If 2023 was the year of the resilient consumer, 2024 will be the year of the empowered consumer.

Consumers this year will continue to flex their resiliency as they define exactly what they want from their favorite retailers. The top trends will be driven by an economy looking more “normal,” a consumer who continues to spend but also looking for good deals, and a shopping experience that will evolve with new technology.

Here’s what we’re watching in 2024:

• The global retail economy, including the impact of inflation on spending patterns
• Personalization strategies that drive more relevant offers and experiences
• How providing utility and convenience can strengthen customer loyalty
• The evolution of the shopping experience and the distinctive role of stores
• New ways to pay that offer a more seamless and secure checkout process

Around the globe, consumers will shift spending from experiences to goods due to inflation, though many other economic factors will vary region to region