Rihanna has taken Fenty Beauty to the metaverse through a partnership with Roblox, allowing players to discover and engage with the label's virtual products. It's one of several attempts by beauty brands to appeal to younger audiences through gamified experiences on digital platforms.

Target has begun to offer free curbside delivery of Starbucks products alongside purchases, the first retailer to do so at this scale. Enthusiasm for curbside pickup has waned for shoppers post-pandemic, and many brands are increasing their offerings to appeal to convenience-minded consumers.

Inflation is affecting consumer behaviour, with cash-strapped spenders opting for smaller indulgences over larger luxury items. Brands are embracing mood-focused beauty and hyper-personalisation, while social media and online communities play a crucial role in driving sales during uncertain times.

With online stores becoming more innovative, what’s needed to lure young Americans back to brick-and-mortar locations? Following on from tracking this behavior in our Shopping Sector Snapshot, Canvas8 spoke to nine US Gen Zers to find out more about what they want from in-person retail.