to outlets. Adapting to the digital landscape is essential to ensure their survival.

Retail Theft: How Is It Impacting Brick-and-Mortar?
Let’s take a better observe stores’ tension over the rise in theft, which is projected to fee stores as a lot as $one hundred forty billion in revenue in the coming years.

According to our internal survey effects, only 9.9% of contributors expressed “no concern at all” approximately robbery. Over 50% of brick-and-mortar shops say they’re involved, with 20% being in clothing or footwear and 19% running in superstores.

An instance here is Target, where robbery is escalating to remarkable tiers. The retail superstore is about to shut nine stores, citing safety concerns and retail robbery because the reasons.


But Target isn’t the simplest sufferer of this growing retail enterprise fashion. In downtown San Francisco, agencies like Nordstrom’s, Saks Off fifth, and Anthropologie have also been the target of shoplifting incidents. The most latest corporation to enroll in this list inside the neighborhood place is Old Navy.

Old Navy was these days hit with a spree of 22 shoplifting incidents over a -day length. As a result, the commercial enterprise chose no longer to resume its hire on a seventy two,000-rectangular-foot location in downtown San Francisco.

It’s no marvel that large large field shops—with extra ground to cowl and comparatively much less workforce to cowl it—warfare with retail robbery. But what about small to medium-sized groups?


Recent facts suggests that eighty five% of small corporations document being the victim of robbery as a minimum as soon as in line with yr. This is one of the many reasons it’s becoming less difficult to run an e-commerce or hybrid business profitably than a brick-and-mortar.

Are Rent Prices Driving Brick-And-Mortar Away?
More than 70% of our survey respondents stated they saw an growth of their brick-and-mortar rent over the past year. On top of that, 48% of respondents said those rent increases are hurting their profits.


Although rents are growing, simply as many organizations are selecting to stay open as the ones deciding on to shut their doorways. According to our survey facts, 41.7% will live open, even as 37.8% of retail organizations are selecting to close their doorways.

A closer examination of our statistics suggests that split isn’t so even. Of our 48% of participants who say rent is hurting their earnings, two-thirds are thinking about ultimate their brick-and-mortar storefront. This is regardless of the reality nearly 30% of those retailers say they get a amazing deal on hire.


Some retail operations are considering shared retail space to avoid ultimate their doorways. About 56% of our survey members are thinking of sharing a bodily area with every other shop. More on this later.


Ultimately, a “good buy” or declining rental charges may not be sufficient to maintain physical retail places open. Persistent troubles like customers’ growing preference for digital buying and the latest upward push of robbery may additionally make it difficult for retail agencies to live open irrespective of condo costs within the near destiny.


Staffing Problems in Retail
As if handling rental challenges weren’t enough, a brilliant range of retail organizations are also handling staffing issues. Over three-quarters (77.6%) of retail professionals range from extremely to extremely worried about staffing. Nearly a third of those businesses (30%) have hassle hiring, and 29% flat-out say they’re short-staffed.

What’s compounding the staffing issues is the fact that 19% of retail operations can’t fill open roles. Those feeling this maximum are superstores like Walmart and Target. Superstores accounted for 25% of the companies with troubles filling open roles, whilst electronics and appliance agencies represented every other 20%.

One of the predominant demanding situations here is a disconnect between on-the-ground managers and higher-level corporate management. Over half (fifty one.7%) of store managers have concerns about staffing, at the same time as best 37.5% of proprietors express the equal sentiments.


The correct information is that these staffing shortages aren’t insurmountable. The bad information is that retail operations want proprietors to enhance conversation and get on the equal page as ground-level store managers to make any sort of development. It might be a sluggish procedure, however improvement is possible.


Opportunity: Shared Physical Spaces
Companies sharing physical retail area is a number of the recent traits in retail round sustainability. Real-global examples is probably a Starbucks or Ulta inside a Target or a co-op of multiple vegan groups operating out of a shared vicinity.

Shared retail area has numerous benefits, which includes reduced utility expenses and rent charges. These blessings have driven boom in shared retail setups. In fact, fifty three.6% of our survey contributors with some shape of brick-and-mortar presence already operate from a shared retail area or are presently pursuing one. Superstores, electronics/equipment shops, and apparel/shoe retailers are the frontrunners in embracing shared setups.

