The new year is a time to reflect on the past 12 months and use what we’ve learned to inform how we move forward in 2024. After closing out yet another year marked by persistent inflation and economic uncertainty, resilience is emerging as a defining customer attribute that brands and retailers should take note of.  

The 84.51° Consumer Digest 2023 year-end report, Adapting with resilience: The new customer paradigm, reveals that this past year shoppers modified their habits and found new ways to save to help them navigate the changing economic landscape on their own terms. They showed flexibility, resilience and resolve as they sought to stretch their budgets while keeping personal preferences and priorities intact. And those same attributes are revealing optimism as they head into 2024. 

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