The Weekly 10: marketing, media and industry statistics to know now — September 3, 2025 edition

From B2B marketing budgets in 2025 to the share of Millennials doing early holiday shopping, these are the data points we’re paying attention to right now.

The amount that Keurig Dr Pepper will pay to acquire JDE Peet’s — a global purveyor of coffee, tea and chocolate drinks — in a new deal expected to close next year. After it’s finalized, Keurig Dr Pepper plans to split its coffee and beverage holdings into two separate companies, effectively unwinding the historic 2018 merger between Keurig Green Mountain and Dr Pepper Snapple Group.

The number of years that Anna Wintour served as editor in chief of Vogue, producing more than 400 issues of the print magazine during her tenure. On Tuesday, the publication announced that Chloe Malle, who oversees Vogue’s website and weekly podcast, is taking over as the magazine’s new head of editorial content.

The share of B2B marketers who say their content output this year is increasing compared to 2024, according to a new global survey of 400 managers and execs by the PR firm 10Fold Communications.

The share of B2B marketers who say they’ve seen their budget increase more than 10% this year, according to the same 10Fold global survey.

The price for a three-day pass to the Gordon Ramsay at F1 Garage experience at next month’s Mexico City Grand Prix. Premium on-site hospitality — including activations and strategic partnerships, such as the one with Ramsay — has been a crucial branding tool in the racing series’ move upmarket, as noted in a recent feature story from The Athletic.

The number of drinks on the newly unveiled Starbucks fall drinks menu — two fewer than last year’s edition. (In February, the company committed to reducing its menu items “roughly 30%” by the end of 2025.)

The year-over-year increase in search volume for “vintage preppy outfits” on Pinterest, per the platform’s Fall 2025 trend report. In response to similar gains for retro-related keywords across fashion, beauty and housewares, Pinterest has partnered with more than 30 vintage retailers to launch Thrift Shop, a digital popup focused on secondhand items, through Sept. 26.

The amount that Perplexity AI has earmarked for new publisher payments, to be distributed when its AI search or chatbot uses news articles to fulfill user queries, according to Bloomberg Law. Perplexity also says it plans to direct 80% of the revenue from its forthcoming subscription-based Comet Plus AI news service to publishers.

The number of bedazzled Ed Hardy trucker hats that Taco Bell is giving away as part of its new “Decades Y2K” campaign, promoting a handful of menu items revived from the aughts. The campaign, which kicked off last week with a live event featuring Lil Jon, also includes two other merch drops and an in-app digital pet called the Crunchkin that recalls the Tamagotchi.

The share of U.S. Millennials who plan to start their holiday shopping before October — compared to 28% on average across all cohorts — according to a new McKinsey report. The research highlights key differences in seasonal consumer behavior between generations, including Gen Z (the most likely to start shopping during Black Friday weekend) and Boomers (more than 20% whom won’t participate in early holiday shopping at all).