Institutions like University of Michigan and Conference Board have been publishing consumer sentiment data – i.e., consumers’ expectations for the economy – for decades. But Big Chalk testing … [Read more...] about What CMOs and Brand Strategists Should Know About Consumer Sentiment
Consumer Behavior
Although Big Chalk has been tracking it for two years, a new catch phrase has surfaced in the business press and on headline news channels about the state of the U.S. economy: “Affordability Crisis.” … [Read more...] about What the “Affordability Crisis” Means for Consumer Segmentation
The back half of 2025 has had no shortage of bad or scary financial news: the impact of tariffs remains in flux; mainstream media reports have called more and more attention to a stock market bubble, … [Read more...] about Big Chalk’s 2025 Holiday Outlook
What’s happening with consumers' behavior in the retail channel and where is it headed as we enter 2025? Big Chalk sees some signs of macroeconomic optimism, with increased wages and falling … [Read more...] about Big Chalk’s CPG Retail Outlook
U.S. households are financially healthier overall than at the start of 2024. However, the "Trade-Off Consumer” segment—those drastically cutting back on goods and services—has grown, now comprising … [Read more...] about Revisiting the Trade-Off Consumer, Fall 2024 (Part One)
Broadly speaking, U.S. households are financially healthier than they were at the beginning of 2024. But will this translate into higher holiday spending? For brands and retailers serving higher … [Read more...] about Holiday Outlook 2024
Their Decision Mindset, and Their Market Opportunity Welcome to Part Two of our Trade-Off Consumer research series, which focuses on a segment of U.S. consumers who are making significant lifestyle … [Read more...] about Who Is the Trade-Off Consumer? (Part Two)
In the post-pandemic era, the U.S. economy presents a paradox: robust macro indicators contrast sharply with the financial realities of many Americans. Big Chalk's research introduces "The … [Read more...] about Who Is the Trade-Off Consumer? (Part One)
In this report, Big Chalk explores how the reality of inflationary price changes diverges from consumer perceptions of change — a diversion creating both challenges and opportunities for CPG brands … [Read more...] about Inflation Perception Study – Opportunities For Brands; Challenges For Grocers