For superstores, this fashion may be less approximately sheer survival and greater about supplying the pleasant patron enjoy and maximizing logo loyalty. The longer you may hold clients on your shop, and the greater in their desires you may meet in one physical vicinity, the longer they’ll live and the higher their lifetime value turns into.


Interestingly, the companies maximum interested in this setup are people with a hybrid brick-and-mortar and e-commerce presence. Over half (53.Nine%) of the solely brick-and-mortar organizations in our survey said they wouldn’t need to pursue this version, probably due to the fact it might be a logistical battle.

How Retailers Are Adapting to the Economy
Retailers should live in advance of the curve and be aware about emerging developments extra than other enterprise sectors. A shift to online and social media shopping and AI’s impact on how people browse the net is starting to notably reshape retail.


Here are some regions we see shops that specialize in in 2024—based on our survey statistics.

Brand Loyalty: Why Retailers Are Focusing on It
An emerging retail fashion that’s certain to persist in 2024 is a focal point on strengthening emblem loyalty. Over 35% of the stores from our survey say that is a priority shifting forward.

This fashion is even greater obvious in agencies with woman management. According to survey facts, forty% of women respondents feel brand loyalty is a pinnacle precedence, as opposed to 34% of fellows. As the variety of girls in management roles grows, this can mean a shift closer to commercial enterprise priorities that have traditionally been underserved.

With issues like labor shortages, supply chain issues, and inflation affecting organizations worldwide, why cognizance on something like brand loyalty? The short solution is that it’s lots less complicated to control for business proprietors. Retail organizations might also trust that strengthening customers’ connection to their brand can offset the destructive results of other market developments.

How do organizations plan to build emblem loyalty? Well, our survey found out numerous strategies business plan to install, inclusive of:

43% are going to use testimonials/content from actual purchasers of their ads
forty% plan to offer TikTok store coupons
55% are going to apply AI to personalize product recommendations to their clients in 2024
52% are planning on doing network branding occasions
36% are implementing subscription field services
65% currently have or are thinking about a shared retail space version
Of this 65%, forty four% are doing it as a way to reinforce a sense of community

Building Retail Community
Most retail manufacturers experience that brand loyalty and a sense of network cross hand in hand. Among the shops we surveyed, 37.8% say network activities like pop-up stores or live shows are pillars of their emblem loyalty method. Of that nearly 40%, fifty one.Four% say strengthening logo loyalty is their maximum precedence in 2024.


Roughly the identical percentage (fifty one.9%) are thinking about a shift to a shared retail space to foster network and experience the intangible advantages of operating along other professional businesses.

Businesses say company responsibility also factors into this approach. Almost eighty% (78.4%, to be genuine) of our survey individuals keep in mind a shared retail space a giant soar in their sustainability efforts.


Retailers Are Experimenting
One silver lining we see from these retail developments is that shops show no worry of experimenting within the face of monetary challenges. About half of of these we polled plan to paintings with influencers to co-brand products as a way to generate income and strength via those financial struggles.


This is a new, growing trend inside the influencer economy, in which modern-day celebrities are not simplest marketing merchandise however partnering with manufacturers to co-create them. Some examples encompass Mikalya and e.L.F. And Kim Kardashian and Boohoo.

The co-branding retail fashion reaches a ways beyond those two mainstream partnerships. Within our survey, we see that 19.6% of electronics or appliance businesses are exploring co-branding possibilities. Superstores are the subsequent largest zone to head this path, coming in at 18.8%. The third biggest group taking co-branding experimentation into 2024 is apparel and shoe businesses, at 17.6%.


It ought to come as no marvel that many e-trade brands will retain to depend closely on co-branding within the new year. What’s extra stunning, but, is that retail industry sectors like home décor (11.Eight%), food (eight%), and jewellery (five.Nine%) aren’t without a doubt investing lots in co-branding in any respect.

Social Commerce
Social trade is a swiftly growing retail trend that ought to be on retailers’ radar. It includes promoting to clients at once thru social media structures.

The most incredible fact we discover from our survey is that zero% of manufacturers are not the use of social commerce. Every store in our poll is leveraging social media to build their brand and convert publish-viewers into sales. Of those manufacturers, 91.Four% are generating revenue and customers from their social trade efforts. Almost two-thirds (64.Three%) claim their social efforts are very valuable or helpful to their success.


