The biggest differences in sales happened in connection to the sale periods during summer and Black Week, where 2024 generated better results.
In-store sales had a consistent increase compared to 2023. Compared to online, In-store is increasingly important during retail sales periods, and peaks are seen in May, November, and before Christmas.
Women account for most of the revenue in retail and increase faster than men do.
Men purchase from categories that has potential for high ticket items, such as Electronics, Sports Outdoor & Athleisure, and Hobbies & DIY.
When splitting total spending with total shoppers, this is the average spending in 2023.
NIQ/World Data Lab, Generations Analysis
Gen Z’s share of total purchases will continue to grow, further shaping the retail landscape. Yet, their influence already extends beyond their own spending—older Gen Z shoppers are emerging as key consumers, while younger ones continue to shape their parents’ buying decisions.
Average return rate 2024: 5.9%
Change since 2023: +14.2%
Average return rate 2024: 2.1%
Change since 2023: -2.5%
73% of the total revenue in the market comes from customers who engage with loyalty and retention communications.
The share of revenue varies significantly among different industries. Generally, categories with more frequent purchases, such as kids’ products, fashion, and pharmaceuticals & health, see a higher share of revenue from engaged customers, often members. In contrast, industries with lower frequency purchases, such as furniture and electronics, tend to have a smaller share of revenue from engaged customers.
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