99% of Retail Marketers Plan to Spend More on Paid Social This Year

A new report from Wunderkind and Retail Dive’s studioID surveyed marketing leaders across various industries to understand how they are navigating today’s marketing landscape, including their challenges, priorities, strategies and outcomes. One of the findings: Many are currently focusing heavily on paid social media.

• 90% of retail marketers use paid social media to connect with customers, followed by email at a close second (87%) and organic social at (78%). 
• 99% plan to increase their investment in paid social in 2025. 
• 45% say paid social has driven the highest ROI among all platforms in the last year, followed by email (17%) and organic social (11%). 

As to why the focus on paid social, the report notes that many of the survey respondents work in either fashion/apparel or health and beauty, and that “these industries are known for investing heavily in paid social because it can amplify visual appeal and emotional connection.”

Get more insights and download the Marketing in 2025 report here.