Ankura’s 2025 consumer holiday survey and the current U.S. economic environment reveal sustained consumer pessimism and near-record low sentiment, driving a significant value shift. Q2 retail sales bifurcated, rewarding discount stores over traditional retail. To win, retailers must be strategically agile in the next few weeks. Success demands moving promotions upstream and establishing promotions and value that speak to financially strapped and cautious shoppers. Winning retailers will be those that deliver a season-long, personalized value proposition to capture the financially-stressed, “trading-down” shopper.
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