82% of people believe reviews, feedback, or discussions online are critical when researching a purchase. This figure is growing over time. 44% of people share they are more trustworthy of strangers online today compared to previous years.
Small But Mighty: Consumers Spend on Independents
Every year, U.S. consumers spend about $3.5 trillion buying stuff. Independent retailers (small businesses with only a handful of employees and often just a single location) make up $750 billion of that spend, or about 25%.
Air Fryer Frenzy Sweeps the Nation
In 2022, Americans spent ~$1B buying air fryers, up 51% from 2019. Adam Graves, president of Nestle US’s pizza and snacks division estimates that ~60% of US homes now have the kitchen gadget.
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