With growing calls for consumer privacy on the web, Google parent company Alphabet Inc. and Apple Inc. plan or already have made major changes to customer tracking. Apple now requires user opt-in for apps to track users, and Google is getting rid of third-party cookies on its market-leading Chrome browser. While these changes hearten privacy advocates, they’re likely to disrupt online retailers’ longstanding marketing practices. Without accurate consumer tracking, merchants are worried that a portion of their ads will be less effective at driving sales. In response, merchants plan to shift their marketing dollars to other channels that are more predictable at driving revenue. Online cookies are small pieces of text websites placed on a site visitor’s browser to track preferences, such as language, to know what consumers are interested in, and facilitate other functions. More companies started using cookies in late 1995 after Microsoft Corp. integrated them into its Internet Explorer browser. There are many different types of cookies, but third-party cookies are controversial because advertisers, marketers and data-analytics firms place them on consumers’ devices to know where a consumer’s been on the web, leading to more targeted ads.

As consumers grapple with inflation, tariff uncertainty and a difficult macro-economic environment, they are prioritizing cost over brand loyalty. The overwhelming majority (77%) of consumers are actively changing their purchase behavior in response to price increases, according to EY’s “Future Consumer Index,” which surveyed more than 20,000 consumers across 26 countries. Slightly more than a third (34%) no longer consider brands when making purchasing decisions, with 54% of respondents only buying branded products when they are on sale. The increasing adoption of private label products is reshaping consumer perception, making store brands the preferred alternative to traditional branded options — 67% say private label satisfies their needs just as well as branded products. Thirty percent of respondents say they no longer consider brands at all when making purchasing decisions.

If it feels like Black Friday started in October this year, you're not imagining things. Retailers have gone all-in on hyper early promotions, stretching the traditional shopping window into what's now being called Black November. Amazon, Walmart, Target, and others launched deals well before Thanksgiving to lock in consumer dollars early. Why the shift? 💵 Economic pressure & tariffs: Surveys show consumers are highly price-sensitive due to inflation and tariffs. 💵 Price sensitivity: Consumers are cautious but still spending, holiday total retail sales (online + offline) are projected to surpass $1 trillion for the first time, though growth will slow to ~3-4% vs 4.2% last year. 💵 Mobile dominance: Over 70% of Cyber Week traffic will come from mobile and AI-driven personalization is shaping the experience. The projected numbers: 📊 Black Friday online sales: $11.7B (up 8.3% YoY from $10.8B in 2024) 📊 Cyber Monday online sales: $14.2B (up 6.8% YoY from $13.3B in 2024) (Source: Adobe Analytics Holiday Forecast, NRF Holiday Outlook)