There’s a lot happening in retail right now—but most of it isn’t showing up where people are looking. The headlines say spending is up. Traffic looks steady. On paper, things seem fine.
But underneath, behavior is shifting. What customers do, when they buy, and why they convert is changing in ways most retailers can’t see.
This week, we’re looking at the gap between what’s happening… and what you can actually see happening.
Today's Rundown
Here's a quick glimpse of what is in this week's newsletter.
The Brown M&M audit: Download our latest guidebook and unlock 7 diagnostic tests for your sales floor.
Brick-and-mortar: New store openings now outpace closures as retailers rethink the role of physical locations in a post-digital-first world.
Case Study: See how this furniture retailer gained 5 conversion points in a down market.
Notable News
📉 St. Patrick’s Day spending
St. Patrick’s Day spending is expected to hit a record $7.7 billion this year, up from $7.0 billion last year, with about 60% of consumers planning to celebrate. On the surface, that looks like a simple story: more spending, more opportunity, stronger traffic.
But look closer and the behavior shifts. The average shopper is spending around $47, mostly on food, drinks, and social gatherings—not big-ticket items. This isn’t broad-based demand. It’s concentrated, situational spending tied to moments, timing, and intent.
That’s where most retailers get caught. You can see the traffic. You can see the sales. But you can’t see why one group walked in ready to buy while another didn’t—or why a busy hour underperformed a slower one. That part lives in the blind spot.
And that’s the real opportunity. Not more traffic—but understanding the traffic you already have.
Notable News
Go Deeper: The Brown M&M Audit
Last week’s blog introduced the idea of tripwires — small, observable moments that reveal whether your systems are actually working. We’ve turned that idea into something practical. The Brown M&M Audit is a short guide built for owners, leaders, and sales teams who want to see what’s really happening on their sales floor, not what they hope is happening.
Inside the guide are seven simple diagnostic tests you can run immediately — from follow-up and first questions to walk-aways and handoffs — each designed to surface where attention is compounding and where revenue is quietly leaking .
If you want to move beyond theory and put the idea into action, download the Brown M&M Audit and see which details are paying off — and which ones are costing you more than you think.
🛍️ From Marketplace to Showroom—and a Surprise
A vintage furniture seller in Brooklyn started by flipping pieces on Facebook Marketplace, building a following under the name “Good Vintage” before opening a 1,700-square-foot storefront. What surprised her wasn’t demand—it was what people bought once they could see it in person.
She assumed large items like sofas would be the hardest to move. Instead, they became the fastest sellers, with some pieces selling in as little as three hours. Even eight-seat sectionals—in a city full of small apartments—were moving quickly.
The difference wasn’t the product. It was the environment. Online, customers scrolled. In-store, she staged everything like a real apartment—inviting people to sit, experience, and imagine it in their own space. That shift changed behavior.
That’s the blind spot. You can see what sold online. You can see what sold in-store. But what you can’t see—unless you’re looking for it—is why the same product performs completely differently depending on how customers experience it.
