Last year's release of the Wicked movie illustrated just how powerful (and profitable) the lore behind the Wicked Witch of the West actually was. One year later, the promotional calendar is kicking back into gear.

As social media has increasingly become a vehicle for cultural belonging, it has sparked an explosive proliferation of hyper-specific archetypes, especially for women. But new data points to a new, individualized reality.

What once started as a Celtic festival has evolved into the U.S.’s second-largest commercial holiday, attracting engagement and high spending across all age groups. But Halloween is also a figurative mirror of our culture.

Resale is on the rise, but it's not just because consumers want to save money. New initiatives from eBay and Pinterest indicate that buying second-hand goods is just as much about signaling taste as it is about frugality and sustainability.

During K:BOS, Klaviyo experts brought in their most successful brand partners to spill what actually worked in 2024 and how they're retooling for 2025's fresh hell. Now, we're sharing some of those tactical gems.

As the definition of wellness has expanded to encompass physical, mental, and emotional health, new monetization opportunities have emerged with social media at the center of it all.