"Despite economic turbulence throughout 2025, American consumers never stopped spending. Holiday e-commerce set records, with Cyber Monday reaching $14.3 billion in sales, up 7.1% year-over-year, according to Adobe Analytics data cited in a comprehensive new report from The New Consumer, founded by longtime business journalist Dan Frommer, and venture firm Coefficient Capital."
"The Consumer Trends 2026 report, based on proprietary surveys of over 3,000 Americans conducted in November 2025, reveals a consumer landscape being reshaped by five transformational forces: the creator economy's maturation into a commerce powerhouse, GLP-1 medications revolutionizing health spending, longevity optimization becoming mainstream, wealth polarization creating "two Americas," and AI-driven personalization accelerating across categories."
"The creator economy has evolved far beyond influencer marketing into a genuine economic force. The numbers are striking: 45% of Gen Z and Millennials now consider themselves content creators, with 40% expressing strong interest in pursuing it as a full-time career. "Digital content creators and influencers are an economic force, including entertainment and, increasingly, commerce and brands," the report states. The research reveals that creator-led brands enjoy significant structural advantages, with average Instagram followings of 1.1 million in the food and beverage category compared to 391,000 for top non-creator brands."
Holiday e-commerce set records with Cyber Monday reaching $14.3 billion in sales, up 7.1% year-over-year. Proprietary surveys of over 3,000 Americans conducted in November 2025 identify five transformational forces reshaping consumer behavior: the creator economy's maturation into commerce, GLP-1 medications revolutionizing health spending, mainstream adoption of longevity optimization, wealth polarization creating "two Americas," and accelerating AI-driven personalization across categories. Forty-five percent of Gen Z and Millennials identify as content creators and 40% express interest in pursuing it full-time. Creator-led brands show structural advantages, with average Instagram followings of 1.1 million in food and beverage versus 391,000 for top non-creator brands. TikTok Shop emerged as a breakout commerce platform.
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