Predictions 2024: Retail

October 25th, 2023

Sucharita Kodali VP, Principal Analyst

Brendan Witcher VP, Principal Analyst

Lauren Cevallos Analyst

With contributors:

Fiona Swerdlow , Taylor Hansen , Nicole Lesperance

Summary

In 2024, retail will face a number of challenges ranging from store theft to culture wars to the necessity of having generous return policies. Additionally, retailers must grapple with deciding which technology investments to prioritize, from augmented reality (AR) and virtual reality (VR) to “keep the lights on” (i.e., essential) items. We expect these headwinds to make growth and profitability difficult in the year ahead.

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