"Getting crafty about cutting corners, consumers are changing their approach to holiday shopping. Against a background of intimidating inflation and tariff costs, the traditional peak spending season is moving away from the short, sharp spending spree that it has always been associated with. Instead, shoppers are shunning impulse buys for a more measured, strategic, and information-led approach. Recent holiday shopping reports help identify these trends."
"These holiday shopping trends introduce a new consumer character that brands must adapt to, and reminds us that dynamism and close attention to consumer sentiment are indispensable. Rather than separate options, both online and in-person shopping are playing a part in the customer journey. Seventy-seven percent of consumers are searching for items on their mobile devices even while in the store."
"While many plan to spend less in their holiday shopping this year, another take is that consumers will spend the same, while changing their shopping behavior. For example, holiday shopping data suggests that 81 percent plan to focus on gift cards this holiday, as more are assessing purchases for their necessity, price, and long-term value. 3. Consumers are beginning holiday shopping earlier"
Holiday shoppers in 2025 adopt a hybrid shopping model that combines online research with in-store purchasing, using mobile devices and reviews while in stores. Inflation and tariff pressures are prompting consumers to make calculated trade-offs, prioritize necessity and long-term value, and shift spending toward gift cards. Many shoppers plan similar total spend but will alter behaviors, favoring information-led purchases over impulse buys. The shopping season is starting earlier as consumers spread purchases over a longer period. Brands must adapt strategies to hybrid journeys, value messaging, and earlier engagement to meet changing consumer expectations.
Read at Inc
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