The renewed importance of local communities is a key driver making people want to return to stores IRL. Canvas8 data shows that 58% of Britons think exploring and learning about their local area is essential, while other research finds that 

 want to spend more at local stores. Local and national governments are leveraging this by incentivising in-person local spending. The town of Ipswich released an 

 to boost spending at local businesses, and the 

 is nudging people to use local bookstores by adding a consumer fee to online book retail. Local shops are newly relevant for young people, with 

 using a convenience store as their main shop, compared to less than 10% of over-45s. And local subcultures are thriving IRL, as exemplified by the ‘

, which saw hundreds of fans rushing to grab 50 Corteiz jackets by swapping their existing designer garments for the coveted puffers.

With online shopping increasingly frictionless, people need new reasons to shop in-store. Brands have responded by shifting the customer experience from transactional to one of joy and immersion – globally, 

 are willing to spend more on creative shopping experiences. 

 has tapped into this by harnessing the power of storytelling and multi-sensory stimulations to elevate the customer journey. 

’ approach takes inspiration from the wellbeing sector, offering a range of therapeutic experiences – both online and in-store – as a way of rethinking retail therapy. 

 have set out to make their stores social hubs, opening cafes, bars, book shops and spaces for events. Meanwhile, 

 have focused on the product experience, appealing to the 62% of Brits who want to physically engage with brands IRL. 

 too, with attractions like microbreweries, virtual golf, beekeeping, and pickleball brought out to entice shoppers.

 prefer to shop IRL than online, citing the ability to touch products (33%) and the overall in-person experience (26%) as key. To convert that into footfall, it’s a blend of the best from both offline and online shopping that’s offering the ideal experience. With health concerns still a factor – 

 still shop with caution due to COVID-19 fears – big brands like 

 are investing in a sophisticated omnichannel approach. 

 is also building an inner-city presence to better meet demands for a mixture of retail experiences, while 

 resellers are boosting their offline presence by opening brick-and-mortar stores. 

 has also joined the physical store club, bringing along elements of online retail such as 

 has launched over-the-counter NFTs, demonstrating how to bring the cutting-edge of digital shopping to the IRL experience.

Are experiences really superior to possessions in the pursuit of happiness? Canvas8 spoke to Dr. Evan Weingarten, a marketing professor at Arizona State University, to understand how people derive joy from both experiences and material items – and what this means for brands’ marketing strategies.

Things or experiences? The science of happiness

Amazon plans to capture a larger share of the fashion industry through its clothing store, which blends the online benefits of convenience and choice with the IRL shopping experience – landing well with people who prefer to test out products before buying despite the shift to online shopping.

Amazon simplifies shopping with phygital experience

The British high street is ailing, but people are still looking for enjoyable in-store experiences. Johnnie Walker’s flagship in Edinburgh seeks to generate memories and connections with the entire spectrum of whisky fans, setting a benchmark for what physical retail can bring to the table.

Johnnie Walker: reimmersing people into IRL shopping

Industry data shows that amid an economic slowdown, Chinese shoppers are increasingly prioritising simplicity and affordability when it comes to mooncake buying. As luxury purchases move away from the conspicuous, people are driving new codes of premiumisation in gifting culture.

Chinese appetites for mooncakes are getting muted

Media brand Monocle has partnered with Lagardère Travel Retail to open a store at Frankfurt Airport Terminal 1. With travel stress a hangover of the post-pandemic holiday surge, people are looking for soothing and novel experiences that foster a better end-to-end journey. 



Monocle eyes airport shopping rituals in Frankfurt

The retailer will be bringing over 1,000 stock-keeping units (SKUs) across 20 premium brands to its e-commerce platform. Appetite for high-end beauty shows no signs of slowing, and brands that are banking on accessibility will need to rethink their premium positioning to maintain allure.

Walmart Marketplace hones in on premium beauty

Blue beauty is emerging as a central focus among European beauty fans as shoppers look for ocean-friendly products that address environmental concerns. The 2024 Sustainable Cosmetics Summit in Paris will focus on the 'blue beauty' shift, addressing the impact of cosmetics on marine ecosystems.

