Last year saw increased global uncertainty, a shift in purchasing power across demographics and technological advancements that moved at lightning speed. Retail success in 2025 will come to those businesses that who are agile, innovative and commit to meeting changing consumer expectations.
From the rise of Gen Z, to generative artificial intelligence (AI), here are five trends that retailers need to be aware of in 2025. As the retail landscape continues to evolve, those that embrace these trends while placing their customers at the centre of everything they do will continue to flourish.
Invest in vintage
The rising popularity of preloved goods on sites like Vinted is set to continue this year as shoppers prioritise circular retail and conscious shopping.
Matt Jeffers, retail strategy and consulting managing director at Accenture, says: “Second-hand purchasing isn’t just a trend; it’s a transformation of consumer behaviour, offering both economic and environment benefits.”
This trend was supported by our post-Christmas survey of CMJ retailer members, many of whom credited vintage and bespoke jewellery offerings for bringing customers into store in the run up to Christmas, while pre-owned watches were named as the third best-selling watch “brand”.
Sustainable credentials
With the cost-of-living crisis still looming large over the retail industry during the last couple of years, many feared that consumers would lose focus on the environmental impact of their purchases in favour of more affordable options.
However, as fast fashion retailers such as Temu and Shein face rising criticism around their high social and environmental costs, desire grows among younger shoppers to seek out retailers with sustainable credentials. PwC’s 2024 Voice of Consumer Survey found that 22% of global shoppers plan to shop more consciously, seeking eco-friendly products and transparent practices, even when discretionary spending is limited.
The challenge for retailers, though, will be to combat customers’ green fatigue – consumers’ feeling of weariness or scepticism towards sustainability claims.
One of the best ways to do this will be to ensure you have tangible and genuine sustainability credentials. For example, the Shopify Planet app allows retailers to offer carbon neutral shipping.
Another option is to highlight the sustainable benefits of shopping locally and with independent retailers. Deann Evans, managing director for Shopify EMEA, states: “20% of shoppers seek independents over multi-national brands.”
Quality is key
Despite a wider slowdown in the luxury sector driven by economic pressures on consumers, many are still making luxury purchases if they consider the products or brands to be high quality. Gen Z consumers in particular are prepared to splash out on appearance-related products, so footwear, clothing, beauty and jewellery, according to McKinsey partner Sara Hudson.
Matt Moorut, senior director analyst at Gartner Marketing Practice, says: “For retailers to sell in that bracket, they really need to emphasis their products’ superior quality.”
This presents a huge opportunity for independent retail jewellers, who can promote the many unique benefits of shopping with them – whether that be the multi-generational, family-run element of your business, showcasing the expertise of staff in store, or focusing on bespoke designs and your in-store workshop, quality of product is something that should easily go hand in hand with marketing a jewellery store.
Make it personal
Although speed and convenience have become the buzzwords of retail in recent years, the tide may be turning as shoppers start to look for more variety in their shopping experiences. The automation of retail and marketing means that consumers are increasingly fatigued and overwhelmed by advertising messages and targeting.
This will likely have an impact on both in-store and online retail. Online consumers will be looking to use AI tools to personalise searches and streamline their decision-making. Jeffers advises that, “retailers have a significant opportunity to capitalise on this trend by embedding AI into their customer journeys. Tools like virtual shopping assistants, visual search and chatbots can make navigating extensive catalogues feel intuitive and effortless.”
Multiple jewellery retailers are already getting on board with these sorts of tools, including H Samuel, who launched a virtual try-on tool in February 2024. Independent retailers either need to keep up with their competition or look for new ways to connect with this generation of customers.
The new age of social shopping
The lines of online and offline retailing are set to blur further as consumers hop between a retailer’s different touchpoints.
“Hybrid shopping experiences are preferred by consumers,” says Nick Brackenbury, CEO of NearSt, a software provider that allows store inventory to be searched online. “Globally, 56% of shoppers research products online before completing purchases in store.”
This continuing overlap between the physical and digital represents a great opportunity for retailers to build loyalty across both channels. But equally, retailers need to recognise that purchasing behaviour across channels changes by product type and ensure a seamless transition for their customers, e.g. through services such as click and collect, which is expected to account for 20% of e-commerce spending by 2027.
Margaux Caron, senior advisory strategist at Stylus, says that online shoppers will continue to expect “meaningful social interactions in digital spaces,” with the “live shopping” phenomenon set to grow in popularity. Live shopping is a marketing strategy based on live-streaming, where a host presents products and viewers can purchase those products in real time. It merges the best of offline and online shopping experiences, making a purchase about more than just the transaction: it’s engaging, fun, and can build long-term trust.
Meanwhile, shoppers will be drawn into stores by the offer of a true retail experience, looking for “a fantastic in-store customer experience that can’t be replicated online,” Brackenbury adds. This means that offering an above-and-beyond service that a customer can’t get online will be key – think bridal jewellery consultations, in-store launch events, piercing and welded jewellery.
“On-premise retail will need to be more focused on what it does best,” explains strategy specialist Rebecca Homkes. She highlights that online purchasing will continue to grow for “basic, commoditised, and repeat purchases” while in-store will need to focus on “experiences, retail as entertainment versus transactions, and customised or event-based retail.”
The Company of Master Jewellers was founded on the principle of supporting independent retail and ensuring it retains its place on the high street. We believe that we are individually strong, together we thrive. Get in touch if you would like to find out more about becoming a member.
