We compiled these trends from over 100 brands, comparing year-over-year data for the date range January 1, 2025, to January 31, 2025.
January 2025: Slow to Launch
While January typically sees a post-holiday dip in consumer activity, the fall this year was more pronounced than anticipated. National events and weather patterns competed for consumer attention, while persistent price sensitivity and a marked decline in consumer confidence further dampened demand.
Overall website sessions dipped -2.73%, with greater declines in orders (-9.88%) and demand (-12.57%) compared to January 2024. Converting customers was more challenging than last year for many brands. Despite easing inflation, consumers remain price sensitive. Increasing units sold, and refining product assortments will be important levers to drive growth in the current DTC/retail environment.
Headwinds from uncertainty around tariffs and the economy continue as we look to February. Unless consumer confidence rebounds significantly, spending is likely to remain subdued.
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Marketing KPIs: January 2025 Trends by Industry
Marketing KPIs: January 2025 Trends by Company Revenue
$100M+ | $15M-$100M | $0-$15M
January 2025 Marketing Trends
Trend #1: 2025 Brings Major Shifts In Consumer Expectations, Technology, and Values
Hybrid and omnichannel experiences are now a cornerstone of retail strategy, with services like Buy Online, Pick Up In-Store (BOPIS) and curbside pickup gaining widespread adoption. These options provide convenience while bridging the gap between digital and physical retail, ensuring seamless customer experiences.
Sustainability is no longer optional for brands. Consumers are prioritizing companies that actively demonstrate environmental responsibility, from reducing packaging waste to offering eco-friendly products. Brands embracing transparency and sustainability are winning consumer loyalty and influencing broader market trends.
Mobile commerce continues to dominate, with smartphones becoming the primary shopping tool for many. Advanced mobile apps and mobile-friendly websites ensure a frictionless experience, allowing consumers to shop anytime, anywhere. Mobile wallets and one-click checkouts further enhance convenience and drive higher conversions.
AI-driven personalization has transformed the customer journey by leveraging data to offer hyper-personalized recommendations, product suggestions, and real-time customer support. These experiences foster deeper connections with shoppers and increase customer satisfaction.
Lastly, brand trust and purpose-driven retail are critical. Consumers increasingly support brands that align with their values, whether it’s through ethical labor practices, charitable initiatives, or social responsibility efforts. Companies that fail to demonstrate authenticity and purpose risk losing market share.
Trend #2: The Power of Super Bowl Commercials in Driving Consumer Behavior
Super Bowl commercials have become a cultural phenomenon, showcasing how impactful advertising can shape consumer behavior and drive sales. Over the years, iconic ads like Apple’s “1984” and Budweiser’s “Wassup!” have transcended traditional marketing, leaving lasting impressions on audiences and solidifying their place in popular culture.
What sets Super Bowl commercials apart is their ability to engage millions of viewers simultaneously and create memorable moments. These ads go beyond simple product promotion; they tell stories, evoke emotions, and entertain. By doing so, they not only boost brand recognition but also foster loyalty and long-term consumer engagement. For example, Apple’s “1984” ad introduced the Macintosh with a bold message that redefined the brand’s image, while Budweiser’s playful campaigns created an emotional connection that continues to resonate with audiences.
The Super Bowl’s massive audience amplifies the reach of these commercials, but the real magic happens in the conversations they spark. Viewers eagerly anticipate these ads, share them on social media, and discuss them long after the game ends. This viral effect extends the lifespan of the campaigns, providing brands with additional exposure and influence.
For advertisers, the Super Bowl is more than just a game—it’s a stage to make a statement. Investing in high-quality, creative ads during this event offers unparalleled opportunities to connect with consumers, shape perceptions, and drive sales. In a competitive market, these ads prove that storytelling and emotional resonance are key to unforgettable marketing success.
Trend #3: Porch Piracy: $20 Billion-A-Year Problem
Porch piracy, the act of stealing packages from doorsteps, has become a significant concern for online shoppers and retailers alike. As e-commerce continues to grow, so does the prevalence of package theft, leading to financial losses and eroding consumer trust. In response, various strategies and innovations have emerged to combat this issue.
Consumers are increasingly investing in deterrents such as doorbell cameras, lockboxes, and insurance options to protect their deliveries.
Law enforcement agencies recommend several measures to prevent package theft. Utilizing package tracking, requiring delivery signatures, and installing security cameras can deter potential thieves. Additionally, coordinating with neighbors to collect packages or having them sent to workplaces are practical steps to ensure safe delivery.
Delivery companies have also introduced solutions to enhance package security. UPS offers the “My Choice” program, FedEx provides “Delivery Manager,” and USPS has “Informed Delivery.” These services allow customers to track deliveries in real-time, reschedule drop-offs, or redirect packages to secure locations, thereby reducing the risk of theft.
While package theft poses a growing challenge in the realm of online shopping, a combination of consumer vigilance, technological tools, and supportive services from delivery companies can effectively mitigate this issue.
