Retail Brew // Morning Brew // Update

June 26, 2026

Hi. As World Cup fever sweeps the country, Adidas is pulling ahead of Nike in jersey sales. Sales for Adidas jumped 70% in May compared to last year and have stayed strong into June, according to data firm M Science. In case you’re keeping score, it’s 14-12 in favor of Adidas in terms of teams outfitted.

In today’s edition:

—Jeena Sharma, Erin Cabrey, Layla Ilchi

STORES

On the Honey

The Honey Pot

In a retail landscape where brands are increasingly competing for attention, crafting an effective marketing plan is just not enough. To maximize reach, retailers need high-intent shoppers. But how do they get there?

For The Honey Pot Company, a menstrual care brand whose products are sold in thousands of retail locations across the country, understanding what moves a consumer from awareness to action has become just as important as the final purchase.

ICYMI, at Retail Brew’s Intent by Design event, Jazmyn Williams, VP of brand at The Honey Pot Company, discussed how brands can cut through the noise, the evolving path to purchase, and building consumer trust in an uncertain economy.

Keep reading here.—JS

Sponsored By Intuit

Buy now, pay later, stress less

Dynamic duo alert: Intuit has partnered with Affirm to bring buy now, pay later (BNPL) functionality to QuickBooks Payments.

This allows eligible QuickBooks Online customers who use QuickBooks Payments to offer their customers flexible pay-over-time options (i.e., paying in installments).

Now, millions of small and midsize businesses (SMBs) have a tool they can leverage to help remove upfront cost barriers for their customers by providing flexible payment options, all while still getting paid up front and on time. This can help boost conversion rates and maximize sales. A win-win-win.

PS: Affirm manages the entire financing process from application to approval, so business owners don't have to handle loan details or worry about chasing payments.

Read all about it.

CONSUMER BEHAVIOR & TRENDS

For the grill of it

Family celebrating Fourth of July with hamburger

Vgajic/Getty Images

While some are already planning ahead to Halloween, many consumers over the next week will be stocking up for their Fourth of July celebrations.

The percentage of consumers planning to celebrate the day ticked up from 86% to 87% this year, according to the National Retail Federation (NRF). Consumers’ projected spend on food for Independence Day celebrations is also projected to rise after two years of declines, jumping 5.6% YoY to $9.4 billion, per NRF, with per person spending anticipated to notch up from $92.44 to $94.41.

That jump comes as the prices for many summer grilling staples climb. The American Farm Bureau Federation (AFBF) reported this week that cookout costs for 10 people have increased 4% YoY to hit $73.82—the highest price in 10 years—according to its annual Summer Cookout Cost Survey.

Keep reading here.—EC

MARKETING

Tarte of the matter

Illustration: Morning Brew Inc., Photo: Tarte Cosmetics

As the global influencer marketing industry continues to grow at a rapid pace—according to research platform Statista, it was estimated to reach $32 billion in 2025, up 35% from the previous year—it’s no surprise that many consumer brands have joined the trend.

One brand that’s set a precedent for influencer marketing is beauty brand Tarte Cosmetics.

Keep reading here on Revenue Brew.—LI

Sponsored By Campaign Monitor

Chasing your retail? Retail and e-commerce move fast. Blink and you’ve missed three viral trends, two style revivals, and one wildly popular new brand ambassador named Carl. Campaign Monitor helps retail teams launch campaigns faster, understand what’s working, and drive stronger customer relationships through email marketing—without technical complexity. Stay on top of the speed of retail.

SWAPPING SKUS

Today’s top retail reads.

Finance pill: Nike hires Pfizer’s CFO to take charge of the sportswear giant’s finances. (Bloomberg)

Investment parcel: Amazon is pouring an additional $13 billion into India, doubling down on cloud and AI infrastructure. (Reuters)

Fashion bill: H&M’s Q2 earnings took a hit from $127.2 million in one-off costs. (the Wall Street Journal)

FRIDAY QUIZ

What do you know?

Amelia Kinsinger

The week’s biggest Retail Brew stories, now in quiz form. Test yourself on the latest headlines in e-commerce, shopping trends, retail marketing, and more in a quick, competitive challenge built for retail pros. Challenge your coworkers and see how your score stacks up!

Ace the quiz

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✢ A Note From Intuit

Money movement services are provided by Intuit Payments Inc., licensed as a Money Transmitter by the New York State Department of Financial Services

Payment options through Affirm are subject to an eligibility check, and are provided by these lending partners: affirm.com/lenders. For example, a $1,000 purchase might cost $90.26/mo over 12 months at 15% APR. Options depend on the purchase amount, and a down payment may be required. Affirm availability and eligibility may vary. Restrictions apply. See affirm.com/terms#use. Restrictions apply. See affirm.com/terms#use. For licenses and disclosures, see affirm.com/licenses.

Buy now, pay later features have limited availability and are subject to change.

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