CO— Trend Watch: The Marketing Power of Fandom & Affordable Luxury

In the latest episode of CO— Trend Watch, hosts Ciara McGibbon and Barbara Thau, Senior Editorial Directors at CO—, dive into three major trends currently transforming the business landscape. From grocery store “groupies” to affordable at-home luxury, consumer preferences are rapidly evolving.

Here is a quick recap of the top three trends and what small business owners can learn from them.

The rise of consumer fandom and cult brands

You don’t have to be a major sports team or a pop star to have "groupies." Grocery chains like Trader Joe’s and Aldi are proving that everyday errands can transform into highly anticipated cultural experiences. By offering exclusive, limited-edition merchandise drops—like the viral $3 Trader Joe’s tote bags—and hosting immersive offline events, these brands are generating intense, organic consumer love without ever relying on traditional loyalty programs.

Small business takeaway: Focus on cultivating community. You can replicate this organic excitement by creating celebratory moments around your products, highlighting customer favorites, and fostering fun, offline experiences that turn everyday shoppers into true brand evangelists.

[Read more: Aldi and Trader Joe’s Groupies Underscore the Massive Marketing Power of Fandom Today]

Purposeful travel and outcome-based experiences

Consumers are increasingly shifting away from generic, passive vacations in favor of highly intentional travel geared toward self-enrichment, learning, or mental repair. Whether it’s tech-free cabin detoxes, genealogy excursions, or silent reading retreats, people are seeking specific, transformative results and deeper meaning from their time and money.

Small business takeaway: Ask yourself what outcome you are delivering to your customers. Frame your offerings around the personal enrichment, convenience, or relief they provide, rather than just marketing a transactional product or service.

[Read more: From 'Skillcations' to 'Hushpitality': Brands Court Consumers Seeking Enrichment-Driven Travel]

Affordable luxury at home

Despite inflationary pressures, consumers still want premium, "fancy" experiences—they are just finding ways to get them at home. Spurred by habits formed during the pandemic, shoppers are eager for accessible ways to do it themselves. As a result, brands delivering high-end experiences directly to consumers' homes are thriving. Furthermore, brands in this category are exploding in popularity thanks to user-generated content and authentic creator videos on platforms like TikTok.

Small business takeaway: Look for ways to offer your customers a taste of luxury that they can recreate affordably at home. Additionally, leverage user-generated content; your authentic customers and creators are often your best marketing team.

[Read more: How 3 Startups Are Bringing At-Home Alternatives to Pricey Activities and Services]

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CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.