Earnest Analytics

Gen Z shoppers are turning to Chinese marketplaces this holiday season in search of bargains. "28% of SHEIN shoppers also bought items from TikTok Shop, according to Earnest Analytics," reports Tatiana Walk-Morris of Retail Dive. Full article here > https://lnkd.in/evnM26rf

Fortune 500 CPG brands like Campbell's use Earnest to make better decisions through data. Learn more about Earnest's datasets: https://lnkd.in/emSJCHkU

"U.S. consumers have become more enamored with the offerings on TikTok Shop than on fast-fashion platform Shein," reports the Sourcing Journal, citing The New Consumer's latest report powered by Earnest data. Full article: https://lnkd.in/eciKz2JB

High-income shoppers (those making $150k+) have been the slowest growing cohort of holiday shoppers every year since 2021. More on 2024 holiday spending by income bracket: https://lnkd.in/egJ4dcvu

"Fashion and Beauty need to prepare for a TikTok ban," writes The Business of Fashion, citing TikTok Shop sales data from Earnest Analytics. Read the article >> https://lnkd.in/eKQusq3C

We're excited to announce the launch of Earnest Customer Groups! Customer Groups incorporate spending patterns, household demographics, and psychographics, allowing clients deeper analyses of specific cohorts. Learn more: https://lnkd.in/egQRddEi See Customer Groups in action: https://lnkd.in/egp9tQ8h

It's here! My new Consumer Trends 2025 report, my latest collaboration with Coefficient Capital. 107 slides for your inspiration. A few highlights: • TikTok Shop is HUGE — already bigger than SEPHORA and SHEIN in terms of US consumer spending, according to credit/debit card data from Earnest Analytics. • We found something Republicans and Democrats agree on! Most Americans, regardless of political party, believe the US Government should regulate ultra-processed foods. (Even though relatively few people know what they are...) That's according to our latest Toluna survey of more than 3,000 US consumers. • People LOVE Amazon. 83% of Americans aware of Amazon have a favorable perception of it. And only ~1/3 of Amazon shoppers said they'd be fine if Amazon disappeared tomorrow. Thank you as always for the continued collaboration Franklin Isacson, Andrew Goletka, Arpon Ray, Anna Whiteman, Caroline Lippman, Helen L., Jimson Mullakary, CPA, Julia Sun — our 11th report in five years! More to come in future posts. Enjoy! And leave a comment if you'd like me to DM you a direct link to the report.

"In the first half of November, Chinese-backed shopping platforms surpassed their US rivals in terms of sales growth, according to data from Earnest Analytics," reports South China Morning Post SCMP. Despite this, Chinese sellers struggled to turn a profit this Black Friday season, citing fierce competition and narrowing margins. Full article > https://lnkd.in/e5Qh-4Vw

Holiday consumer spending grew 0.1% YoY between November 1st and December 4th according to Earnest credit card data. This marks a deceleration from 2023, which had notched 1.1% YoY growth by this time. Read the full mid-holiday report >> https://lnkd.in/e2CGMpWn

Getting ready to launch our next #ConsumerTrends report this week with Coefficient Capital. Can anyone guess the merchant that's growing like crazy in this chart? Stay tuned... Data via Earnest Analytics. cc: Anna Whiteman Franklin Isacson Andrew Goletka Arpon Ray Caroline Lippman Helen L. Michael Maloof The New Consumer