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OCTOBER 12, 2026 |
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In this edition:
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TOP STORY |
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Duolingo, Target, and Staples were September's standout retailers, each winning for a creative campaign or strategic initiative. |
"I think it's also really interesting the timing of it, right? Because it's pumpkin spice season, and they're also saying that we're not just gonna put all our eggs in one basket," said our analyst Becky Schilling on
a recent episode of "Reimagining Retail," discussing how retailers are diversifying their approaches to capture consumer attention. |
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EMARKETER's Unofficial Monthly Retailer Awards recognize brands that stood out in September across three categories: most impactful campaign, best in-real-life initiative, and greatest under-the-radar move. |
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IN THE NEWS |
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Brands turn songs, shows, and experiences into marketing assets. A new Chipotle song, created in collaboration with the London Vegetable Orchestra, is the latest example of brands moving from using entertainment in their marketing to creating entertainment themselves. |
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Reviews beat repeat ad exposure in converting Black Friday and Cyber Monday shoppers. Black Friday and Cyber Monday (BFCM) shoppers are willing to try new brands, an interest that’s driven by trust signals and price value. |
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Gen Z fashion consumers are prone to social media-driven impulse purchases. Gen Z fashion shoppers are twice as likely as the general population to make impulse purchases based on influencer recommendations. |
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ANALYSIS |
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Gen Z wants to travel, and they are willing to prioritize it. But strong demand doesn’t mean that younger travelers have unlimited budgets. |
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Some 93% of Gen Z respondents either had a summer trip planned or intended to take one in 2026, according to Bank of America Institute data. Gen Z travel spending was also up roughly 8.5% YoY through June, per Bank of America, outpacing growth among other generations’ travel-related expenditures. |
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EMARKETER EVENTS |
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Featured Event | October 13 | Virtual |
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Media habits move fast. Is your audience data keeping up? Join Epsilon, PMX Lift, and EMARKETER for new research on how people consume media and what it means for audience-first planning, cross-channel reach, and showing up in the moments that matter. |
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Featured Event | October 15 | NYC |
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Join EMARKETER and tvScientific by Pinterest for breakfast, networking, and a closer look at performance TV’s growing role in the media mix. Hear from EMARKETER’s Ross Benes and tvScientific’s Heather Carver on engaging shoppers earlier, measuring results, and making seasonal moments count. |
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QUIZ |
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What percentage of US consumers expect to trade down to lower-priced products or brands for the holidays? |
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A) 15% B) 25% C) 35% D) 45% |
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