Wide adoption of the medication has changed consumer behavior — from how shoppers think about sizing, to how they shop online. Can retail keep up?

At the end of last year, David’s Bridal noticed something curious in the company’s data. Rush orders for alterations had doubled.

“This is somebody who's waited because they are on GLP-1s or on a fitness journey, and now they're scrambling trying to get their dress very, very quickly,” Kelly Cook, CEO of David’s Bridal, said in an interview.

After digging further, David’s Bridal realized the average dress size was coming down. It previously was between 12 to 14, but the average was quickly turning into 6 to 8 or 8 to 10.

So, in order to better serve its audience, the company this spring introduced its Fit Guarantee, a promise to “guarantee the fit no matter what,” Cook said.

And the pledge isn’t just about David’s Bridal’s own apparel offering. Shoppers can bring in gowns purchased anywhere — from department stores to small boutiques — and still get the correct fit.

The Fit Guarantee is an example of how retailers are responding to rapidly changing consumer behavior due to GLP-1s.

And, as it turns out, GLP-1 users may be forcing positive changes across retail operations, from sizing to returns.

Use of GLP-1s is forecast to rapidly expand in the coming years, increasing from $42.6 billion in 2024 to $137 billion by 2030, according to Coresight Research data.

S. adults who are currently taking a GLP-1 for weight loss is 11%, up from 3% only two years ago, according to September research by Gallup.

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