August retail sales revenue increased by 2%, despite a decline in consumer demand.
Retail performance trends are undergoing significant changes, according to Marshal Cohen, chief retail industry advisor for Circana. Cohen suggests that shifts in consumer lifestyle, shopping behavior, and media influence are behind these new developments.
The retail landscape is becoming more dynamic, requiring marketers to prepare for changes through the 2025 holiday shopping season and beyond. Traditional retail calendars and seasons may no longer be sufficient to predict consumer shopping patterns, as a new cadence to shopping is emerging.
Cohen stated that retail spending is holding steady, but the ways in which consumers are making purchases is changing rapidly. The shopping period for back-to-school relevant products has elongated for the consumer, but the general focus from retail and media remains rooted in the traditional season for back-to-school shopping.
However, according to Circana, LLC, back-to-school relevant product sales have fallen short over the eight weeks ending August 30, 2025. Unit sales for these products fell 3%, and dollar sales declined 1% from last year.
The brand distributor Nike has significantly influenced traditional retail season times in recent months due to changes in consumer behavior. The shopping behavior is no longer solely tied to traditional retail seasons, but influenced by consumer lifestyle, shopping behavior, and media.
Unit demand remained flat during the same period, but dollar sales gains for the month came from retail food and beverage and non-edible consumer packaged goods (CPG). U.S. retail sales revenue was up 2% across discretionary general merchandise, retail food and beverage, and non-edible CPG during the four weeks ending August 30, 2025 compared to the same time in 2024.
Marketers are advised to adapt to the changing retail landscape, particularly during the 2025 holiday shopping season. Cohen believes that retail performance is being shaped by factors beyond traditional retail calendars and seasons, and that marketers need to prepare for a dynamic retail landscape through the holiday season and beyond.
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