Following the “Great Recession” of 2009, consumers are living in the “new normal”.  Here are some of the changes facing consumers and retailers in 2010.

節儉

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 產品評等網站 to read other users’ product ratings and to compare prices and functionality.

American consumers tend to increasingly seek to enhance their wellness without the help of a medical professional. 有機零售店 儘管肥胖症流行，但這些趨勢已變得更加主流。.

重新定義消費主義和價值觀

The American consumers analysis shows that the attitudes toward ravenous consumerism has changed.  According to one survey, 75% of respondents mentioned they would rather spend more time with family than make more money.

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.

實體店並非對所有零售商都消亡

While brick-and-mortar shopping malls and video stores have declined, retail banks and specialty stores (e.g. 蘋果商店 實體店（例如索尼商店）對消費者仍然很重要。但網上購物和本地零售商的重要性日益凸顯。.

新的消費趨勢正在湧現，例如城市地區的線上雜貨購物。.

Retailers are finding new ways to be relevant to consumers 

先進的數位看板正成為零售商推廣促銷活動和追蹤店內行銷成效的一種方式。 point of purchase advertising 以及訊息傳遞。.

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