Trend #4: Boomers vs. Gen Z: Retail Preferences Explained
When it comes to shopping habits, Gen Z and Baby Boomers bring distinct yet complementary approaches to the retail experience. Raised in the digital era, Gen Z seamlessly blends online and in-store shopping.
According to a 2000-person survey conducted by Censuswide, 73% shop in-store at least once a week—more than the 65% of Boomers who do the same. But for Gen Z, shopping isn’t just a task; 57% see it as an enjoyable experience, compared to 35% of Boomers.
Physical stores play a key role for Gen Z, not just for browsing but also as part of their omnichannel approach—49% frequently buy online and pick up in-store, and 38% return online purchases in-store, far more than Boomers (28% and 6%, respectively).
When it comes to catalogs, Boomers gravitate toward print, with 77% using them to plan shopping trips. Gen Z, while highly engaged with digital formats, also appreciates print when it offers inspiration and a tactile, curated experience. Rather than dismissing print, Gen Z simply expects it to work in harmony with their digital habits—allowing for a seamless transition between discovery and purchase.
At the end of the day, both generations value experiences—Boomers through familiarity and trust, Gen Z through flexibility and integration. Smart brands will find ways to cater to both.
Trend #5: Brand Experience is Booming – Here’s Why It Matters
Imagine walking into your favorite store, scrolling through a website, or unboxing a long-awaited package—every detail, from colors and fonts to the way a brand speaks to you, shapes how you feel. That’s brand experience. It’s more than just buying a product; it’s the sum of every interaction a customer has with a brand, spanning ads, digital platforms, in-store moments, and customer service.
And it’s gaining momentum. Search interest in “brand experience” has surged 10.97% in the past year and a staggering 175.82% over the last five years, showing that businesses are prioritizing emotional, holistic customer engagement more than ever. Unlike user experience, which focuses on specific interactions, brand experience builds lasting connections that drive loyalty, awareness, and perceived value.
A strong brand experience is intentional—rooted in clear values, audience insights, and seamless consistency across touchpoints. Research highlights four key dimensions—sensory, affective, intellectual, and behavioral—that influence how people connect with brands. These dimensions shape brand perceptions, satisfaction, and loyalty.
Brands that get this right don’t just sell—they create experiences that stick, forging deeper relationships with their audience. As the interest in brand experience skyrockets, companies that embrace it will lead the charge in shaping the future of customer engagement.
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Marketing KPIs: January 2025 Trends by Industry
Marketing KPIs: January 2025 Trends by Company Revenue
$100M+ | $15M-$100M | $0-$15M
Marketing KPIs: January 2025 Trends by Industry
Apparel Industry
January 2025 presented a mixed picture for apparel brands. While website traffic increased by 2.62% compared to the previous year, this did not translate into increased sales, as orders decreased by -8.50% and demand was down -12.23%.
Home Brands
While January 2025 saw a dip in sessions by -8.82%, order decreases remained relatively modest at -1.15%, suggesting potential improvements in conversion rates. Despite a –2.80% decrease in demand, average order values remain relatively stable.
Outdoor Brands
While website sessions remained relatively stable in January 2025, decreasing marginally by -0.34% compared to the previous year, conversions appear to be a challenge. Orders decreased by -15.21% and overall demand indicators fell by -16.80%.
Specialty Retailers
Specialty brands experienced a challenging start to 2025, with January KPIs reflecting declines compared to 2024. Sessions were down -8.33%, orders decreased by -11.21%, and demand showed a -12.54% drop.
Marketing KPIs: January 2025 Trends by Company Revenue
Tier 1 Brands
The decline in demand (-11.55%) outpaces the reduction in sessions (-5.94%) and orders (-0.19%), highlighting a potential issue with either lower-priced products being purchased or a broader drop in consumer purchasing power.
The nearly flat orders number (-0.19%), despite reduced sessions, suggests that while fewer people are visiting, those who do visit are still likely to place orders.
Strategies to address these challenges could include efforts to increase session volume and initiatives to boost average order value.
Tier 2 Brands
The steeper decline in orders (-13.13%) compared to sessions (-4.03%) highlights a significant drop in conversion rates, signaling potential challenges in engaging and converting visitors.
The decline in demand (-14.29%) outpacing orders suggests that, in addition to fewer purchases, consumers are spending less on average.
These trends could be influenced by broader economic pressures, increased competition, or operational challenges specific to Tier 2 brands.
Tier 3 Brands
The slight decline in sessions (-0.91%) suggests that Tier 3 brands are maintaining visibility, but they are struggling to convert traffic into sales (-10.10% in orders).
The decline in demand (-11.26%) implies that even though the number of orders dropped, customers who made purchases likely spent similar amounts as in 2024.
Smaller brands may be more vulnerable to economic pressures, as customers prioritize essentials or larger, more established brands.
This is a nice summary of findings. Thanks for packaging and sharing. I agree w your Trend #5 that brands who manage to package a well thought out customer experience will separate themselves from the pack. This is beyond Branding, which is from the business perspective. It is experience from the customers perspective.