继 2009 年“大衰退”之后，消费者正处于“新常态”。以下是 2010 年消费者和零售商面临的一些变化。

节俭

Consumers are spending less. Coupons, private-labeled goods, loyalty rewards cards, products in bulk, self-service, and discount stores are increasingly part of the consumer’s protection against financial worries. Deflation in prices is a fear among retailers.

Consumers are both more educated and risk-averse when purchasing products.  They use 产品评级网站 阅读其他用户的产品评级并比较价格和功能。

美国消费者越来越倾向于在没有医疗专业人士帮助的情况下增进自己的健康。 有机零售店 尽管肥胖症疫情依然严峻，但已变得越来越主流。

重新定义消费主义和价值观

美国消费者分析显示，人们对贪婪消费主义的态度已经发生改变。一项调查显示，75%的受访者表示，他们宁愿花更多时间陪伴家人，也不愿赚更多钱。

Consumers are increasingly pressured to pay off debt and consume only necessary products, instead of continue past consumption habits.

Increasingly, consumers want to know about product sustainability and the origin of goods.  Locally produced goods are increasingly becoming a fixture in supermarkets.

并非所有零售商都会面临实体店消亡

虽然实体购物中心和音像店已经衰落，但零售银行和专卖店（例如 苹果商店 and Sony Store) are still relevant to consumers. Online shopping and local retailers are gaining more importance.

新的消费趋势正在出现，例如城市地区的网上杂货店购物。

Retailers are finding new ways to be relevant to consumers 

先进的数字标牌正在成为零售商推广优惠和追踪店内销售效果的一种方式 购买点广告 和消息传递。

“Nostalgia marketing” is a rising trend, particularly with products targeted toward Baby Boomers. Marketers are creating goods emphasizing emotional connections to meaningful symbols.