Miscellaneous store retailers
Total Sector Spending
Overall spending trends across an industry sector
What's the story behind the data?
Miscellaneous retail is fragmented, discretionary, and highly volatile. This catch-all category includes pet supplies, office supplies, crafts, and specialty stores that don’t fit clean buckets. April peaked at +10.2% (spring projects, tax refunds), but May crashed to -9.7% (worst month), then recovered modestly before August hit -9.9%. September ended at -6.7%. The category swings violently with consumer confidence—these are “nice to have” purchases, not necessities.
USPS dominates at 25-30% share (shipping/mailing services are necessity within misc category). Chewy rising to 25% (pet food subscription growth). PetSmart stable 15%, Petco 10-11%, Staples declining from 8% to 5-6% (office supplies collapsing post-remote work setup phase). Michaels and Bath & Body Works each hold 6-8%. AOV spread massive: Chewy $78-82 (auto-ship pet food/supplies), PetSmart/USPS/Petco mid-tier $48-60, Bath & Body Works/Staples/Michaels lower $28-40.
Boomers (+13.4%) are the only bright spot—retirees with time for hobbies (crafts, pet care). Everyone else negative or barely positive: Gen X (-2.4%), Millennials (-10.6%), Gen Z (-13.5%). All income brackets except under $50K (+1.3%) are negative: $50-75K at -16.3%, high earners -12% to -15%. This universal weakness screams discretionary cutback.
Implications by Audience
FP&A / Strategy Teams
- Category is discretionary and volatile — April +10.2%, May -9.7%, August -9.9%. Wild swings reflect consumer confidence shifts. Unlike necessities (groceries, pharma), these purchases get cut immediately when budgets tighten.
- Only Boomers positive (+13.4%) — retirees with time and money for hobbies (Michaels crafts), pet care (Chewy/PetSmart/Petco), and home fragrance (Bath & Body Works). Everyone else cutting: Gen X -2.4%, Millennials -10.6%, Gen Z -13.5%.
- Chewy rising to 25% share proves subscription model wins — auto-ship pet food/supplies create recurring revenue and lock out competitors. One-time pet store visits declining as subscription convenience dominates. PetSmart/Petco holding share but not growing.
- Staples collapsing (8% to 5-6%) — office supplies peaked during pandemic remote work setup. Now consumers have printers, desks, and supplies. Category structurally shrinking as offices consolidated and home offices fully stocked.
- All income brackets negative except under $50K (+1.3%) — $50-75K at -16.3% is catastrophic. High earners -12% to -15%. Middle and upper-income households cutting discretionary hardest. Only lowest-income maintaining (necessity-focused within misc category like USPS shipping).
- Bath & Body Works volatile (6-8% share) — candles and lotions are affordable luxury, but discretionary. Gifting drives surges (holiday), then crashes between peaks.
Marketing and Brand Teams
- Target Boomers (+13.4%) aggressively — only growth demographic. Ages 60+ with time for hobbies (Michaels), pet care (Chewy/PetSmart/Petco), and home luxury (Bath & Body Works). Retirees are your revenue lifeline.
- Subscription models (Chewy $78-82 AOV) create defensible revenue — auto-ship pet food locks customers in, reduces churn, and stabilizes cash flow during volatile periods. One-time purchases at PetSmart/Petco vulnerable to budget cuts.
- Millennials (-10.6%) and Gen Z (-13.5%) won’t return soon — ages 18-43 cutting misc discretionary hard. They’re prioritizing essentials and experiences (dining out) over crafts, candles, and office supplies. Don’t chase these demos until macro improves.
- Staples needs pivot beyond office supplies — post-pandemic office setup complete. Category structurally shrinking. Expansion into tech services, print/marketing, or exit are only options.
- Bath & Body Works needs gifting windows — candles/lotions are discretionary except during holidays and gifting occasions. Concentrate marketing spend Q4 and Mother’s Day, go minimal rest of year.
Investors
- Chewy’s 25% share and subscription model = defensive play — recurring pet food revenue less vulnerable to discretionary cuts. Pet owners won’t let animals go hungry. Chewy’s auto-ship and e-commerce dominance create moat.
