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  • Donnie Ray Jones, Creative Commons (2015) ©

A Sector Snapshot of Shopping

How are brands offering a helping hand to new mums? Why do people want to shop an edited choice? How do Gen Z really like to shop? And why are people spending more money on less stuff?

Location Global

People are most likely to develop new desires and needs during life transitions. And what could change your life more than having a baby? Driven by the desire to be as prepared as possible, more than a quarter of new parents in the UK change cars, while one in five move house. It’s at exciting crossroads like these that brands can step in – clubs like Amazon Mom offer discounts on baby products and a community for mums to swap recommendations, while NatWest lets customers calculate the cost of having a child (and if they can afford it).




  • Buy Me Once only stocks products that last a lifetime Buy Me Once only stocks products that last a lifetime

    “If socks can have a lifetime guarantee, why can't anything?” asks entrepreneur Tara Button. This is the premise behind her online store, Buy Me Once. It only stocks products – from tables and chairs to towels and toothbrushes – that are made to last a whole lifetime.

  • Article image Macy’s One Below: bringing Gen Y back to the racks

    As older Gen Yers achieve stability in their personal lives and careers, they’re finally reaching their peak consumption years. Facing stiff competition from online retailers and fast fashion giants, Macy’s is hoping to bring these shoppers back to the racks with new concept store One Below.

  • Article image Where should brands fit into our life stories?

    Storytelling has become a guiding principle for great marketing, letting companies neatly fit into consumers’ lives. But with one well-timed ad capable of changing someone’s shopping habits for years, how can brands address our milestone moments without seeming opportunistic?

  • Article image How has the tween changed?

    In the ten years since the term ‘tween’ was coined, 8- to 12-year-olds have come to control an estimated $43 billion in spending power. But the latest generation are different, having never lived without social media. How should brands target this delicate age group? And how soon is too soon?

  • Article image How new mums like to shop

    Becoming a parent is one of life’s most stressful – albeit cherished – moments. With Brits spending an average of £1,619 to prepare for a baby, some mums are buying on their smartphones at all hours. But how do new mothers really like to shop? And which brands are meeting their needs?

  • Article image Why do people become members?

    As people spend less time in traditional communities, they’re seeking connections beyond religion and family. Memberships with organisations or brands can create loyalty and boost revenues, but the reasons to join Scientology or Sainsbury’s are vastly different. So why do people become members?

  • Article image Found at John Lewis: buying a branded lifestyle

    Once known for cosy bed covers and sensible slippers, John Lewis has polished up its fashion credentials through upmarket brands and designer collaborations. It has now launched Found at John Lewis, a boutique store concept which will allow customers to buy a whole lifestyle.

  • Article image Argos Birthday Club: taking the pain out of kids’ party planning

    Kids birthday parties are pricey. UK parents spend more than £200 on cake, entertainment and party bags each year. Argos has launched a Birthday Club to aid party-stricken parents, offering ideas, tips and 20% off party essentials. Could it become the go-to brand for setting birthdays off with a bang?