What’s Driving Strong Retail Sales in 2026?

ABOUT THE EPISODE Inflation has changed how consumers spend, but it has not stopped them.

Barbara Kahn, Patty and Jay H. Baker Professor of Marketing at the Wharton School of the University of Pennsylvania, explains why retail spending remains strong despite economic uncertainty.

Kahn examines the shift toward discounts, wellness, and extraordinary experiences, the struggles facing aspirational luxury brands, and the changing role of malls and e-commerce. She also explains why retailers must carefully balance customer demand with inventory, debt, operating costs, and expansion.

ABOUT THE PODCAST Every day, business scholars answer pressing questions in their research - but what do their insights mean for you? In this podcast, Wharton faculty dive into what inspired their studies and how their findings resonate with the world today. Learn how research insights translate into knowledge you can use, with host Dan Loney.

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