my spicy store predictions

In partnership with

morning merry makers 🕺💫🔮

i've had "planning" or "strategy" in my job titles for most of my career.

this means i've spent tons of time forecasting stuff like store budgets, staffing, and growth. while a lot of that work was all about the numbers (so many spreadsheets!), all my time studying retail trends, reading retail books, & writing this newsletter has helped me get good at spotting big shifts in the industry.

so today, i'm looking into my crystal ball to share my top 5 predictions for brick & mortar retail in 2025. let’s go!

🎭 entertaining is the new shopping

remember when stores were just about selling stuff? those days are long gone. in 2025, the most successful retailers will be those who turn shopping into a show. we're seeing this already with concepts like camp (where shopping meets play for kids), apple’s vision pro demo (where test drive meets movie theater), & netflix houses (where movie theater meets merch & snax). but this is just the beginning.

~70% of millennials prefer spending on experiences over products.

expect to see:

• retail spaces that transform into event venues after hours (think: boutique by day, event space by night)

• more traveling “museums” focused on the social media moments to the likes of museum of ice cream, museum of illusion, & meow wolf

• in-store events for customers like guest speakers, launch parties, & content shoots.

💪 empowerment is the new service

2025 will also be all about solving pressing problems in person in vibey spots. this shift is already happening with the rise of med-tail (medical retail). amazon’s integrating their one medical acquisition, modern age’s longevity clinics, aesthetic dentists, & enhanced therapy sessions.

according to salesforce, 80% of customers now consider the experience a company provides to be as important as its products.

expect to see:

• med-tailers in more ground floor prime real estate

• membership programs that feel more like life coaching than loyalty points

• exclusive merch that have to be “earned” through course work or challenges

🌱 ethical is the new luxury

ethics are back on the agenda in a big way. walmart and amazon dominate by offering the lowest prices. this forces other retailers to stand out by becoming the organic food of shopping, focusing on quality attributes. this includes treating employees right with the best retailers prioritizing upskilling. the trend is also about embracing resaling & upcycling. think patagonia’s famous worn wear program.

shocking shopping stats:  77% of consumers prioritize sustainability & 22% have already boycotted a brand or product for its poor ethical or sustainability values. expect to see:

• every major retailer launching their own resale platform (like what rei re/supply & lululemon like new already do)

• retailers focusing on secondhand first (levi’s authorizes their vintage, h&m preloved by thredup)

• employee benefits becoming a key part of brand marketing (wages, schedules, & growth opportunities)

🤳 engaging is the new marketing

the future of retail marketing won't come from centralized corporate hq control. we're moving to distributed authenticity with local social media featuring store employees & customers. store employees are hired to be ambassadors of the brands so they should be online too! plus they know way more than some random influencer that randomly received your gift.

fun fact: employee content gets 8x more engagement than brand content.

expect to see:

• employee-generated content becoming a primary marketing channel

• store teams helping customers create content in store

• in-store social media specialist rolls

❤️ empathy is the new efficiency

here's what might surprise you: as ai becomes more prevalent in retail, human connection will become more valuable, not less. while everyone's focused on automation, the smartest retailers will use ai to free up their teams for more meaningful customer interactions.

stats: in a report from my name doppelganger, McKinsey, 71% of consumers expect businesses cater to their individual interests and 76% of consumers said they get frustrated when companies fail to do so.

expect to see:

• hyper-personalized shopping experiences powered by data but delivered by people

• emotional intelligence becoming the most valuable skill for retail workers

• marketing campaigns focused on the realness of retail & the joy of going out to shop (jogos anyone?!)

all these trends point to a return to retail's roots: connecting real people to solve real problems. the technology, design, & business models might be evolving, but the fundamental human desire for connection & community remains the same.

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