US Consumers in 2025: What’s in Store for Retailers?

July 2016

The US is undergoing socioeconomic and demographic changes that will reshape its consumers. In 2025, more Americans will live in urban areas. More households will be without children. The population will be more diverse and older. Income will be almost evenly divided among Baby Boomers, Generation X and Millennials, but overall, the wealthiest 10% of households will control most of it. This report will examine how retailers can adapt to the changes in the US consumer base.

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The US consumer will be different in 2020

The US is undergoing socioeconomic and demographic changes that will reshape its consumers when it comes to urbanisation, household composition, ethnicity, demographics and income.

Survey results highlight interesting findings

According to Euromonitor International’s Consumer Trends Survey from 2015, people still like to shop, but are always looking out for a bargain. Loyalty programmes are more important for wealthy households than the average household. Emerging marketing types, such as social media and celebrity endorsements, resonate more with 15-29 year-olds.

Retailers may want to bear these behaviours in mind

While it is difficult to predict the future of consumer behaviour, the results from Euromonitor’s survey point to key shopper behaviours that may be long lasting. It will be important to take these behaviours into consideration when planning for the future.




Key findings

US consumers in 2025

27% of Americans will live in the 10 largest metro areas
Households without children will grow the fastest
The US will be more diverse
The rise of the Millennial and Generation Z cohorts
Millennials will account for 30% of gross income
Income inequality will persist

Shopping Preferences in 2015

Who enjoys the shopping experience?
Shopping centres are evolving
Everyone loves a bargain!
Some of the fastest growing brands are value based
Loyalty programmes are important to high-income households
Neiman Marcus finds success with its InCircle loyalty programme
15-29 year-olds more influenced by emerging marketing platforms
Shop Jeen knows social media

Key Takeaways

The US consumer will be different in 2025
What will future US shoppers do?


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