# Two Consumers, One Country: Retail in the K-Shaped Economy (ft. Thomas Paulson)

Page: https://stenobird.com/podcast/consumer-code-7115736/two-consumers-one-country-retail-in-the-k-shaped-economy-ft-thomas-paulson
Text version: https://stenobird.com/podcast/consumer-code-7115736/two-consumers-one-country-retail-in-the-k-shaped-economy-ft-thomas-paulson.md
Podcast: [Consumer Code](https://stenobird.com/podcast/consumer-code-7115736)
Published: 2026-01-13T21:22:30+00:00
Episode link: https://podcasters.spotify.com/pod/show/consumercode/episodes/Two-Consumers--One-Country-Retail-in-the-K-Shaped-Economy-ft--Thomas-Paulson-e3dk141
Audio file: https://anchor.fm/s/fb755f98/podcast/play/113951297/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-0-13%2F416061164-44100-2-4c4709b208084.mp3
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JSON: https://stenobird.com/v1/public/podcasts/consumer-code-7115736/episodes/two-consumers-one-country-retail-in-the-k-shaped-economy-ft-thomas-paulson
Duration seconds: 3452

## Resource

In this episode, Thomas Paulson, head of market insights at Advan Research, shares his expertise on economic trends, retail dynamics, and consumer behavior. He discusses the K-shaped economy, the impact of private label brands, and insights from Black Friday shopping. Paulson emphasizes the importance of understanding market signals and the role of influencers in shaping consumer preferences. He also provides predictions for the retail landscape in 2026, highlighting the challenges and opportunities that lie ahead for retailers. Chapters: (00:00 Introduction (03:23) Thomas Paulson's Background and Wall Street Experience (06:11) Understanding Data Sources and Economic Trends (09:17) The K-Shaped Economy Explained (12:31) Navigating Stock Market Dynamics (15:26) Retailer Strategies in a Changing Economy (18:26) Consumer Behavior and Influencer Impact (21:30) The Future of Retail in a K-Shaped Economy (24:13) Private Label Trends and Market Dynamics (29:21) Understanding Secular and Cyclical Trends (30:22) Market Dynamics and Brand Preferences (31:33) The Shift Towards Healthier Choices (34:43) Analyzing Black Friday Trends (41:00) Post-Black Friday Insights (42:13) Retailers Adapting to Market Changes (46:20) The Impact of Influencers on Retail (50:14) Walmart's Strategic Innovations (51:35) Looking Ahead to 2026 Learn more about Advan at advanresearch.com Follow Thomas Paulson on LinkedIn . Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media…

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