Smaller, immediate trips capture the greatest share of Americans’ shopping trips. The interesting trend, though, is how the smaller trip is gaining in importance at the larger formats such as supercenters, while formats such as grocery are seeing increases in larger trips.

As U.S. consumers prepare to hit the road for Labor Day weekend, nearly half (45 percent) of U.S. households are diligently seeking lower gas prices according to a recent Nielsen Company survey.

In an age where shopping trips are increasingly being replaced with mouse clicks, it’s become vital for brand managers to fully understand the evolving world of eCommerce.

A consistent pattern of reduced shopping trips continues to be a major element of consumer’s economic coping strategies. In the latest battle for share of wallet, those retailers who satisfy consumers through differentiation will gain more of less.

Charting recent consumer activity, data suggests that the start of the holiday shopping season was not as merry as last as shopping trips were off 3.4% when compared with the same 4 week period last year. Many discretionary categories which typically rely on holiday gifting, such as mens and women’s fragrances and ethnic health and beauty aids are in for another tough year.

While beleaguered shoppers will be looking for ways to make the season bright, retailers can do their part by bringing some much needed holiday cheer to the shopping experience.