Shopping is no longer limited to stores or PCs. People are picking up products on the way to work – 

 of online sales in the UK take place during commutes – and they’re even browsing on the loo – over a quarter of Britons like to shop while sitting on the toilet. There is no longer a clear line between shopping online and offline. Instead, this activity is omnichannel – 

 say they shop on multiple channels and more than half use click-and-collect services. Meanwhile, 72% of mobile shoppers use their phone to track the delivery of an item they’ve ordered, and almost a third browse less in-store than they used to because they research online beforehand.

These ambient shoppers provide big opportunities for brands; 

 say they make more impulse purchases because of their devices. But the changing shopping environment means retailers must find new ways to reach people at a different stage of the shopping journey. It’s why 

 embraced the ‘see now, buy now’ model, allowing items to be bought as they’re being unveiled on the catwalk. People can even shop from a curated Insta feed thanks to 

The traditional buying model relied on three steps: experience a need, shop to satisfy that need, then use the product. But with 45% of shopping journeys now using mobile to discover or buy, purchasing has been integrated into people’s daily routines. How can brands adapt to this new retail reality?

Have we all become ambient shoppers?

They may not be digital natives, but Gen X shouldn’t be underestimated when it comes to online spending power. While Yers are busy posting selfies on Instagram, their older counterparts are clicking ‘add to basket’ – but why does this ‘middle child’ generation love online shopping so much?

Why do Gen X love to shop online?

M&S is investing £1 million in changing the diet of milk-producing cows to cut the amount of methane they release. As people demand greater environmental action from corporations, companies are implementing changes across their production and supply chain practices to show their commitment.

M&S target cows' diets to tackle methane emissions

Xydrobe has announced Harrods as the first retail partner for its multi-sensory VR cinema, providing a diverse program of tactile, immersive experiences. With audience expectations around experiential shopping increasing, digital integrations can enhance storytelling and community engagement.

Harrods to offer multisensory VR experience for shoppers

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Wyn Beauty meets needs of functional-first beauty buffs

Timepieces have evolved from utility to self-expression, fuelling major growth in the luxury watch market led by younger consumers. The industry is being reshaped by Gen Z and Y buyers who prioritise individuality and sustainability. How can watchmakers merge tradition with consumer demands?

How will consumer trends affect timepieces in 2024?

According to new research by PYMNTS, Boomers are the most likely generation to pay for everyday items – from yoga classes to coffee pods – via subscriptions: 92% of respondents said they've embraced them. This hints at new opportunities to service this demographic while ensuring safety and security.

Boomers use more subscription services than Gen Y

In an ageing country with fewer kids per capita than ever, South Korean adults are willing to spend money on the kids that do exist in their lives, driving a booming childrenswear industry. What’s shaping Gen Alpha’s fashion choices in their formative years, and what should brands watch out for?

Why are so many South Korean Gen Alphas wearing luxury clothes?

Naver, South Korea’s biggest search engine, has created interactive shopping experiences and a thriving online community. Through its combination of group-buying, live e-commerce, and AI-generated ads, it continues to make exciting improvements that keep it at the top of the game in South Korea.

How Naver decodes Korean shoppers’ online lifestyles

LEGO has partnered with KultureCity for Autism Awareness Month, offering sensory bags to autistic shoppers in stores. The bags, filled with practical tools that help to make stores more enjoyable for neurodiverse LEGO fans, promote empathy through play and creative, inclusive spaces.

LEGO supports autistic shoppers with sensory goody bag

Despite a number of incentives and charges, studies show that French households are producing more trash. The failure of current measures shows the critical need for companies to spearhead sustainability initiatives that focus on reducing waste in the pre-production stage.

French household rubbish rises despite incentives

Poor economic conditions, shifting work arrangements post-pandemic, and political headwinds are changing Americans' feelings about social class. Canvas8 spoke to eight of them to find out how their class identity is becoming more fluid, and how this is shaping their decisions.

Is class still important to American identity?