Paris Cosmetics Summit rides the blue beauty wave

Cetaphil has launched the Gentle Exfoliating collection, which addresses the specific needs of 'Gen Zalpha' who want to exfoliate but have sensitive skin. As interest in skincare grows, brands are catering to Gen Z and Alpha by providing age-appropriate products and greater education about safety.

Cetaphil launches skincare line catered for Gen Zalpha

For its 140th anniversary, Breitling has launched a heritage-inspired pop-up museum. Visitors explore its history via the Time Tunnel and its air, land, and sea "universes." The experience appeals to Gen Z's love for experiential retail, highlighting a shift toward heritage-focused branding.

Breitling immerses visitors in its history with pop-up

Net-A-Porter x King's Foundation champions local craftsmanship and sustainability with community training programs for new talent. The initiative highlights how luxury brands can build deeper connections with their audiences while fostering local talent and building long-lasting, enduring value.

Net-A-Porter spotlights local craft and community values

IKEA has launched a peer-to-peer marketplace in Madrid to help customers sell their unwanted furniture directly to others. As the shift towards circularity gains momentum, brands that adopt eco-driven business models can extend their lifespan and deepen consumer trust and long-lasting loyalty.

IKEA trials peer-to-peer marketplace in circularity push

As the realities of climate change start to threaten the production of raw ingredients, businesses are having to pioneer adaptable strategies to meet demand. Production in the cocoa industry is especially high stakes. Innovation is becoming a core strategy to build trust and solve supply challenges.

Cocoa industry uses sustainable solutions to build trust

Down under, Australia is feeling the pinch of the cost of living crisis. While tightening their belts, they’re also manifesting their aspirations online through Pinterest – surpassing half a billion users in 2024. What does this exhibit about what Aussies are looking for in online platforms?

How Pinterest inspires Aussies through lifestyle curation

Fashion rental platform Rent The Runway is at the forefront of this sector’s revival, thanks to an influx of Gen Y and Z intrigue, smart use of AI, and a wildly successful thread of IRL events. So, what can brands learn from this thriving subsector of sustainable fashion?

How Rent The Runway renews fashionistas' eco values

Bookshop.org has launched a buy-back scheme, offering readers website credit in exchange for used books. As conscious shoppers look to balance ethical consumption with time constraints and financial strain, the move helps bridge the value-action gap by making sustainability a more convenient option.

Bookshop.org is incentivising ethical consumption 

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

Survey data shows that American Gen Zers are increasingly relying on social commerce for their holiday shopping sprees. In line with young people’s changing festive shopping habits, there’s an opportunity to get creative with interactive immersion to augment the joys of holiday gifting.

Gen Z take social-first approach to holiday shopping

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Prepackaged cups of ice have been flying off the shelves of Chinese convenience stores this summer. As people continue to look for affordable indulgences, cost-conscious young shoppers are experimenting with drink combos to make cheaper cold beverages that don't involve a trip to a cafe.

Chinese audiences turn to ice-cups for affordable drinks

Netflix has partnered with Google to introduce shoppable features and ads to promote season 4 of Emily in Paris. The collaboration highlights the importance of directly engaging with superfans through innovative and exclusive offerings that help to further immerse them in their favorite worlds.

Netflix x Google offer fans immersive retail experience

Stores selling animation and gaming merchandise are gaining popularity among Chinese youth as places to connect with like-minded peers. With fandoms providing a crucial source of community building among Gen Z, ‘Guzi’ stores are generating appeal by creating moments of connection and belonging.

‘Guzi’ stores offer community retail for Chinese youth

After winning the hearts and wallets of British shoppers, Lidl has partnered with New York-based designer Nik Bentel to make a foray into fashion. The partnership will see the launch of a Croissant Bag, tapping into the supermarket’s cultural influence and people's interest in novel collaborations.

Lidl croissant bag taps into novel collaboration hype

India has a ghost mall problem, but omnichannel retailing might be the answer, especially among experienced and value-seeking Tier-2 city residents. What can brands do to connect to this growing market, and what does it say about what Indians are looking for when they shop IRL?

What do Indians want when shopping IRL?

Rodarte has created a capsule collection inspired by the upcoming film Beetlejuice Beetlejuice, available exclusively at Saks. Luxury and pop culture collaborations are courting younger fans who consider fandoms a key part of their identity, allowing them to signal their status and self-expression.

