Category trends
Brands have taken a big hit over the last year, experiencing declines in units sold, store trips, and dollars spent across several categories. These are just a few notable trends we’ve seen in our data:
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Electronics
As consumers look to stretch their budgets further than ever, the electronics category has seen a 20% decrease in units sold year over year.
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Apparel
Financial pressure affects apparel spending, as consumers typically resort to thrifting, sales shopping, and more. As shoppers use various money saving tactics, spending on the category has seen a 55% decrease year over year.
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Toys and games
As one of the first discretionary spending categories typically cut from budgets, store trips for toys and games decreased by 13% year over year.
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Personal care
Consumers experiencing the pressure of rising prices have cut spending on a variety of categories, including personal care. Spending for the category decreased by 12% year over year.
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Household essentials
When money is tight, consumers look to save money on even the most essential products. Units sold decreased by 14% year over year for the household essentials category.
Electronics
As consumers look to stretch their budgets further than ever, the electronics category has seen a 20% decrease in units sold year over year.
Apparel
Financial pressure affects apparel spending, as consumers typically resort to thrifting, sales shopping, and more. As shoppers use various money saving tactics, spending on the category has seen a 55% decrease year over year.
Toys and games
As one of the first discretionary spending categories typically cut from budgets, store trips for toys and games decreased by 13% year over year.
Personal care
Consumers experiencing the pressure of rising prices have cut spending on a variety of categories, including personal care. Spending for the category decreased by 12% year over year.
Household essentials
When money is tight, consumers look to save money on even the most essential products. Units sold decreased by 14% year over year for the household essentials category.
Drive incremental lift
According to a recent consumer survey, 35% of electronics shoppers say that cash back rewards enabled them to purchase more of a product. Read more about this impact and how a brand saw a 152% incremental lift in unit sales.
See the case studyGain market share
By leveraging the IPN to enhance its promotional strategy, this leading toy brand distinguished itself in a highly competitive market. See how they boosted their market share by 5.4 points and maintained success within a saturated industry.
![GM-Playbook-incremental-lift-[copy]-1](https://ipn.ibotta.com/hubfs/GM-Playbook-incremental-lift-%5Bcopy%5D-1.gif)
Boost sales volume
While overall unit movement is down year over year across all categories, brands see a significant volume lift with the IPN. See how this brand saw an 88% incremental unit lift while activating on the IPN.
See the case studyIncrease sales velocity
With spend down significantly year over year in the apparel category, brands are looking to increase velocity. See how this apparel company sustained a 120% lift following a campaign on the IPN.
See the case study
Maximize basket size
The home essentials category is seeing a decline in units sold year over year. Learn how one home improvement brand was able to counteract this trend by engaging new-to-brand shoppers and competitive switchers in order to increase in basket size.
See the case study2024 State of Spend
Explore the latest trends in consumer spending behaviors in our survey of more than 5,000 grocery shoppers and 400 marketers.
View the full report
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