This page contains 4 reports highlighting key trends in influencer marketing and the evolving expectations of consumers and influencers. Food and drink content is the most popular, favored by 30% of consumers, followed by beauty at 26%. 67% of consumers prefer honest and unbiased collaborations. Entertainment value is ranked second at 48%, followed by educational content at 29%. Millennials, Gen X, and Baby Boomers prioritize authenticity and personal values, while Gen Z values follower count and quantifiable metrics.
Parents expect to spend an average of $475 per child compared to $390 last year on back-to-school shopping. The most popular retailers are still Walmart (46.4%), Amazon (35.4%), and Target (32.6%). About a quarter of parents have already started shopping, with others planning to begin in July (20%) or August (16.8%). Higher-income households are increasing their budgets the most despite inflation.