U.S. Retailing: Sales, Marketing and the Move to Online

Countries covered: United States Retail sales will dip this year, but that hasn’t stopped retailers from plowing more money into marketing. Retail ad expenditures are up 9% and their promotions spend is up 16.6%. This 60-page report, “U.S. Retailing: Sales, Marketing and the Move to Online,” details game-changing shifts. While traditional advertising is forecast to increase 5% over the next five years, promotions and non-ad marketing will increase at five times that rate. And the biggest gainer of all, of course, will be interactive marketing. The report includes an appendix that details online and offline marketing expenditure trends for 34 individual business categories. Please note: this is delivered as a Zip file.

Additional Information

EXECUTIVE SUMMARY

If you’ve ridden a rollercoaster, you’ll recognize the pattern of retail spending ahead: It’s that two-second lull you experience after a high-speed plunge - just before a sudden upward zoom. You can almost hear the ululations.

After peaking at $4.8 trillion in 2007, U.S. retail spending began a downward trend that will flatten over the next two years, then climb to a record $5.2 trillion by 2015. How do we know? Job-openings data have been remarkably accurate in helping us forecast retail trends.

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