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FEBRUARY 17, 2026 |
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In this edition: |
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TOP STORY |
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Creator marketing has evolved from a nice-to-have resource for generating buzz to an essential part of a retailer’s commerce strategy. Gap Inc. serves as a prime example. |
“It's becoming very clear that creators are not just seen as a way to reach consumers and engage with them,” said EMARKETER senior analyst Minda Smiley in a session at last week's virtual Creator summit. “They are increasingly being used across the full funnel and increasingly being used in a shopping context, [and] in a commerce context.” |
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IN THE NEWS |
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Why CPG brands are raising and cutting prices at the same time. Pressure from rising expenses and cost-conscious consumers is forcing consumer-goods companies into split pricing strategies. |
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Resales’s share of fashion spending continues to grow. Resale’s share of US apparel, accessories, and footwear spending accounted for over 10% of dollar sales in January following a surge at the end of 2025, according to an analysis by Consumer Edge. |
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A sharp value proposition will separate restaurant winners from losers. Restaurant prices were up 4% YoY in January, per the US Labor Department, prompting diners to be more selective about when and where they eat out. |
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ANALYSIS |
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In 2026, marketing experts say creators will operate more like businesses than talent, prioritizing sustainable partnerships over scattered brand deals. |
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“Creator marketing will finally confront the identity crisis it’s been deferring for years,” said Tom Burke, CEO of AtData. “Creators who can prove they influence real humans will become premium inventory. The rest will face a reckoning.” |
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QUIZ |
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How many global 90-day active users does the McDonald’s loyalty app have? |
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A) 10 million B) 210 million C) 410 million D) 610 million |
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