‘Budol’ culture is a phenomenon that influences Filipinos to shop online impulsively because of social media trends and recommendations from friends. While this can promote a sense of community among buyers with the same preferences, it can also lead to overspending and mindless purchases.

How ‘budol’ culture makes Filipinos overspend

With over 20 million active shoppers, same-day delivery, and recent expansion into the luxury market, Coupang is South Korea’s answer to consumers’ hyperconnected demands. As online shopping overtakes traditional shopping, speed becomes the currency for the satisfaction of Korean shoppers.

How Coupang delivers Korean demands at lightning speed

In 2021, IKEA opened its largest branch in the world, right in the heart of Metro Manila. Despite reeling from the effects of the pandemic, its successful run is a masterclass in how brands can capture the tastes of the minimalist, sustainability-minded Filipino homeowner.

How IKEA designs curated spaces for Filipino minimalists

Boutique grocery stores, including those run by brand giants, are popping up more and more in the inner cities of Australia amid an anti-supermarket sentiment. The question is, how did this happen, and are Aussies buying the cost of convenience and bougier atmosphere these places are offering?

Behind the success of boutique grocery stores in Australia

Limited-edition releases have been a long-standing marketing strategy that appeal to our psychological triggers, tapping into our desire for exclusivity and a niche community. How are brands enticing consumers’ desires through rare product releases and tech advancements?

What’s driving the desire for limited-edition products?

In a global campaign, Eastpak shines the spotlight on the creativity and resilience of live action role-play (LARP) communities. No longer viewed as a siloed form of entertainment, there's an opportunity for brands to tap into the power of niche subcultures and garner authenticity.

Eastpak campaign taps into creativity of LARP culture

The 2024 Generational Snapshot of Generation Y in the Asia-Pacific region explores how a move towards purposeful living and stable life has Gen Ys spending with more intention, taking care of their health and overall wellness, and enjoying the freedom that comes with not having children.

2024 APAC Gen Y Snapshot

Snap has announced the return of its AR Ramadan mall, complete with new features to heighten the immersive retail experience during the festive season. It’s an example of successful localisation that goes beyond product to become an integral companion in the everyday lives of local customers.

Snap uses AR to bring Ramadan shopping to life

In a first for the brand, MCM has launched a Ramadan-themed capsule collection. While Eid and Ramadan will continue to be important moments for luxury brands to show up, the growing buying power of Muslim shoppers means they’ll be expecting localisation to be the norm rather than a novelty.

MCM debuts Ramadan capsule collection 

Target’s loyalty program is expanding, introducing a tiered system with features that rival similar offerings from Amazon and Walmart. The move meets consumer demand for faster, more affordable, and more convenient shipping options, a space that Amazon Prime has largely dominated.

Target expands loyalty program to meet shipping demands 

Gentle Monster is more than a sunglass store with colossal robots. Its rich, immersive brand narrative is a survival tool for the future of luxury retail. Through experiential stores and experimental accessories, it highlights the power of quality experiences that stand out to the fashion-forward.

Why Gentle Monster turns Korean shades into mod spectacles

While budget concerns are seeing luxury buyers turn to pre-owned items, challenges persist as they seek foolproof authentication to verify the hidden gems they’ve discovered. Canvas8 spoke to seven Britons to explore their affinity towards resale platforms for high-end goods.

Why are Britons buying pre-owned luxury?

Resale platforms are a staple of the contemporary shopping experience, but do people trust them enough to splurge on luxury goods? Canvas8 spoke to five Americans about the pros and cons of buying high-end items second-hand, and whether they’d ever switch back to buying new from a brand.

Why are Americans buying pre-owned luxury?

Pinterest users are actively using the platform's inclusive filters that diversify search results, especially Gen Zers. As younger generations continue to look for more personalised content, tech-enabled tools for equitable representation are becoming ingrained into their daily digital lives.

