"Three out of four U.S. shoppers expect to pay more, according to Gartner's report, "2025 Holiday Advertising and Consumer Trends Marketing Must Address." The report said one in four Americans plan to spend less overall during the 2025 holiday season, and 40% expect fewer discounts. Discounts are one lever retailers can pull to create demand when shoppers are closely watching their spending."
"But data from Klaviyo that measured retail activity over the 2025 Labor Day weekend (Thursday to Monday) found sales grew compared to 2024 while discounts were harder to find. Klaviyo's data said the volume of discounts dropped in sporting goods (-8% year over year) and apparel/accessories (-3%), while most other categories stayed relatively flat. It's possible leaner stock levels due tariffs or supply chain changes discouraged retailers from offering more discounts in 2025."
Three out of four U.S. shoppers expect to pay more. One in four Americans plan to spend less overall during the 2025 holiday season, and 40% expect fewer discounts. Discounts act as a lever retailers use to stimulate demand when shoppers are closely watching spending. Klaviyo's Labor Day weekend data found sales grew year over year while discounts were harder to find. Discount volumes fell in sporting goods (-8%) and apparel/accessories (-3%), while most other categories stayed relatively flat. Apparel average order value rose by $10 year over year. Leaner stock from tariffs or supply chain changes may have reduced broad discounting, and sellers can target discounts more narrowly.
Read at MarTech
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