The Impact of Global Economic Trends on Retail in 2024: Adaptation and Innovation in the UK and USA

January 24, 2024

As we delve into 2024, the retail sector in the UK and the USA is navigating a complex landscape shaped by global economic trends. Inflation, supply chain disruptions, and shifting consumer behaviors are just some of the challenges retailers are facing. Yet, amid these challenges, opportunities for innovation and adaptation are emerging, reshaping the retail experience.

Inflation and Consumer Spending

Inflation has been a key driver of change in retail. A poll by Boston Consulting Group (BCG) revealed that over 75% of UK consumers are concerned about inflation and recession. This economic anxiety has led to a cautious approach to spending, particularly on non-essential items. Despite these challenges, there are signs of recovery. The slowing down of inflation rates has started to see sales volumes return to growth in the food retail sector, with a predicted growth of 4 to 5% in 2024. Retailers are responding to this trend by enhancing value messaging and launching price-matching campaigns to attract customers​​. 

Embracing Artificial Intelligence

AI has become a cornerstone of retail strategy, particularly in personalization and enhancing customer journeys. The investment in AI and machine learning (ML) is expected to reach $24.1 billion by 2028. In 2024, these technologies are enabling retailers to provide more personalized and engaging experiences. From AI-powered shopping assistants to personalized recommendations, retailers are harnessing AI to elevate the brand experience and meet evolving consumer expectations​​​​.

Innovating In-Store Experiences and Recommerce

The in-store experience is undergoing a transformation. Retailers are investing in technologies that enhance customer interaction, like self-service checkouts and interactive displays. The rise of ecommerce – focusing on resale, repair, rental, and refill initiatives – is redefining retail business models. This shift is driven not only by sustainability initiatives but also as a new avenue for revenue generation. Retailers are strategically incorporating recommerce into their long-term plans, recognizing its potential as a profit driver​​.

The Growth of Retail Media Networks

Retail Media Networks (RMNs) are emerging as a significant trend. Leveraging first-party data, retailers are offering advertising opportunities to brands, creating a new high-margin revenue stream. This approach is becoming increasingly sophisticated and standardized, with more retailers expected to capitalize on this lucrative channel in 2024. The focus is shifting towards creating retail media strategies that drive not just immediate profits but also long-term customer value​​.

Addressing Challenges and Opportunities

The retail landscape in 2024 is one of contrasts, with challenges and opportunities coexisting. Retailers must remain agile and innovative to navigate the complexities of the global economic environment. The integration of technology in retail operations, the focus on sustainable and circular business models, and the creation of enhanced customer experiences are pivotal in adapting to the new retail reality.

Retailers are also exploring new business models and revenue streams to counteract the impact of economic pressures. The focus is on not just surviving the current economic climate but thriving by adopting strategies that are resilient, customer-centric, and forward-thinking.


The retail sector in 2024 is a testament to the industry's resilience and adaptability. Facing global economic trends head-on, retailers in the UK and the USA are innovating and transforming their operations. From embracing AI and enhancing in-store experiences to capitalizing on recommerce and retail media networks, the sector is redefining what it means to be successful in retail. As retailers continue to adapt and innovate, they are setting the stage for a more dynamic, responsive, and sustainable future in retail.

Image: FreePik

Want to find out how Vertex can help you?

Get in touch with one of our consultants today!
Get In Touch

Latest Updates

View All