Pinterest's inclusive AI seeing uptick in Gen Z usage

Klarna's AI assistant managed two-thirds of customer service chats in its debut month, showing efficiency and customer satisfaction. The trend towards AI customer service reflects a preference for quick, accessible support, alongside a debate on AI's impact on jobs and service quality.

Klarna celebrates AI handling the majority of customers

For decades, Calvin Klein has seemingly had its finger on the pulse of culture, casting celebrities of the moment to front its often controversial campaigns. While the brand boasts plenty of expertise in generating buzz via advertising, how is it trying to capture the attention of Gen Zers?

Why Calvin Klein poses its legacy using the erotic gaze

Minimalist styles dominate the global furniture market, led by Swedish brand IKEA, which Japanese brand Nitori wants to challenge. In their current battleground, Southeast Asia, Nitori attempts to get ahead by tapping into locals’ preferences for more practical and convenient living.

Why Nitori builds utilitarian spaces for SEA homemakers

Veja's Paris store focuses on sustainable fashion, offering repairs and products to increase longevity. It embodies ethical consumption trends, reflecting values important to today's consumers, who prioritise environmental and social impacts and durability in their purchasing decisions.

Veja brings sneaker repairs to the shop floor

EmSphere offers an unparalleled futuristic experience by blending lifestyle, shopping, and a seamless online-offline experience under one roof. The mall caters to distressed locals and returning tourists in search of greener spaces to socialise and be entertained in the heart of the capital.

Why EmSphere blueprints the future of Thai shopping

According to a report from The Business of Fashion, the sneaker resale market is in steep decline. This reflects a shift from exclusivity to accessibility, and consumer preference for value and innovation – signalling broader trends in fashion towards authenticity and sustainability.

Sneaker hype culture declines amid taste change

AI-powered stores are now the future of shopping, the ultimate benefit being to save costs on staff, reduce unnecessary discounts, reduce waste, and encourage further sales. But what is the impact of such efficiencies on shoppers – and are these changes always welcome from a customer’s perspective?

How AI-powered stores are changing shopping

The market for engagement rings for men is booming as people look to more expansive models of masculinity. This trend speaks to a wider challenge to the traditionally gendered roles assigned within heterosexual partnerships, as well as eroding expectations of rigidly masculine style choices.

The sales of men-focused engagement rings are booming

Festival season is a buyer’s market for fashion-forward Indian consumers, with much of the spending on textiles, garments, and jewellry. International brands are taking notice of the growing appetite of India’s affluent classes for luxury and responding with collections to satisfy their tastes.

For affluent Indians, festival season is an excuse to spend more on luxury

Lowe's Style Studio on Apple Vision Pro is a VR experience that aims to simplify the kitchen design process. The move aligns with the demand for AI/VR-enabled shopping experiences while also addressing the demand for personalized living spaces that better reflect people's interests and styles.

Apple Vision Pro elevates kitchen design at Lowe's

Hestia Cigarettes is leveraging online influence and word-of-mouth marketing to appeal to modern smokers. By harnessing the power of UGC and leveraging the rebelliousness and nostalgia many young Americans have adopted, it has positioned itself as a cult brand and ‘cool’ alternative to vaping.

How Hestia became a cult brand among modern smokers

E-commerce giant Meituan has launched an in-app feature that helps customers avoid last-minute shopping during Chinese New Year. As super apps become ubiquitous, there’s an opportunity to help ease customers’ mental load and enable them to stay present in the everyday occasions that truly matter.

Meituan makes Chinese New Year a stress-free celebration

Since its launch in 2022, Temu has become popular among online shoppers in the US. However, the platform’s gamified shopping experience could be taking advantage of its most committed patrons, Gen Xers and Boomers. Already distrustful, people expect brands to provide equitable customer service.

Temu’s gamified shopping can confuse older users

DoorDash is using its Super Bowl ad to shake up its reputation as a simple delivery service in favour of bringing anything and everything to its customers. With the promise of a monumentally big giveaway for one lucky winner, the brand is catering to rising consumer expectations in a big way.

