September 09, 2026

Presented By

Hello, would you eat a cookie made from plastic waste? Before you say, “Absolutely not,” researchers at Southern Illinois University have cooked up something called “µBites”—a cookie made using protein derived from PET plastic waste and plant scraps with the help of yeast. The goal? Tackle food insecurity and plastic pollution in one bite. We’ll never look at a recycling bin quite the same again.

In today’s edition:

—Andrew Adam Newman, Jeena Sharma, Erin Cabrey

CONSUMER BEHAVIOR & TRENDS

Happy trails

Two trail runners jog up a hill along a shoreline.

REI

They’re running for the hills.

Google searches for “trail running shoes” hit an all-time high in June, according to Google Trends, which has tracked searches since 2004. Trail running participation grew to 17.2 million in 2025, up 6.6% year over year and 57% from 2019, according to the Outdoor Industry Association’s 2026 Running Report.

At REI, “trail run is the fastest-growing category within footwear year-to-date,” Emily Frugé, divisional merchandise manager, told Retail Brew. Sales are up about 12% to 19% year to date, depending on gender and merchandise type, she said.

When running boomed during the Covid pandemic, the outdoor retailer increased the portion of its road-running models to about 60%, Frugé said. But today, growth in the road-running shoe category is “flat” at REI, she said, adding that “we may start to return to our roots a little bit more and grow the trail run assortment…and maybe be more of a 50/50 road versus trail.”

Keep reading here.—AAN

Sponsored By WooCommerce

How to earn customer trust

Marketing today isn’t about who has the biggest billboard or the coolest flyers. It’s about who has the most loyal fan base—built by prioritizing trust, relevance, and authentic, personalized experiences.

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RETAIL

Penny wise

Getty Images

In 2026, value takes precedence over everything else, with factors such as quality, promotions, and trust becoming key for consumers before they make a purchase.

Adtaxi’s 2026 Consumer & Economy survey revealed that shoppers are shopping, but being careful about what they buy.

For instance, 93% of Americans have adopted “at least one” cost-saving measure as economic uncertainty remains a reality.

And again, value is paramount, with 47% of consumers picking “high quality for the price” as a prime characteristic of what defines “good value” as opposed to just a cheap price tag.

Keep reading here.—JS

COMMUNITY

Coworking with Meghan Kelleher

Meghan Kelleher

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

Meghan Kelleher is founder and CEO of Corner Market Communications, which has worked with brands like KIND, Banza, and LesserEvil.

How would you describe your job to someone who doesn’t work in retail? I help ensure specific grocery brands are top of mind for consumers, buyers, investors, and more through word of mouth, third-party testimonials, experiences, and more.

One thing we can’t guess about your job from your LinkedIn profile? I make sure a lot of crises don’t hit the news (and if they do, they are a blip on the radar). Or another one, my team loves to hype that I can (and still do!) build mailer boxes faster than the viral Dominos box guy.

What’s your favorite project you’ve worked on? Launching Oatly in the United States, followed by the Applegate “Meatheads” campaign with Tyler Cameron in 2024.

Keep reading here.—EC

Sponsored By Insense

Smells like smarter workflows. Hey chat, can you handle creator marketing? Turns out it can, because Insense plugs into the stack you already use to brief, approve, and track creator work without an extra dashboard to manage. Book a free strategy call by Sept. 18 and get $200 toward your first campaign.

swapping skus

Today’s top retail reads.

Incoming: European luxury retailers continue to benefit from growing wealth creation in the US, but a shrinking pool of aspirational consumers could present challenges. (Business of Fashion)

No, thanks: The US is banning dairy products, alcohol, and motorcycles from Canada. (the Associated Press)

Slow and steady: While CEO Brian Niccol has brought back customers in his first two years at Starbucks, investors demand sustainable profits. (Reuters)

Lifelong loyalty: Build loyalty with top tips from the pros at WooCommerce, Klaviyo, Sephora, and Fanatics. Watch the on-demand webinar + get the guide to learn how to turn first-time buyers into lifelong advocates.*

^{*A message from our sponsor.}

Coworking: Danny Rosenoff

Danny Rosenoff

Marketing Brew’s Coworking series (yes, Retail Brew runs it too) spotlights a reader each week. This edition gets into how Danny Rosenoff thinks about retail marketing from the inside.

Check it out

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Written by Andrew Adam Newman, Jeena Sharma, and Erin Cabrey

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