A closer examine the entrepreneurs or advertisers who took our survey suggests the significance of social trade. A 1/3 of our advertising and advertising respondents placed social commerce efforts as a excessive precedence for their crew, even above brand loyalty.

Marketers virtually recognize the cost of social commerce. And every person not the use of it of their enterprise is lagging.

Sustainability Initiatives
Much like social commerce and emblem loyalty, sustainability is every other top precedence of the retailers in our survey. Almost forty% (38%) are making sustainability a first-rate priority, and 28% have it as a top priority for 2024. Less than 10% said that they wouldn’t make it a priority inside the coming yr.


The largest segments of our survey focusing on sustainability are superstores (19.5%), Electronics stores (19.4%), and garb or shoe shops (sixteen.3%). These stores view shared area as a way to similarly their sustainability efforts with the aid of reducing operating charges and environmental footprints.


The New Face of Retail Marketing in 2024
Current advertising budgets are a story of two extremes. Most organizations are running with budgets of greater than $two hundred,000 or less than $20,000. There isn’t a great deal center ground.

Our survey exposed that electronics had the highest price range of the less-than-$20,000 group. Their advert spend came in at 21.Three% of costs. Over half of of that goes closer to e-trade advertising.

One promising retail trend we see in businesses with decrease marketing budgets is they nonetheless plan to amplify their experimentation in 2024. Just over forty% of the low-budget organization plans to try systems they’ve by no means marketed with earlier than.

This can be because the stakes are lower with budgets of less than $20,000. Since advertising and marketing fees are lower in this finances range, retailers are extra open to attempting special techniques. Additionally, 58.Four% of this smaller budget institution are considering reducing the charges in their offerings to help advertising efforts.

The over-$2 hundred,000 organization behaves a bit differently. Naturally, superstores are the largest part of this organization. Many of them (forty five.2%) are involved with recruiting quality talent. Somewhat quite, even extra individuals of this institution (64.3%) are taking into consideration slicing charges on their products.

The normal trend shows that superstores, with their larger budgets, can spend extra cash on large-scale brand cognizance advertising and marketing aimed toward a much large target market.


Conversely, the smaller companies attention on finding their niche, going for walks greater focused campaigns, and experimenting with distinct strategies. Regardless of strategy, all brands appear to sense the squeeze of the economic climate and plan to alter prices consequently.

How Retailers Plan for Q4 and What Is Changing
Q4 is an vital time for retail businesses. The vacation season—when the arena does maximum of its shopping—makes up the majority of Q4. Retailers in all sectors need to have their promotions, pricing, and making plans so as as soon as feasible.

For that cause, maximum savvy retail operations (43.8%) start Q4 making plans midyear. Almost a quarter of respondents (24%) stated they start making plans for the following 12 months right after the present day one ends.

Based at the data, maximum retailers in our survey seem sad with their modern Q4 planning timeline. And 27.Five% of businesses surveyed admitted to being ultimate-minute planners.


The majority of businesses surveyed desired to maintain their advertising and marketing price range the same in 2024. They might be reluctant to make large shifts in spending in the contemporary economic system, or they will now not have the wiggle room of their price range to adjust a good deal.

Either manner, the overarching retail fashion factors to fairly stagnant budgeting entering the new yr.

AI In Retail In 2024: Where Is It Going?
AI has taken the world on a wild route. From growing advertising and marketing calendars to absolutely launching cellular apps, manufacturing teams from all corners of contemporary business have located methods to leverage AI automation to improve their output. The launch and evolution of AI chatbots have turned many industries on their heads.


Retail corporations can discover AI from some of angles. Right now, maximum are the usage of it for product hints (almost fifty three%), according to our records. But AI can be used to generate marketing creative on structures like Midjourney and ChatGPT.

In a 2023 NP Digital survey on AI in virtual advertising, entrepreneurs stated they felt maximum comfortable the use of AI within the following areas:

Creating partial content
Assisting with studies
Assisting with outlines
Editing assistance
Schema advent
As technology advances, this list will most effective grow—both inside the retail advertising area and beyond.

