Retail has always been about understanding people. Trends shift, prices fluctuate, and new competitors emerge, but the brands that thrive are the ones that understand what their customers value most.
Macy’s, a name with over a century of retail history, is showing us something important right now: success does not always come from being the cheapest option. Sometimes it comes from focusing on the customers who keep shopping even when times get tough, the ones who prioritize quality, experience, and trust.
Recent reports show that more than half of Macy’s customers now come from households earning above $100,000. These shoppers have been steady in their spending even as prices adjust due to tariffs and other pressures. That shift highlights a deeper story about how value is being redefined in retail and how the right focus can turn challenges into opportunities.
The Steady Strength of Premium Shoppers
Retail has always been sensitive to economic ups and downs. When inflation rises or new tariffs appear, many shoppers cut back. Yet some customers, often in higher-income brackets, continue to invest in the products and experiences they value most.
More than half of Macy’s customers now come from households earning over $100,000 a year. That group has helped drive the brand’s recovery, proving to be more resilient even as prices adjusted. They are not just buying basics; they are still shopping for fashion, fine jewelry, and new collections that catch their attention.
For retailers, this shift changes the playbook. Instead of trying to win every customer with deep discounts, it pays to focus on those who consistently engage and spend. For fintech innovators like MavenPay, it highlights an opportunity to support retailers in serving these customers better with seamless payments, global loyalty programs, and experiences that feel tailored to their needs.
Experience Is the New Value
A decade ago, many shoppers judged value primarily by price. Today, the equation is different. A good price is nice, but if the store is disorganized, the checkout process is slow, or the payment is complicated, customers will walk away.
Macy’s recognized this shift and started reimagining its stores. Over 125 locations have been redesigned to feel more inviting and easier to navigate. The brand introduced new partners like Hugo Boss, Good American, and Sam Edelman to keep the assortment fresh and appealing.
The lesson is clear: value is no longer just about cost. It is about how easy and pleasant the experience feels from start to finish. This is where technology steps in. Seamless payments, transparent exchange rates for cross-border shoppers, and rewards that feel personal can turn an ordinary shopping trip into something memorable.
Platforms like MavenPay make these details work quietly in the background so that customers can focus on the experience itself. Paying for a new bag, redeeming points for a future trip, or checking out with just a tap, these little moments are what define value for today’s shopper.
Loyalty That Feels Like Belonging
Old-style loyalty programs were often transactional, collect points, redeem later. Today’s customers want more. They want to feel seen, valued, and rewarded in ways that connect to their lifestyle.
Macy’s strategy of offering a wide assortment at different price levels, combined with premium service and curated new brands, builds a sense of belonging. Customers return because they feel like the brand understands them, not just because of a coupon.
MavenPay complements this shift by enabling retailers to offer flexible, cross-border rewards and cashback that align with customers’ real preferences, whether that means discounts on travel, instant rewards at checkout, or access to exclusive experiences.
Why This Matters for the Future of Retail
The story here is bigger than Macy’s. It is about a wider change in how value is defined in retail. Premium customers, resilient, consistent, and willing to spend when they see value, are shaping the future.
Retailers that focus on experience, personalization, and smarter use of technology will be able to meet these customers where they are. The future will not be about endless discounts. It will be about building trust, delighting customers, and rewarding loyalty in meaningful ways.
For companies like MavenPay, this shift is an opportunity to become the trusted infrastructure behind that change, simplifying payments, rewarding customers, and creating a seamless bridge between retailers and the shoppers who keep the market moving.
Conclusion: Retail Growth Built on Trust and Experience
Retail resilience today is driven by understanding the evolving definition of value. As Macy’s comeback shows, focusing on premium shoppers, enhancing experiences, and offering flexible rewards can turn challenges into opportunities.
For retailers and fintech innovators alike, the path forward is clear. Build around trust, convenience, and meaningful connections. When the experience matches the expectations of today’s customers, growth follows naturally.
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Explore how premium customers are reshaping the retail landscape. Learn why experience, trust, and flexible rewards are becoming the new drivers of growth.
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