DoorDash upgrades its promises with Super Bowl giveaway

As the Year of the Dragon approaches, sales of dragon-themed products have seen explosive growth on e-commerce platforms in China. The traditional cultural symbol of good luck and prosperity is resonating particularly with young consumers, who are driving the country's guochao movement.

Chinese buyers drive sales of dragon-related products 

A study found generational differences in Lunar New Year spending in Southeast Asia, along with family members taking the lead in shopping. The report highlights how brands have the opportunity to be attuned to specific demographics and their needs by paying close attention to family dynamics.

New family dynamics emerge from Lunar New Year report

Lunar New Year has varied celebrations across Southeast Asia, though a focus on food, reunions, and prosperity traditions are common. E-commerce plays a vital role in shopping surges, with Gen Z emerging as a pivotal market in the region, leading the evolution of consumer behaviour.

How the Lunar New Year drives shopping among Southeast Asia's Gen Z

Global e-commerce marketplace Etsy has launched Gift Mode, an AI-powered tool that provides personalised recommendations for gift purchases within the platform. As consumer expectations of online retail experiences grow, both shoppers and retailers are using AI to enhance customer journeys. 

Etsy's AI-powered tool personalises gift giving

According to industry experts, adults shopping for themselves drove an outsize portion of toy sales in 2023. Many grown-ups are buying analogue toys for their nostalgic appeal, collectability, and use for offline social play – leading the industry to factor ‘kidults’ into their plans for the future.

'Kidults' are leading toy sales despite inflation

By creating in-store immersive shopping experiences, collaborating with brands that share its ethos, and focusing on retail moments that extend the customer journey, Anthropologie is a perfect example of a brand expanding its universe to engage current consumers and invite new ones.

How Anthropologie taps into people’s lifestyle needs

Farm Rio has grown from its market stall roots in Rio de Janeiro into one of fashion’s most promising up-and-coming brands. As shoppers look for sustainable, serotonin-boosting brands that showcase their cultural roots, Farm Rio injects fun and personality into their wardrobes.

How Farm Rio brings dopamine dressing to fashionistas

Gen Zers are driving an unlikely resurgence of the shopping mall as a social destination, rejecting online shopping for IRL discovery. Many young people, beginning to understand the downsides of a digital-first existence, are turning towards physical experiences for connection and convenience.

Gen Zers drive the shopping mall rebirth in the US

New data from the Bank of England shows that UK consumer credit borrowing grew at the fastest rate for five years in November. Elsewhere, there is evidence that more Britons are turning to credit cards to pay for essentials such as food. What’s behind this uptick in borrowing?

Why are Britons maxing out on credit?

Despite the omnipresence of online retail, where everything can be purchased in a couple of clicks, people continue gravitating to brick-and-mortar locations for certain products. Canvas8 spoke to seven people across the US about what encourages them to take a trip to the store.

What lures Americans to brick-and-mortar stores?

Despite online shopping proliferating in people's lives, many Britons are being drawn back to brick-and-mortar stores for a more sensory and considered shopping experience. Canvas8 spoke to six people across the UK about why they prefer IRL retail during the cost of living crisis.

What lures Britons to brick-and-mortar stores?

China and the Philippines are arguably Asia’s biggest basketball nations, partly because the sport is integral to their respective histories. The NBA secures its position in Asia’s cultural sports identity through strategic partnerships and a holistic shopping ecosystem that crosses sectors.

How the NBA uses holistic experiences to court Asian basketball fans

Brands are exploring personalisation and elevated offerings in in-store shopping to lure customers in. People are turning to physical retail for immediacy, sensory satisfaction, and a slower shopping experience, which helps them deal with choice overload and control their spending.

In-Store Priorities

With ever-increasing choices – and greater day-to-day stress – people are looking for a helping hand to make purchase decisions. Accustomed to peer-to-peer recommendations, people want shopping platforms to act almost like knowledgeable friends, helping them navigate online retail.

