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for 25 years...

How America Shops® forward-thinking research has successfully predicted shopper attitudes and

behaviors that have changed retail.

This 2012 edition shows you how shoppers have changed, how retail is being transformed and what

you need to do to move on to succeed.

ON 2012

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HOW AMERICA SHOPS® MEGATRENDS 2012MOVING ON

After 4 years of economic, social, political and technological turmoil American shoppers are moving on...

They have learned how to cope, how to take control. They are using all the tools at hand (from your discounts to their smartphones). They are moving on... albeit slowly.

They are clear about what’s worth it to them. They know which categories and stores they must have; which categories and stores they can do without. Many now shop differently...and, yes, often buy less.

In this, the 13th edition of our biennial How America Shops® MegaTrends study, the new shopping order is clear – at least for the next 5 years.

•The store as we have known it for the last half a century is being redefined.

•Digital tools to access the Internet are dramatically changing the path to purchase.

•Social connectivity has put the shopper in charge more now than ever before.

•“Value” is the beginning and the end of the shopper conversation – it is universal and transcends gender, age and income.

•And one more thing... the middle class is no longer. It’s now all about the affluent and everyone else.

How America Shops® MegaTrends 2012 shows you how to

move on to succeed

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the simple truths to move on...

The economy is the economy. It will be bad for the next 5 years, maybe longer. Inflation is rampant in the categories shoppers buy most – especially food, grocery, and clothing. Learn how inflation is changing shopping.

Income has divided the shopper universe. Demographic segmentation has been sliced, diced and over-analyzed. Your future success hinges on just two: affluent and everyone else. Learn the shopping differences between the affluent and others.

Tech adopters will lead you to the future. Early adopters of the Internet changed retail. Early adopters of Mobile for shopping will change retail again -- faster. Follow tech shoppers to the new world of retail.

There are many, many paths to purchase. This report takes you down the paths to purchase for several categories and delivers a clear message: You must be agile enough to meet your shoppers wherever and however they go.

Stores will shrink. As more categories move online, aisles will shrink and more stores will close. Shoppers will help you understand what to do as your category moves out of the store.

WHAT YOU WILL LEARN FROMMEGATRENDS 2012

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new! The Only Shopper Segments

You Need to Follow

HOUSEHOLD INCOMEthe Affluent vs. the Others

TECH FUTURISTSthose who use technology to shop

vs. those who don’t

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RETAIL CHANNELSCatalogsConvenience StoresDeep Discount Supermarkets (e.g. Aldi)Department StoresDiscount Clothing StoresDollar StoresDrug StoresHome Improvement StoresMalls/Strip MallsMass Merchandisers/SupercentersMobileOnlineSupermarketsTV ShoppingWarehouse Clubs

Specialty Stores » Beauty » Books » Clothing » Electronics » Food » Greeting Cards » Home » Liquor/Wine » Office Supplies » Pet Supplies » Toys » Vintage/Used » Vitamins/Nutrition

LEADING INDICATOR CATEGORIESBaby ProductsClothingComputer/SoftwareCosmeticsElectronicsFashion AccessoriesFoodFresh ProduceFragranceGreeting Cards

Hair CareHome DécorHome Furnishings/AppliancesHousehold CleansingMeals at RestaurantsOTC MedicationPet Supplies (Food & Accessories)Skin CareVitamins & SupplementsWine/Liquor

KEY SHOPPER SEGMENTS

AGE GENDER INCOME ETHNICITY (WOMEN) SPECIAL SEGMENT18-3435-5455-70

MenWomen

<$25K$25K - <$40K$40K - <$75K$75K - <$100K$100K - <$150K$150K +

African AmericanCaucasianHispanic

Tech SavvyHigh TechMedium TechLow Tech

MEGATRENDS 2012SCOPE OF THE STUDY

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INTERVIEW METHOD National Internet Survey

SAMPLE 1800 shoppers: » 1300 Women - primary shopper in the household

» 500 Men - who do some household shopping

HOUSEHOLD INCOME $12,000 - $150,000 +

AGE 18-70

TABLE OF CONTENTS •Background & Objectives

•Methodology

•Executive Summary & Action Steps for Your Business

•Detailed Findings: WOMEN SHOPPERS

1. Attitudes & Values that Influence Shopping » The New Value Set » What Matters Most and Least

2. Shopping Behavior » How Many Trips » How Many Stores » Retailers Shopped in the Last Week » Retailers Shopped in the Last 3 Months

3. Leading Indicator Categories » Purchase Trends » Where Categories are Purchased

4. The Changing Paths to Purchase by Category » The Affluent » Shopping Behavior by Sector: Tech Savvy

AFRICAN AMERICAN & HISPANIC WOMEN SHOPPERS

MEN SHOPPERS

MEGATRENDS 2012METHODOLOGY & TABLE OF CONTENTS

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WSL STRATEGIC RETAILRETAIL STRATEGISTS & SHOPPING FUTURISTS

Our insightful understanding of shoppers, their behavior and the retail landscape helps us lead our clients to success.

who we areFounded in 1986, WSL/Strategic Retail is the leading authority on shopper behavior and retail trends. Through our unparalleled research, global trend analysis and customized consulting services, we arm brands and retailers with the strategies required to stay ahead of the market and motivate shoppers to purchase.

Consulting with clients across multiple retail sectors (including food/beverages, fashion, beauty, health, consumer packaged goods, home, pets, publishing and financial services), we synthesize global shopper intelligence to create customized retail strategies that lead to innovation and growth.

We study how people shop, tracking their mindset, attitude and behavior across all shopping destinations – whether traditional retail (brick and mortar), online, mobile, etc. With our unique insight, we predict future shopper behavior and identify emerging industry trends to help clients build their retail strategy to stay ahead.

what makes us differentWe see the whole shopping picture. It’s all about share of wallet. We take a holistic approach. We see it the way shoppers do. We know that what they learn in one place and one category informs and influences what they do in others, and where and how they will shop as a result. We study and consult with retailers, manufacturers and service companies to deliver all sides of the shopper experience.

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As global retail strategists and shopping futurists, we are recognized for our ability to turn shopper insights into

smart retail strategy. Never before has this been so essential. So let us help you navigate this new shopping world

and move on.

REPORT*: $16,500 - early bird price! $18,500 - after December 31st, 2011

ADDITIONAL DIVISION: $5,000

Please send check payable in US dollars to: WSL Strategic Retail, 307 Seventh Avenue, Suite 1707, New York NY 10001

NAME: PHONE:

TITLE: FAX:

COMPANY: EMAIL:

ADDRESS:

CITY: STATE: ZIP:

For more information or to order by credit card, please contact us at info@wslstrategicretail.com or 212.924.7780*The price includes a presentation. Travel expenses are not included. (Businesses in NY state, please add 8.375% NY sales tax)

order now

RELEASE DATE: JANUARY 31ST, 2012

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© WSL MARKETING INC. 2011. NO PART OF THIS DOCUMENT MAY BE REPRODUCED WITHOUT WRITTEN PERMISSION FROM THE PUBLISHER

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