No One’s Buying? Maybe Consumers Are Just ‘Choiceful,’ Executives Say.
The New York Times • • business
Key Points:
- Executives at publicly listed companies increasingly use the term "choiceful" to describe consumers' selective buying behavior amid softened consumer confidence, signaling lower sales or reduced purchase volumes.
- The term "choiceful" appeared 70 times in 43 earnings calls in 2025, up significantly from previous years, reflecting its growing use as a coded explanation for lackluster shopping results.
- Retail leaders like Target's Rick Gomez and Macy’s CEO Tony Spring have frequently referenced "choiceful" consumers to explain cautious spending and prioritization of value.
- The rise of "choiceful" coincides with a trend where consumers buy fewer units but often spend the same or more, allowing some retailers to maintain or increase profits despite declining sales volume
