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MAY 12, 2026 |
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In this edition: |
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TOP STORY |
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Although the US economy is facing hard financial times due to rising gas prices and other headwinds, consumers expect to up their spending this summer, according to a Spring 2026 survey by Optimove Research. |
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Prices and discounting will be important factors for retailers to consider heading into the summer. Value retailers, especially, are watching how lower-income customers are adjusting to current conditions. Quality and brand remain top considerations for consumers. |
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IN THE NEWS |
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Household debt climbs as consumers struggle with rising prices. A growing share of consumers were already feeling stretched and turning to credit to make ends meet before the war in Iran drove up the cost of everything from gasoline and fertilizer to lettuce and lemons. |
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Gen Zers say they’re pulling back from TikTok Shop. Nearly two-thirds of Gen Zers (63%) say they have stopped buying products through TikTok Shop, according to Harris Poll data shared with EMARKETER. |
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Bob’s Discount Furniture outperforms weak housing market. Bob’s Discount Furniture defied sluggish category trends to deliver robust growth in Q1 2026, highlighting the advantages of its value model at a time when price is shoppers’ main consideration. |
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EMARKETER SUMMIT |
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Commerce media with Newell Brands, Horizon Commerce, Chobani, and PayPal Ads. Spring advertising forecasts from Sarah Marzano. Converged TV after the Upfronts with Hershey, Haleon, M+C Saatchi Performance, and Philo. AI sessions with Bayer, Mondelez, Seer Interactive, and Gist. Fireside chats with NBCUniversal and Digitas. |
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Thursday at City Winery NYC. One room. Every conversation moving 2026 ad dollars. Qualified brands attend free. Agencies discounted. Register now. |
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ANALYSIS |
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Esports and gaming creators represent two distinct but overlapping opportunities for marketers seeking to reach engaged audiences. US esports will reach 35.0 million viewers in 2026, while platforms like Twitch and YouTube Gaming have transformed individual streamers into influential brand partners. Yet confusion persists about how these ecosystems work, who the key players are, and how to evaluate partnership opportunities. This FAQ clarifies the esports and creator landscape for marketers planning 2026 strategies. |
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QUIZ |
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Hippeas, known for its chick pea puffs, is launching a new line of snacks with what distinct ingredient? |
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A) Ghost peppers B) Caffeine C) Plant-based protein D) Vitamin C |
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