Retail Brew // Morning Brew // Update

April 08, 2026

Hi! The biggest winner from last week’s headline-making drama among the cast of Bravo’s Summer House (if you’re not in the know, you definitely should be) appears to be the alcohol brand Loverboy, owned by cast member Kyle Cooke. The company is reporting high order volumes, and its merch referencing the drama is already sold out and spawning knock-offs. Talk about turning lemons into limoncello sales.

In today’s edition:

—Jeena Sharma, Alex Vuocolo, Erin Cabrey

MARKETING

Pillars of the community

A ring light with a smartphone and social media like buttons

Amelia Kinsinger

In the age of social media, traditional advertising and marketing have completely transformed, especially in the past decade.

Consumers need more than impressive billboards or advertisements to put their trust in a brand. Many now look to influencers, content creators, or other consumers before purchasing a product or service.

Per a recent PYMNTS intelligence report, 56% of shoppers in the US make at least one annual purchase based on influencer recommendations, while 12% make more than six.

Authentic authority

A key driver behind this creator-led retail marketing growth is a longing on the part of consumers for authenticity and transparency.

“Customers want to reduce the gap between their experience and also the information created by the sellers or the brands,” Minkyung Kim, assistant professor of marketing at Carnegie Mellon University’s Tepper School of Business, told Retail Brew. “That’s why there are a lot of things like social commerce or online reviews that actually lead brand marketing in retail, because that kind of authenticity, the closer distance, and bridging the gap between their experience and the information really matters to the customers.”

This has specifically been true for categories such as beauty and fashion where influencers are able to capture significant audiences.

“For apparel or beauty, the fit between the customer and the product is more important,” Kim said. “That’s where customers seek more information for authenticity and credibility.”

Keep reading here.—JS

From The Crew

Staff it, don’t stress it

On April 16, Retail Brew and PwC will break down how smarter staffing is replacing scheduling guesswork with real strategy.

Learn how automation and predictive analytics can align labor with demand, reduce burnout, and improve customer experience—no more winging it on the floor.

SUPPLY CHAIN

Running on empty

Thanaphum Tachakanjanapong/Getty Images

From nationwide parcel carriers to individual delivery drivers, the US-Israeli war with Iran is raising costs up and down the retail supply chain.

In response to higher energy prices and other geopolitical disruptions, Kearney revised its 2026 inflation forecast for global supply costs to increase between 5% and 7% rather than 2.3%–4%, noting that companies will “feel this immediately.”

In addition, “unlike tariffs,” the consulting firm wrote, there will be “direct and immediate pass-through of energy costs to commercial contracts.”

Keep reading here.—AV

COMMUNITY

Coworking with Michael Carle

Michael Carle

On Wednesdays, we ~~wear pink~~ spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Michael Carle is CEO of Nate’s Honey maker Sweet Harvest Foods.

How would you describe your job to someone who doesn’t work in retail? As CEO of Sweet Harvest Foods, I lead the largest US honey producer which provides the highest quality ingredients for some of the most iconic brands and beloved products. I also lead two US brands: Nate’s Honey, the No. 1 honey brand, and Nate’s Hives, the largest beekeeper. My role is to enable my leadership team to function at the highest level, drive creativity and innovation across their departments, and make strides toward our vision of being the trusted honey company that nourishes every home and every occasion.

One thing we can’t guess about your job from your LinkedIn profile? Honey isn’t just a job; it has an important connection at home. My wife was diagnosed with an autoimmune disease 13 years ago and has been on a long-term journey to adjust her diet in ways that can help her manage it. She was eventually led to honey to support her in controlling the inflammation in her body. It’s become an important part of her diet, to the point where she takes a teaspoon of it every day! And it’s a bit of a treat to her as well.

Keep reading here.—EC

Together With Klaviyo

Persona prioritization. The AI shopping era asks more from every brand, but different customers have different expectations. To get a better understanding, Klaviyo surveyed 8,000+ consumers about their AI usage, habits, and brand perceptions. Their playbook helps identify which personas to prioritize, plus data-backed tactics to dial in your strategy. Get it here.

Table talk

Morning Brew Inc.

If you’re heading to POSSIBLE, join us for a private lunch on April 27 to talk about what’s actually breaking through in the age of AI. From creators and communities to shifting audience expectations, we’ll unpack what’s changing and what it means for marketers right now—alongside others figuring it out in real time.

SWAPPING SKUS

Today’s top retail reads.

Price line: As Amazon remains bullish against price increases, some brands facing higher costs from tariffs and elevated oil prices are pulling their products from the e-commerce giant’s platform. (The Information)

Let the chips fall: Before its price cuts, how PepsiCo’s high prices on core snacks like Doritos and Cheetos impacted its retail partnerships and revenue. (Bloomberg)

Kick in the pants: Levi’s beat earnings expectations in the first quarter as higher volumes and prices drive up sales. (CNBC)

Confidence is down, spending isn’t

Vostok/Getty Images

Consumer confidence is at its lowest level in years—but Americans are still opening their wallets. From credit card data to iPhone sales, new indicators show spending remains strong despite economic anxiety. Here’s what’s driving the disconnect.

Check it out

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