- PetSmart/Petco hold share but don’t grow — 15% and 10-11% stable, but flat. Chewy’s online convenience and subscription model winning new customers. Physical pet stores serve emergency/browse needs, not primary purchasing.
- Staples in structural decline (8% to 5-6%) — office supplies category collapsing. Avoid or short unless turnaround strategy materializes. Post-pandemic home office buildout complete; no new catalyst.
- Boomers (+13.4%) only growth segment — brands serving retirees (crafts, pets, home fragrance) outperform. But this is niche, not mass market. Limited growth ceiling.
- Universal income-bracket weakness except under $50K — $50-75K at -16.3%, high earners -12% to -15%. Discretionary squeeze across economic spectrum. Category faces structural headwind until consumer confidence returns.
Policy Makers
- Middle-income collapse ($50-75K at -16.3%) — deepest cuts in misc discretionary. This bracket getting crushed by inflation, housing costs, and fixed expenses. Discretionary spending is first to go.
- Millennial (-10.6%) and Gen Z (-13.5%) weakness signals young adult economic stress — ages 18-43 should be forming households and building lives. Instead they’re cutting crafts, hobbies, and specialty purchases. Economic mobility stalled.
- Pet spending (Chewy, PetSmart, Petco 50% of category) holds better than other discretionary — pet ownership is priority even during economic stress. Pet care spending more resilient than home décor, crafts, or office supplies.
- Office supply decline (Staples 8% to 5-6%) — reflects remote work normalization and office consolidation. Commercial real estate weakness cascades to office supply retail.
Top Brands by Market Share
Leading brands ranked by market share within sector
Trends + Insights
Boomers (+13.4%) are the only growth demographic Retirees with time and money for hobbies (Michaels crafts), pet care (Chewy/PetSmart/Petco), and affordable luxury (Bath & Body Works). Everyone else cutting hard. Miscellaneous retail survives on Boomer spending alone.
Chewy rising to 25% on subscription model Auto-ship pet food/supplies create recurring revenue and customer lock-in. Chewy’s $78-82 AOV reflects bulk subscriptions that competitors (PetSmart, Petco) can’t match without cannibalizing in-store trips. Subscription is defensible moat.
Staples collapsing (8% to 5-6%) post-pandemic Office supply surge during 2020-2021 remote work setup is over. Consumers have printers, desks, supplies. No new catalyst. Category structurally shrinking as commercial offices consolidate and home offices fully stocked.
Middle-income catastrophic decline ($50-75K at -16.3%) Worst-performing income bracket in miscellaneous retail. Housing costs, inflation, and fixed expenses leave zero room for discretionary. Crafts, candles, hobby supplies are first cuts.
Millennials (-10.6%) and Gen Z (-13.5%) exiting category Ages 18-43 cutting misc discretionary hardest. They’re prioritizing necessities and experiences (restaurants, travel) over physical goods. Won’t return until housing costs stabilize and wages rise.
Pet spending (50% of category) more resilient than other misc Chewy + PetSmart + Petco = ~50% of misc retail. Pet owners prioritize animal care even during economic stress. Pet food subscription (Chewy) particularly defensive—recurring necessity spending.
High earners cutting too ($150K+ at -12% to -15%) Even affluent households pulling back on misc discretionary. Candles, crafts, and office supplies aren’t priorities even for wealthy. Only Boomers with time and interest still spending.
Bath & Body Works volatile (6-8% share) Candles and lotions are affordable luxury, but peak during gifting windows (Q4, Mother’s Day) and collapse between. Discretionary spending concentrated in predictable moments.
USPS 25-30% share reflects necessity within misc Shipping/mailing services are non-discretionary for small businesses and consumers. USPS share stability shows even in “miscellaneous” category, necessity portions hold while discretionary (crafts, candles) collapse.
Top Brands by AOV
Leading brands ranked by average order value within sector
This macro sector analysis provides detailed insights into economic trends and consumer behavior patterns. The visualizations below are derived from real-world transaction data and economic indicators.
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Sector Spending by Income Bracket
Industry sector spending patterns by household income level
Sector Spending by Generation
Industry sector spending patterns by generational cohort
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