Retail is a tough sell in the US right now as the cost-of-living crisis continues to bite, with the price of essentials like groceries and utilities still rising. According to analysts, we’re expecting “the highest long-term inflation expectation rate since 1995”.

Data from The Harris Poll shows that nearly two-thirds (61%) of US consumers say they’ve seen their grocery costs rise, and 60% expect tariffs to push them up still further. As a result, most (59%) are already bracing themselves for more increases.

Retailers are navigating a perfect storm of rising costs, tariff uncertainty, and shifting consumer expectations. Yet amid the turbulence, opportunity remains.

Our latest report from reveals how retailers are adapting their strategies, refining value propositions, and winning emotional equity with today’s shoppers.

Inside, you’ll uncover:

• Generational shifts shaping spend—Millennials now account for 35% of retail purchases, outpacing every other generation.

• Tariff trade-offs and value plays retailers are using to hold margins and trust.

• Challenger brand strategies from Abercrombie, Birkenstock, Quince, and Skims that show how pricing discipline and constant product refreshes drive momentum.

• QuestBrand emotional data showing that “Dependable,” “Good Value,” and “Trustworthy” are the attributes converting familiarity into trial across retail audiences.

‍