She Wants to Be SuperMoist Now

Commerce is Culture™, Christmas Edition. Sure, saving is top of mind for many holiday shoppers, but that hasn’t stopped retailers from trying to squeeze some extra cash out of loyal customers in exchange for just a tiny drop of joy. Target has added an edible branded shopping cart to its gingerbread house collection and has even created a small-scale replica of its store, perfect for holiday villages. 

These are prime examples of commerce being culture. They illustrate how where we shop defines who we are, and how we want to communicate that attachment to others. It also shows how the commerce behaviors of adults carry on to children, who are increasingly adopting more “grown-up” activities to model their parents. We explore this relationship in LORE through an essay called “Good Little Consumers,” which also examines the rise of Sephora Kids, Mini Brands, and even IP-branded Little People collections.  

The Big Box Boom. BJ’s Wholesale Club and Walmart reaped the rewards of consumers tightening their budgets in Q3. BJ’s saw comparable club sales increase 1.1% (1.8% excluding gas) and membership fee income grow 9.8%. However, it was the warehouse club’s digital business that was the real bright spot, with sales growing 30% year over year. We investigated the retailer’s expansion strategy and the growing role of digital in our Category Deep Dive of Warehouse Clubs. 

Walmart saw similar results, with its global eCommerce business growing 27%, led by in-store fulfillment, delivery, and marketplace sales. The retailer’s global advertising business also saw some incredible momentum (+53%). While the VIZIO acquisition played a significant role, Walmart Connect’s US business was up 33%. Given Walmart’s continued growth across all areas of the business, the company has raised its annual outlook.

Image: Betty Crocker

Betty Gets on the Merchwagon. We really went from “we hate the word moist” to sold-out merch in less than a decade. Betty Crocker has launched a new line of specialty merchandise tied to its most popular product line, the SuperMoist collection. The capsule includes a baseball cap, varsity sweatshirt, canvas tote, motel keychain, and sticker pack, and is equally a nod to brand fans and to those stans of innuendo-laden, ironic brand maximalism.

We’ve seen a surge of new branded merch hitting the market, largely due to the scarcity playbook, which often leads to long lines, sales surges, and a boom in the resale market. From the Bearista cup to the luxe Ricola scarf and even Taco Bell’s taco holster, drops are spanning from high-quality and practical to utterly insane. But one thing is clear: any brand can (and likely will) hop on the bandwagon.

Take ‘Her’ Out. AI relationship app EVA AI (yes, that’s a thing) is opening an NYC pop-up to create a safe space for people to wine and dine their AI companions. The company is keeping mum on the details, requiring interested parties to download the EVA AI app, join the cafe waitlist, and formally request an invitation. The space will feature dim lighting, minimalist decor, cozy tables for one, and phone stands for visitors to place their AI partners. 

We’ve explored animism in depth this year, largely thanks to thought-provoking research and analysis from friends like Katherine Dee, and this particular space shows how the digital and IRL worlds are blending in new, fascinating ways. 

‍Ross Geller Would be Thankful. Heinz saw the leftover writing on the wall and decided to cash in on it. The maker of gravy most households love launched a squeezable version, perfect for leftover sandwiches of all shapes and sizes…and it’s already sold out. A Heinz exec noted that despite the clear revenue opportunity, the value lies in connecting Heinz to the post-Thanksgiving ritual in which so many households participate. It was also a cheeky way to show the brand’s participation in an annual TikTok trend, where users try to re-create the Moist Maker sandwich from Friends, which has garnered a new loyal audience through Gen Z and some of Gen Alpha. 

‍Grinch Gets That Green. Dr. Seuss’s beloved holiday grump is getting the star treatment. Walmart tapped its newest spokesman, Walton Goggins, to play the role for its holiday campaign, an obvious continuation of its “Who Knew?” initiative. The name of this campaign? “WhoKnewVille,” natch. McDonald’s has also launched a special meal in the character’s honor, stuffing bags with a Big Mac or ten-piece chicken McNugget, medium drink, dill pickle “Grinch salt” McShaker fries, and a pair of Grinch x McDonald’s themed socks. 

Cashing in on GEO. Adobe has entered an all-cash deal (get that paper) to acquire Semrush for approximately $1.9B, valuing the SEO company at about $12 per share. Although Semrush is best known for its keyword research, competitive intelligence, and online visibility tracking, the company has recently expanded into AI-driven visibility to help users understand how their brands are included in answer results across ChatGPT, Gemini, and other generative AI platforms, also known as Generative Engine Optimization (GEO).

The move gives Adobe a direct connection to SEO and expands its content optimization tools for clients. Anil Chakravarthy, president of Adobe’s Digital Experience business, framed this as a play to bolster the company’s tool set to support a new world of brand visibility, led by AI. The deal is expected to close in the first half of 2026.

‍Target Embeds Itself in the AI Conversation. Keep your eyes peeled, ChatGPT users: starting next week, you’ll be able to interact with a beta version of the retailer’s app within the generative AI platform. Customers will be able to build multi-item carts and buy directly within the on-platform app. They’ll even be able to select their preferred fulfillment option, whether it's shipping or in-store pickup. If shoppers need some support, they can tag Target and ask specific questions tied to their needs. The Target app will then display suggestions across its assortment for customers to browse. The company noted that more features will roll out over the coming weeks, perfectly timed with the holiday shopping ramp-up.