Retail Brew // Morning Brew // Update
Retailers compete with Prime Day on length.

It’s Tuesday, and Adobe Analytics is predicting a record number of shoppers will take out buy now, pay later (BNPL) loans for Prime Day. And just in time, FICO is rolling out a new model that factors short-term loans such as BNPL into consumer credit scores.

In today’s edition:

—Vidhi Choudhary, Alex Vuocolo, Katie Hicks

E-COMMERCE

Background of shopping carts

Tanja Ivanova/Getty Images

Amazon Prime Day is finally here and so is the online summer shopping frenzy. This year, big box retailers are stretching out their sales events alongside an extended version of Prime Day.

For the first time Amazon is hosting a four-day Prime summer event from July 8–11. Prime Day usually lasts two days—last year it ran from July 16–17. Walmart is also hosting its Walmart Deals sale for six days to July 13, instead of the usual four. Meanwhile, Target has not increased the number of days for Circle Week scheduled from July 6 through July 12, but it will overlap with Prime Day like it has in years past. Kohl’s is also running its summer deals from July 7 to July 10 in direct competition with Prime Day.

Retail analysts who spoke with Retail Brew said for retailers the goal is simple: beat last year by putting more stuff on sale for longer periods or slash prices even deeper. The focus is also on communicating value beyond price to attract and retain customers. However, they warned that stretching summer sales might water down holiday shopping. Put together, the impact of Prime Day has led to an increase in the number of retailers holding their own specials.

Keep reading here.—VC

Presented By Global Payments

STORES

Summer picnic

Uma Shankar Sharma/Getty Images

Online shoppers stocked up on summer party supplies in June, according to the latest Shopify data shared first with Retail Brew, with items such as picnic blankets and grill equipment seeing big monthly gains.

In the e-commerce platform’s monthly breakdown, “stars, stripes, and savory delights” saw the biggest sales increases. Here’s a list of some popular purchases:

  • Pie and pastry fillings +284%
  • Vegetable dip +200%
  • Picnic blankets +198%
  • Food storage containers +167%
  • Outdoor grill toppers +109%
  • Grill presses +47%
  • Cookie decorating kits +42%
  • Pie crusts +22%

In addition to party supplies, shoppers favored backyard-ready sports equipment such as paddle ball sets (up 904% month over month), and bocce ball sets (377%).

Keep reading here.—AV

MARKETING

a capuccino in a white mug and saucer with a Uniqlo tag attached to the handle

Illustration: Brittany Holloway-Brown, Photos: Adobe Stock, Uniqlo

Café Dior in Chengdu. Carhartt Coffee in London. Santander Work Café in Brooklyn.

Around the world, brands ranging from luxury fashion houses to workwear to banks are opening up coffee shops.

The phenomenon of retailers hosting coffee shops isn’t exactly new, as anyone who’s ever been to a Starbucks inside of a Target can tell you. But the number of brand-owned and -operated coffee shops seems to be creeping up. Ralph’s Coffee, owned by Ralph Lauren, opened in Manhattan in 2014, and is now neighbored by the Blue Box Café at Tiffany & Co., a Capital One Café, and a Uniqlo Coffee around its Fifth Avenue location. (And that’s not even including the brand restaurants.)

Keep reading here on Marketing Brew.—KH

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At Rewiring Retail, hear how top brands are rethinking every touchpoint—from discovery to delivery. VML’s Chief Experience Officer, Preeya Vyas, joins leaders from Pinterest, Wayfair, Build-A-Bear, Oura, and more to share how they’re creating customer moments that matter. Join us July 23 for bold ideas and real-world strategies that go beyond the buzzwords. Get tickets today.

SWAPPING SKUS

Today’s top retail reads.

The mighty Michelob: Many beer brands are struggling this year, but Michelob Ultra is winning out on the appeal of low-calorie, low-carb libations. (the Wall Street Journal)

Cutting the canola: Starbucks is exploring how to remove canola oil from its products, as Health Secretary Robert F. Kennedy Jr. blames seed oils for negative health effects despite lack of scientific evidence. (Bloomberg)

Executive shakeup: Nestlé Chair Paul Bulcke is stepping down as investor support for the food giant flags due to slowing sales and rising costs. (Reuters)

Let’s talk shop: Physical stores are remaining a high priority. Check out 6 Key Commerce and Payment Trends for 2025 by Global Payments for the details, and peep Genius for Retail to help optimize operations.*

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