CONSUMER BEHAVIOR & TRENDS

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Many categories in US retail have been challenged in recent years, but fragrance isn’t one of them.

The segment has continued to pass the smell test with consumers, seeing positive dollar and unit sales across both mass and luxury in the first half of 2026, according to Circana. Retailers and brands are taking note: Ulta Beauty CEO Kecia Steelman last month highlighted the category as a “growth driver,” while Gap and Victoria’s Secret and labels like Tommy Hilfiger and Valentino have doubled down on fragrance this year.

Fragrance giant Interparfums has seen this demand firsthand, particularly in the US. The company, which develops fragrances for fashion brands like Coach, Lacoste, DKNY, GUESS, and Kate Spade, and retailers like Hollister and Abercrombie & Fitch, reported last month its US sales soared 18% in the second quarter. And it’s heading into a major year in 2027, with six of its largest brands, including Coach, Montblanc, and Jimmy Choo, planning “blockbuster” launches, along with its first launches from new licenses with Longchamp and Off-White, CEO and Chair Jean Madar told Retail Brew.

Madar, who co-founded Interparfums in 1992, has seen the segment evolve rapidly in the US in recent years: The company’s e-commerce business grew 30%–40% in the first half of the year, signaling a major shift in how consumers are shopping for scents. Madar shared how the company is adjusting to the changing landscape.

Keep reading here.—EC

      

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A small-but-telling behavioral stat: Roku viewers are 118x more likely to press OK on their remote than scan a QR code, and ads with a clear voiceover prompt to do so see a 20% higher response rate. And that’s just a taste of the key info you might not have had without Roku Ads Manager’s guide.

Give it a read.

STORES

Academy Sports/Ariat

Academy Sports + Outdoors is giving Ariat a lot more room to stretch its legs. The sporting goods retailer is rolling out 200 dedicated Ariat in-store shops this fall, expanding on a relationship between the two companies that dates back 20 years.

The spaces will bring together Ariat footwear, apparel, and accessories in branded environments customized to fit individual Academy stores. While Ariat has long been an important part of Academy’s work boot range, the same can’t be said for its apparel, per Matt McCabe, EVP and chief merchandising officer at Academy.

Keep reading here.—JS

      

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Before they click “buy.” The purchase decision is moving into a fundamentally different environment. People are deciding to buy something in a DM or a group chat before they even see an ad for it. Snapchat’s Sid Malhotra discusses the cost of playing it safe and what marketers should know about this evolved landscape. Read on.

RETAIL

Costco

Groceryshop hits Las Vegas this week, and Retail Brew is dropping in to track all the biggest trends at grocers. The big themes on the agenda this year include the AI-powered shopping experience, unified commerce and omnichannel marketing strategies, and retail media opportunities and challenges. On deck to speak are industry leaders such as Instacart CEO Chris Rogers, Kroger Chief Digital Officer Yael Cosset, and Sam’s Club Chief Merchant Myron Frazier, to name just three of the 150 executives and experts in attendance.

Here’s what else is going on in retail this week:

In earnings: Reporting well after its big box peers, Costco Wholesale is releasing its latest quarterly earnings on Thursday. The membership store’s Q3 showed 11.6% growth in net sales, and 9.8% in comparable sales. Last week, the company also announced that it’s expanding its partnership with Uber to 47 states, up from 17, with nearly 600 locations offering delivery through the service.

Keep reading here.—AV

      

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Ready for checkout. When a payment fails, 39% of fashion shoppers give up on the purchase, and 22% go straight to a competitor. This report from ACI Worldwide, backed by 2026 consumer data, shows the impact of payments on the shopper experience, how people move between channels, and much more. Learn more.

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Today’s top retail reads.

Red pull: Kroger isn’t commenting on why it has removed Red Bull from shelves, but CEO Greg Foran said recently that the company would not accept vendors “using inflation” to justify higher prices. (USA Today)

Frozen chosen: During the cyclospora outbreak, grocery stores’ unit sales for fresh produce fell 6.7% in August YoY, while frozen fruit and vegetables rose 5.6%. (Grocery Dive)

Toy story: Toys “R” Us is opening 120 additional standalone stores in advance of the holiday shopping season, bringing its total to 160. (People)

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