Consumer Trends
The best of Consumer Trends 2025
Key threads and the best charts from my new report with Coefficient Capital.
By Dan Frommer on Saturday, December 14, 2024 at 8:00 am
Hello hello! It’s Dan Frommer, back with The New Consumer.
Thank you for all the nice notes on the Consumer Trends 2025 report I launched this week with Coefficient Capital. Feel free to share those slides widely. Today in the newsletter: My director’s commentary of the key threads and best charts.
I’m grateful for the coverage and links from Axios’s Felix Salmon, Feed Me’s Emily Sundberg, and Panera founder Ron Shaich, among others. And my wife Lauren even invited me onto her Puck podcast, Fashion People, to discuss those wild TikTok Shop charts — household synergy!
A special thanks to members who joined for our launch party at Coefficient’s office in the Flatiron. You’ve already inspired us with a bunch of ideas for future reports. And stay tuned for a Consumer Trends Beauty Special in mid-January.
This trip was more eventful than usual, including checking off a major box on my NYC bingo card: Trapped on the Subway for 2.5 hours (!) on Wednesday evening, with no cell service or ventilation, eventually getting evacuated by emergency exit. Fortunately I made it to Williamsburg in time for the Four Horsemen cookbook tour finale at Pilgrim Surf + Supply, a neat collab between two of my all-time favorites.
I also had another fun stay at the Ace Hotel Brooklyn, which lets me cosplay enough of my old neighborhood life while having a genuinely great lobby bar, ample in-room hooks, fast wifi, and functional HVAC thermostats. There are a lot of hotels that think they’re better designed than they actually are, and there are a lot of hotels with a weird idea of what’s cool. The Ace is getting the balance right with these newer builds like Brooklyn and Kyoto. Thank you for the hospitality!
And I’ll be back soon: On Jan. 13, I’ll be presenting fresh Consumer Trends and interviewing Rare Beauty CMO Katie Welch at the NRF Big Show — join us!
Next I’m off to Tokyo for my annual year-end week of research, meetings, and year-ahead planning. More soon!
1. TikTok Shop is huge. Will it survive?
Has an e-commerce business ever grown this quickly? Americans continue to spend more and more on TikTok Shop, the marketplace that TikTok has successfully bolted onto its video entertainment platform.
For a sense: After launching in September 2023, TikTok Shop is now bigger in the US than Sephora, Shein, and old-school home shopping networks QVC & HSN, according to Q3 consumer credit and debit card spending data supplied by Earnest Analytics.
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Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.
I’m a longtime tech and business journalist, and I’m excited to focus my attention on how technology continues to profoundly change how things are created, experienced, bought, and sold. The New Consumer is supported by your membership — join now to receive my reporting, analysis, and commentary directly in your inbox, via my member-exclusive newsletter. Thanks in advance.