While some headlines have said the end of merch is upon us, YPulse’s Merch Madness report shows that it’s here to stay—at least, for Gen Z and Millennials it is. In the U.S., young people spent an estimated $20B on merch in the last year. Our data shows that nearly all young people (83%) have bought merch in the past and plan to again in the future. And young people are embracing merch lines from brands they love jumping in on the trend across industries. Cracker Barrel’s vintage-style sweaters went viral in October, making TikTok users flock to the restaurants...