Saks-exclusive Rodarte collection targets Beetlejuice fans

Inspired by the success of brands, Lidl launched a limited edition set of GBP 20 ($26.4) mystery boxes for shoppers in the UK. Each box contained items usually found in the retailer’s notoriously eclectic middle aisle worth over GBP 100 ($132.2), meeting desires for thrifty indulgence.

Lidl’s middle aisle mystery boxes promote cheap splurges

Battling loneliness and tech fatigue, many Gen Zers are developing bonds with inanimate objects like water bottles, plushies, and journals. What do these emotional support objects reveal about young people’s sense of self and security amid personal, financial, and political uncertainty?

Why Gen Zers love emotional support objects 

Chinese beauty shoppers are becoming increasingly price-sensitive, and higher-end retailers like Sephora are feeling the heat. After incurring losses, the brand announced job cuts to its workforce in China, reflecting an economic and purchasing downturn.

Sephora China job cuts reflect spending slowdown

Data has revealed that Gen Zers are 'too busy' to follow a skincare routine and that multi-step practices often fall by the wayside. As skin maintenance gets more complex, people are looking to reduce the number of steps taken and are choosing an ingredient-focused approach instead.

Gen Zers 'too busy' to follow skincare routines

Returns have become a significant aspect of consumer culture in America, largely due to the widespread embrace of e-commerce. Yet while this service makes the shopping journey more convenient – often at no extra cost – it presents a major challenge for online retailers. What’s the solution?

What are the new norms of return culture in the US?

Political polarization, social shifts, and economic pressures are reshaping how Americans celebrate major holidays and personal occasions. Canvas8 spoke to eight people across the country to find out more about how they approach gatherings, hostings and traditions in the shifting world.

How are Americans celebrating special occasions?

As people in the UK continue to grapple with the cost of living crisis, it's having an impact on celebration spending for Christmas, Eid, Diwali and other occasions. Canvas8 spoke to eight people across the country to find out their takes on gift-giving, festive meals and shared entertainment.

How are Britons celebrating special occasions?

With the US government passing legislation in 2024 that would force the China-based owners of TikTok to sell the app, there’s a strong possibility that the entertainment-come-shopping platform could be banned. How might this risk the health of small businesses and drastically alter trend cycles?

How would a US TikTok ban impact social shopping habits?

Research has found that most infant and toddler foods sold in Australia fail to meet the WHO’s nutritional standards. As young parents have to navigate an overwhelming information landscape, brand credibility and trust will factor into their purchase decisions more saliently than ever.

Aussie parents faced with misinformation on baby food

As people grapple with a prolonged cost of living crisis, they’re continuously reconsidering their budgets and the ability to make them go further. Some are searching for cheaper ways to splurge and treat themselves, causing a shift in traditional notions and processes around luxury purchases.

Cheap Splurges

With an ever-expanding choice of products and retailers, people want shopping to be more than just a necessity or entertainment – many are viewing it as an activity that grounds them in the fast-paced and turbulent world. While some reach for tangible objects as a source of emotional comfort, others are using online and in-person shopping to connect with like-minded peers.

Purchase Communities

Why are city stores becoming third spaces, culture hubs, and peaceful sanctuaries? What drives how people spend on holidays, milestones, and cultural moments? Why are people seeking lasting emotional comfort from their purchases? Will cost-effective shopping change luxury for good?

Shopping Sector Snapshot: August 2024

Cultural shifts and economic challenges are driving a change in spending for holidays, milestones, and cultural moments. People are becoming more sceptical of occasions and promotions that are seen as purely for profit or outdated in terms of cultural attitudes. The appeal of coming together to celebrate, however, remains evergreen.

Celebration Shopping

From multi-store grocery shopping to shrinking living spaces, people are looking for brands to better cater to shifts in urban living. City centres can be exhilarating at best or overwhelming and anxiety-inducing at worst. In turn, retail spaces can act as accessible hubs to engage with local culture or offer a peaceful moment to relax and reset away from the hustle and bustle.




