Trends Report

The State Of The US Consumer And Retail Subscriptions

June 22nd, 2023
Nicole Murgia, null
Nicole Murgia
With contributors:
Fiona Swerdlow , Taylor Hansen


A subscription-based model is an attractive option for retailers and brands to acquire and retain their customer base, grow their revenue, and optimize their digital experience. It’s a guaranteed customer and a recurring source of revenue, and it takes the guesswork out of the shopping experience for both the customer (e.g., automatic payment, purchases that simply show up on time) and the business (e.g., predictable revenue, inventory management). This report reviews Forrester’s data on the shopping behaviors and attitudes of US online adults regarding subscription services for physical products and media.

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