Retail Industry Snapshot
Learn more about current consumer trends in the retail and ecommerce industries.
Understand Your Consumer
Take a deep dive into how your target customer thinks, and what they want from the shopping experience.
Industries
Confidently Navigate The World Of Retail
Trust in Harris Poll data to understand the changing consumer and retail landscape.
Get Ahead of Changing Trends
The way consumers shop is fundamentally changing, from the technology they use to the values that drive their purchases. Retail brands must navigate omnichannel expectations, shifting consumer priorities, and price sensitivity to build lasting customer loyalty.
70%
Of consumers say they’ll spend with businesses that align with their personal values and preferences.
77%
Of Americans say it’s crucial for companies to be fair and transparent in their pricing.
66%
Of consumers say they’ll buy more from brands that demonstrate empathy.
38%
Of online shoppers say that they are often multi-tasking when they shop online.
How We Help Retail Brands Win
Track Your Brand Perception
See how different consumer groups think about your brand over time.
Anticipate Industry Shifts
Forecast the future of retail to stay ahead of your competitors.
Optimize Your Product & Messaging
Make sure that your product and marketing resonate with your target consumer.
Featured Retail Insights
Apparel & Fashion Industry Snapshot
Apparel & Fashion: An Industry Snapshot Download to learn more about current consumer trends in the apparel & fashion industry. Download the ReportWhat factors influence consumers’ apparel purchasing behavior? This month, we are examining Americans’ shopping habits using data from recent Harris Poll surveys and QuestBrand data. The report is intended to provide a glimpse […]
Harris Poll Finds 'Opting Out' Of The Economy Has Become A Movement
New Harris Poll research finds that Americans are “opting out” of the economy in 2026.
The Joy of Checking Out
Back-to-School Shopping - Why Retailers Should Embrace The Secondhand Market
Retailers In The Crosshairs Over Tariff-Driven Price Hikes
Rising costs rip into business reputation
Shoppers are avoiding certain brands over politics
Article • 1 min Read
Abercrombie & Fitch Case Study
From Exclusive to Inclusive Abercrombie & Fitch Transforms into a More Welcoming Brand To illustrate the value of brand tracking, we evaluated Abercrombie’s shift from marketing to the “cool kids” to including consumers of all sizes, ethnicities, and backgrounds. How did Abercrombie’s personality update impact consumers’ perception of the brand? Download our case study to […]
Article • 3 min Read
Dad shoes are cool again: How New Balance successfully won over Gen Z
Haven't you heard? The "dad shoe" is back in style!
Article • 3 min Read
Gen Z's fascination with secondhand apparel: Depop sees large brand equity gains among younger consumers, according to Ad Age - Harris Poll brand tracker
Based on data from QuestBrand by The Harris Poll, Ad Age released their quarterly Gen Z Brand Tracker in May. This ongoing brand tracker ranks the top 20 brands with quarter-over-quarter brand equity growth among Gen Z adults (ages 18-28). From Q4 2024 to Q1 2025, the secondhand apparel marketplace Depop experienced a +12.0% brand equity lift […]
Article • 3 min Read
How Gen Z shops in 2025. QuestDIY survey finds new trends shaping consumer behavior today
As Gen Z’s purchasing power continues to grow, brands need to shift strategies to keep up with the discovery and shopping habits of younger buyers. When it comes to factors influencing purchasing decisions, this generation is trend-responsive, platform-fluid, and purpose-driven. To understand how these consumers discover, evaluate, and ultimately buy products, we surveyed over 400 […]
