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Retailers Embrace 'Choiceful' Shoppers Amid Declining Sales

1/18/2026

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Summary

Story summary

Publicly listed retailers describe shopper behavior as 'choiceful,' signaling reduced unit purchases amid declining consumer confidence, according to retail analyst Sucharita Kodali.
In 2025, the term 'choiceful' appeared 70 times in earnings calls, up from 36 in 2024.
Retailers including Target and Macy's have adopted this language to explain rising profits despite declining unit sales.
The trend does not signal disaster, but it shows executives must justify performance to investors.

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Story summary

Publicly listed retailers describe shopper behavior as 'choiceful,' signaling reduced unit purchases amid declining consumer confidence, according to retail analyst Sucharita Kodali.
In 2025, the term 'choiceful' appeared 70 times in earnings calls, up from 36 in 2024.
Retailers including Target and Macy's have adopted this language to explain rising profits despite declining unit sales.
The trend does not signal disaster, but it shows executives must justify performance to investors.