City Commerce 

Sinéad O’Dwyer’s SS25 showcase at Copenhagen Fashion Week has made headlines for its boundary-pushing commitment to equity on the runway. As inclusion efforts seem to have taken a backseat in the fashion world, the brand offers a blueprint on how to resonate with representation-hungry customers.

Sinéad O’Dwyer moves the needle on inclusive fashion

As Americans struggle to make ends meet, credit card balances are skyrocketing, with young spenders falling into delinquency at higher rates. While an inflationary economy has eased, many young Americans are still struggling to keep afloat and risking their economic future to do so.

Young Americans fall behind on credit card payments

The Mid-Autumn Festival's influence stretches globally, touching billions of people of Chinese descent. Specifically, Southeast Asia houses the largest concentration of China's diaspora. What do the region’s localised celebrations of the event look like, and how can brands connect with its citizens?

How have Southeast Asians localised the Mid-Autumn Festival?

The user base for ingredient scanning app Yuka is growing, but it’s attracting criticism around its reliability. As the wellness boom continues, health buffs are turning to alternative sources of authority, but there’s a need for brands to foreground a balanced, science-backed approach.

Yuka app gains traction with health-conscious shoppers

’Tis the season to gift, browse, and shop. Aussies haven’t lost any appetite for the Christmas season as a majority of the country continues to celebrate despite rising costs of living, spending most of their time and money with family. How can brands tap into the country’s holiday spirit?

How are Aussies shopping for Christmas?

Due to community feedback, The Ordinary is expanding into a new body care product category. The new line features affordable, ingredient-focused products. Building on its trusted reputation of straightforward education and accessibility, the brand has also found success on TikTok.

The Ordinary expands reach with body care on TikTok Shop

As more Chinese women advance in their careers, many are splurging on themselves. More than just shopping, these purchases are forms of self-care and self-discovery. In 2024, a ‘she-economy’ is rising in the country, with brands specifically targeting women and their new wants and needs.

Exploring China’s surging she-economy

Nibble AI, a chatbot that haggles with customers on behalf of online shopping platforms, has gained notoriety across the internet for the novelty of getting savings from a chatbot. This points to a growing gamification of shopping experiences via AI, as money worries push shoppers to deal hunt.

Nibble AI changes sales culture with haggling chatbot

Warner Bros., Roblox, and Fandango have teamed up to launch a virtual box office for the upcoming Beetlejuice sequel inside of the online gaming platform. Brands are moving onto gamified platforms to reach younger audiences, providing shopping experiences that bring together the physical and virtual.

Warner Bros. taps Roblox to reach new Beetlejuice fans

Anti-immigration violence in the UK has significantly impacted high streets, with local small businesses bearing the brunt of the damage. In the face of fragmentation, brands have the opportunity to make their values clear and help local communities repair and heal their streets. 

Far-right riots highlight need to rebuild community

With an unpredictable economic climate and a divisive election looming large, the 2024 holiday season is full of uncertainty – yet retailers’ profits depend on December as a bumper month. So, what do Americans want from in-store experiences, and how can brands meet their holiday expectations?

What do Americans want from in-store festive shopping?

Despite calls to de-stigmatise menopause, many women lack basic knowledge of its symptoms, let alone confidence to talk about it openly. Addressing this, Morrissons has unveiled dedicated bays to raise awareness of menopausal symptoms and offer women experiencing them targeted products.

Morrisons targets knowledge-gap with menopause campaign

Currys is looking to make shopping more accessible for customers with disabilities through a new app that allows people to pre-register specific requirements before a store visit. Demonstrating increasing awareness of disability needs, Currys' personalised approach speaks to changing expectations.

Currys supports inclusive shopping with assistive tech

Credit Karma reports that US Gen Zers continue to be influenced by social media when it comes to overconsumption, but they’re also resisting the allure of influencer-driven purchases. As brands navigate these tensions, there’s an opportunity to invest in non-paid UGC to drive long-lasting loyalty.

Young Americans fight back against overconsumption

Due to changes in price and fashion trends, younger generations in India are changing how they look at gold jewellery. They prefer minimal, stylish, low-carat designs over traditional heavy pieces meant for investment. What can brands learn from this shift, and where is this change headed?

Why do Indian Gen Y and Z want minimalist gold jewellery?