But not all retail groups are speeding to embody the brand new era. Our survey outcomes display that 20.6% of retailers are not making plans to apply AI, suggesting there’s nonetheless a few anti-AI sentiment within the enterprise. That sentiment more than doubles (42.7%) while we zoom out to totally brick-and-mortar organizations.


As AI platforms become greater superior, outlets can rely on them increasingly to streamline workflows. Whether it’s creating marketing schedules, arising with new ad reproduction, or generating new ad innovative, we can also begin to see AI used extra frequently with the aid of shops across the board.


Insights for Digital Marketers on Retailer Trends
If you’re feeling monetary tension, you’re now not by myself. Most retailers are concerned approximately such things as staffing woes and inflation, impacting their potential to run their companies. Brick-and-mortar groups are also heavily wondering the price of maintaining their operations as is. The exceptions are industries like food and beverage that might not have a clean e-trade pathway yet.

So, what can shops do to stay in advance of these troubles? This is wherein our statistics pointed us:

Prioritize what you could control. Building emblem loyalty and community, in their minds, creates a purchaser base that may climate storms—both monetary and otherwise.
Embrace era and innovation. Necessity is the mother of invention, with many outlets taking their advertising plans into new places (AI-generated innovative, co-branded merchandise with influencers) to try and attract or hold customers. Things like AI, social trade, and sustainability, once seen as fads, are a bigger a part of the cloth of society than we at the start thought. Retailers might be clever to aspect all of them into destiny marketing plans.
Sustainability subjects. Eco-aware purchasers are turning to shops that replicate their values around sustainability. Promoting sustainable practices—like occupying shared spaces—can resonate with today’s buyers.
Experiment with emerging tech. New technology like AI provide opportunities to get beforehand of retail tendencies or enhance client attain and engagement in novel approaches. Retailers need to live on pinnacle of tech tendencies and recall strategic experiments.
Lean into influencer collaborations. Partnering with relevant influencers on social media or in-save activities can assist retailers attain new audiences. Authentic co-created content material tends to carry out well.
A lot of latest retail trends and concerns are driving the cutting-edge selections a few organizations are making. Here are a number of the key items to keep in mind:


Fear is a prime motivator for retailers proper now, particularly within the brick-and-mortar segment, where lease expenses and retail robbery are causing monetary constraints.
With the financial system uncertain, plenty of outlets are looking to try to build long-term, loyal customers via reinforcing their manufacturers.
Retailers are being progressive to attempt to manipulate the united statesand downs of the marketplace, turning to new generation like AI as well as new commercial enterprise practices like shared areas and partnerships with influencers.
While this isn’t the fine region to perform your enterprise from, all wish isn’t misplaced.

Marketers can assist shops get out in the front of these trends and give their organizations the great risk to be triumphant. They can directly help construct retail advertising campaigns or in a roundabout way guide shops in addressing those fears and trends with their messaging. The mentality of supporting, now not selling, is prime for entrepreneurs to build relationships with stores in ned.


Here are a number of the important thing items wherein marketers can contribute to helping control these fears:

Build marketing campaign ideas around sustainability, protection, and dedication to social issues. These thoughts are on plenty of retail clients’ minds, and outlets themselves have taken be aware. Start taking into account marketing campaign thoughts that can help stores display they care about the reasons their customers do.
Be equipped to innovate your local search engine marketing/advertising applications. Retailers currently paired in a shared area with some other store may want to pool collectively their advertising and marketing budgets. Start thinking about methods that you may carrier a couple of agencies within the same place.
Be geared up to reply questions about AI. Most retailers are already experimenting with it in a few form or form, so that you should be capable of talk how you could use it to their advantage in the advertising global.
Get your logo-primarily based case studies prepared. In an uncertain financial landscape, stores are seeking to brand loyalty to hold them thru. If marketers can display that they assist customers in key regions like engagement and emblem-associated traffic, this will help win commercial enterprise from retail clients.
While there can be uncertainty inside the marketplace, outlets can placed themselves inside the best role by using being proactive and the use of the right assets. Explore emerging era like AI and work with marketers who’ve enjoy for your precise retail niche.


You might be amazed by means of where your business can go with the aid of embracing each.

What do you believe you studied may be the most important retail developments of 2024?

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