At Smiffy's, searches for Wicked-related costumes have surged 375% as cinema-goers plan pink-and-green looks, while Glinda and Elphaba searches are up around 400%. Sales of the brand's classic Wicked Witch costume have risen 49% in the past three months compared with the same period in 2023. Cynthia Erivo's nail artist, Shea Osei, told SumUp she has seen a 2025% rise in requests for Wicked-inspired designs after the viral holding space moment with Ariana Grande.
Gen X represents just 19% of the U.S. population but accounts for 31% of all retail spending, yet retailers seem to forget the significance of this generation. The powerhouse demographic of 45- to 60-year-olds is approaching peak earning years with $42 trillion in current household wealth and an estimated $1.4 trillion a year in inherited assets projected over the next decade.