Social media is increasingly becoming a key channel for driving Gen Z purchases, as more platforms offer a one-click shopping experience that doesn't require leaving the app. With high expectations for seamless and convenient shopping, one-stop shopping experiences win favor with this cohort.

Study shows social media drives Gen Z retail behaviours

Chinese collectible toy retailer Pop Mart has opened its fourth store in Paris at the Louvre. As the blind box frenzy hits European shores, character goods lovers are seeking out immersive retail experiences that bring the joys of kidulting to life and enrich their engagement with IP worlds.

Pop Mart’s Louvre store sets sights on European kidults

With two incomes and no kids to spend their cash on, DINKs can splurge how they like – whether that’s on vacations, fancy dinners, or lavished pets. Christmas is an ideal time for brands to capture this group’s attention, but how can they appeal to their expectations and interests?

How can brands tap into DINKs' festive spending habits?

Thrifting is becoming more popular in Japan, driven by the rising cost of goods, weakening yen, and shifting attitudes towards sustainability. With the fashion industry among the top polluters worldwide, brands face new challenges to meet the needs of fashionable but price- and eco-conscious youths.

Behind the sustained rise of thrifting in Japan

Conversations around AI are often derailed by an existential fear that this fast-developing technology will engender a global catastrophe. Canvas8 spoke to Henry Coutinho-Mason about resisting the lure of the extreme when imagining the future of human-centred innovation.

Henry Coutinho-Mason on the future of consumer trends

Fast fashion giant SHEIN will open its first pop-up in Johannesburg, offering audiences serendipitous encounters with fellow brand fans. Even as digital-first brands nurture digital communities, the power of IRL activations offers a chance for deeper engagement and brand discovery.

SHEIN hosts curated exhibition pop-up to court fans IRL

Increasing awareness, economic independence for women, and a celebrity maternity culture are making pregnancy ‘cool’ in India, leading to tremendous growth in the maternity products and services market. What does this mean for brands looking to break into the country’s health and wellness sector?

How maternity products are changing India’s pregnancy landscape

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

Japan’s favourite flea market app, Mercari, is hitting multiple birds with one stone. Its website offers second-hand items to the masses and is an outlet for the Japanese people’s stockpiling behaviour – all while innovating with crypto and becoming the government’s aid to recycling waste.

How Mercari helps Japanese people declutter their lives and homes

The US economy may be performing well, but at a more domestic level, many families continue to feel financial strain. With the pressure of back-to-school purchasing heating up, Dollar General has rolled out generous discounts on a range of its products designed for both pupils and teachers.

Dollar General relieves back-to-school shopping anxiety

Research has found that a third of Australians will begin their holiday shopping before October, and one in ten will start before July. However, the bigger challenge for brands will be how they appear at the varying touchpoints at which Aussies like to start their shopping journeys.

People, not just brands, are planning Christmas in July

Costco has begun selling an apocalypse-ready emergency bucket stocked with meals that last over two decades in preparation for emergencies. As the future becomes more uncertain amid heightened social tensions, people are looking for tools to give them feelings of long-term security.

Costco's doomsday buckets signal desire for preparedness

Gucci's cultural initiative aims to pay tribute to the heritage of Korean culture by spotlighting the work of those who have brought local arts to a global stage. Luxury brands are localising their strategies, appealing to a growing group of shoppers in the world's largest luxury market.

Gucci’s new cultural project to celebrate Korean Arts

Lululemon is being taken to court as part of a class action lawsuit that claims the brand is greenwashing. This case highlights not only the expectation for brands to contribute positively to the climate crisis but also for these efforts to be transparent and authentic.

Lululemon taken to court in greenwashing case

The White Company has become one of Britain's go-to concept stores thanks to its curated minimalist aesthetic and clear messaging. By harnessing the power of off- and online marketing, it’s become the brand of choice for lifestyle shoppers who favour simplicity and a strong brand identity.

How The White Company is building on lifestyle branding

Shopping

People expect in-person retail to offer something extraordinary

Many people are keen to return to stores in their communities. But in exchange for a trip to the high street, they expect shopping experiences to be far more exciting than before. With joy, social interaction, and sensory stimulation all high on their list, people also want shops to blend the best of innovative online retail with bricks-and-mortar.