Curated Choices

Amid an increasing distrust of traditional influencer-led marketing, people still use social platforms to discover and make purchases. With the rise of ‘de-influencing’ and peer-to-peer recommendations, fresh opportunities to reach people through social media have come into play to satisfy the growing demand for personable and immediate retail.

Shopping Social

As budgets remain strained, people are facing tough decisions around their shopping priorities. When it comes to essentials, many are gravitating towards options that don’t compromise quality at a lower price point – and are even seeking luxury from quotidian purchases.

New Essentials

How are people rethinking daily essentials according to their stretched budgets? What is causing the surge in social shopping behaviours? Why is curated retail on the rise amid choice fatigue? What drives people to immersive, in-store retail in the era of one-click purchases?

Shopping Sector Snapshot: January 2024

Woolworths Group has announced it will no longer sell any Australia Day-themed products due to cultural sensitivity and declining demand. With trust in business ranking higher than other institutions, people will be expecting companies to uphold their DE&I promises in substantial ways.

Woolworths pulls Australia Day merch off the shelves

John Lewis has released a campaign encouraging people to shop in its January sales. Drawing on both high quality and low price, as well as a treat-yourself mindset, the campaign taps into a more critical approach to spending amid cost of living concerns and a continued desire to indulge.

John Lewis nudges shoppers to give into sale temptation

Succession is one of the biggest shows of recent times, and fans gathered online to dissect the show and the characters, make plot predictions, and take style notes. US Heritage Auctions have also given fans a way to extend their relationship with the show by acquiring memorabilia used in its making.

'Succession' fans express fandom through memorabilia

Following efforts to champion Chinese ceramics, Loewe's Lunar New Year 2024 campaign pays homage to the ancient art of jade carving. Tapping into 'guochao' sentiments, it demonstrates how to nail cultural appreciation at a time when people have grown tired of trite attempts at localising luxury.

Loewe spotlights Chinese jade carvers for Lunar New Year

Budgeting trends like 'no-spend January' are spreading across the internet as young people respond to money worries and try to reform their bad spending habits. Anti-consumerist sentiments are growing among young people, driven by rising costs and a lack of financial education.

'No-spend January' challenges consumerist norms

The Stanley Quencher – a colorful insulated tumbler – has enjoyed an explosion of viral popularity, selling out on shelves and fetching impressive resale prices online. Items like Stanley’s tumblers offer customizable, functional status symbols, catering to a desire for self-expression.

TikTok causes engagement with Stanley tumblers to boom

Instacart has debuted ads on its AI-powered Caper Carts at select stores, offering personalized recommendations for shoppers based on real-time shopping behaviors. As people become accustomed to personalized recommendations, brands are innovating to create seamless personalized shopping experiences.

Instacart launches AI-powered recommendations

Superdrug has reduced prices by up to 50% for over 150 of its own-brand items. Inflationary pressures may have temporarily eased, but economic anxieties haven’t lifted overnight for shoppers, and customers expect brands to continue demonstrating empathy for their financial realities.

Superdrug tackles living costs with permanent price cuts

Attacks on cargo ships in the Red Sea are disrupting supply chains, and Next CEO Simon Wolfson has warned that it could soon affect growth figures for the clothing retailer. Brands can appease concerns about stock shortage by developing communications strategies that keep consumers in the loop.

Next warns against impacts of supply chain disruption

Asda is the first supermarket to price match both Aldi and Lidl on hundreds of everyday products. As the cost of living continues to impact people financially, Asda's initiative to price match both discounters boosts appeal in a market that's increasingly prioritising price over brand loyalty.

Asda price matches Aldi and Lidl to lure savvy shoppers

Shopping

With fast connections on mobile phones, people are now able to shop anywhere, anytime. The traditional shopping routine – where the consumer experiences a need, shops to satisfy that need, and uses the product – is losing relevance. Instead, with 45% of all retail journeys now containing mobile, people are browsing and buying wherever they are. And it’s not just younger people; Gen X constitute 18% of the US population, but make up 23% of online shoppers. Meanwhile, two in five of them say shopping online is their top activity for their spare time.