Gen Z Is Redefining Wellness, While Food, Beauty Brands Race To Keep Up

Female shoppers are spending less than their male counterparts. During the first half of 2025, year-over-year demand for discretionary products among women fell flat, while unit sales from men were up 3%, according to Circana. Female discretionary spending grew 1% during the same period, while male spending rose 2%.   The firm noted that discretionary spending has been challenged by elevated prices across retail food and beverage, non-edible consumer packaged goods and general merchandise “Female consumers are critical to retail performance, representing more than half of annual spending, and those purchase decisions,” said Marshal Cohen, chief retail industry analyst for Circana. “Shifts in spending behavior among female consumers reveal signs of broader consumer changes brewing.” Women seem to be opting for purchases that allow them to spruce things up, rather than a bigger ticket spend. Between January and June 2025, the majority of the pullback in spending among female shoppers impacted furniture, apparel, juvenile products and housewares.

So many businesses don’t do nearly enough to greet a customer warmly, and give them a brand hug at the all-important point of purchase. Every business should carefully examine how all of your customers are being exposed to your brand. “Consumers state that the post-purchase journey is the most emotional part of their customer experience, with 63% invested in the shipping, delivery and fulfillment process.” Read More at: https://www.jschmid.com/blog/new-customer-journey/

The following article is part of an ongoing series from J.Schmid with the critical elements and insights you need to strategize, execute and launch successful omnichannel campaigns. Watch your email and follow #CampaignBuildingBlocks on social media to keep up with the full story. Any successful campaign, at its core, is about storytelling. The iconic signature photo. The memorable language. The heart-tugging anthem video. The humorous Instagram posts. Content … it’s what tells your campaign story. How you engage on a sensory level. How you connect with your audience. How you use content is vital to the effectiveness of the campaign. Fortunately, there are more ways than ever to capture engaging content. And with increasingly tighter budgets, it’s more important than ever to maximize your efforts while saving money.