Research Insights
The Medill Spiegel Research Center investigates how customer engagement with brands correlates with purchase behavior. Explore our insights and findings now.

What Moms (and Shoppers) Want in 2025
Executive Summary: Based on April 2025 data from Prosper Insights & Analytics, and in cooperation with the National Retail Federation (NRF), we present planned Mother’s

New Book by Retail Analytics Council Offers a Roadmap for Building Consumer Preference in the Digital Age
Retail has never stood still, but the pace of change in recent years, driven by the rise of e-commerce and reshaped by the pandemic, has

Research Reveals Media Synergy is the Sweet Spot
At the 2025 AUDIENCExSCIENCE conference, hosted by the Advertising Research Foundation (ARF) on March 25–26 in New York City, leaders in advertising, media, and data

Despite Tradition, Easter Shoppers Prioritize Sweet Treats Over Sentimental Staples
Executive Summary: Prosper Insights & Analytics, in cooperation with the National Retail Federation (NRF), has been surveying consumers for over 20 years on their seasonal

Gen-Z, Millennials, and Gen-X drive St. Patrick’s Day Spending
Executive Summary: St. Patrick’s Day emerges as a flourishing American celebration, gaining popularity and showcasing notable trends in consumer behavior. The latest Prosper Insights &

Valentine’s Day Evolves with Fewer Romantic Celebrations, More Family-Centered Traditions
Executive Summary: Valentine’s Day has long been associated with romance, but recent trends suggest that its focus and participation are shifting. Fewer people celebrate with

Super Bowl LIX From Tailgates to Retail Trends
Super Bowl LIX From Tailgates to Retail Trends By Dr. Martin Block, Professor Emeritus, Northwestern University, Retail Analytics Council Executive Summary: The Super Bowl continues

AI’s Rapid Growth Limited to the Young and Affluent; Trust and Privacy Issues Remain
AI’s Rapid Growth Limited to the Young and Affluent; Trust and Privacy Issues Remain By Dr. Martin Block, Professor Emeritus, Northwestern University, Retail Analytics Council

Unwrapping Holiday Shopping 2024
Unwrapping Holiday Shopping 2024 By Dr. Martin Block, Professor Emeritus, Northwestern University, Retail Analytics Council A recent survey provides insight into how prepared shoppers were by

Thanksgiving and Black Friday: Trends and Traditions
Executive Summary: This report explores consumer behavior and trends surrounding the Thanksgiving and Black Friday holiday shopping events based on the November 2024 Prosper Insights

Winter Holidays and Shopping Trends: Insights from October 2024 Data
Executive Summary: This article presents key findings from the October 2024 Prosper Insights & Analytics survey (n=8,191), focusing on early holiday celebration plans, spending behavior,

This Halloween Consumers Aren’t Scared of Inflation
Executive Summary: Halloween remains a key retail event in the United States, attracting millions of consumers and generating significant economic activity through costume purchases, decorations,

What Retailers Need to Know about Back-to-School and College Spending
Executive Summary: As the back-to-school and college shopping season unfolds, new survey data sheds light on consumer spending trends and behaviors for 2024. This year,

Customer Preferences in Retail: Private Labels and Brand Loyalty
Executive Summary: This article examines the impact of private labels and consumer brand preference on retail, utilizing data from Prosper Insights & Analytics across various

Retail Trends Among Hispanic Consumers
Executive Summary: The Hispanic population in the U.S. shows unique demographic trends and behaviors, significantly influencing household dynamics, spending habits, and media consumption, which are

Retail Trends, Spending, and July Fourth Celebratory Patterns
Executive Summary: The Fourth of July is the second most popular American holiday, following only Christmas. Key highlights include: 87.2% of respondents celebrate the Fourth

Retail Trends, Spending, and Father’s Day Celebratory Patterns
Executive Summary: Father’s Day, observed on Sunday, June 16, 2024, is the sixth most popular American holiday, surpassing Halloween but trailing behind the Super Bowl.

Retail Trends and Spending for Memorial Day and Graduation
Executive Summary: Memorial Day and graduation celebrations significantly influence consumer behavior, with many adults participating in related activities and spending. Participation in Memorial Day sales

Retail Membership Clubs: Part Two
Executive Summary: Retail Membership Clubs: Part Two delves deeper into the landscape of retail membership clubs, building upon the analysis presented in Part One. The

Retail Trends, Spending, and Mother’s Day Celebratory Patterns
Executive Summary: While Mother’s Day celebration rates have shown stability over the years, there have been notable shifts in spending preferences, with a growing emphasis