"Who do they blame for higher prices? In a word, everybody. While Gartner found 69% say U.S. trade policies will make the holidays more expensive, that doesn't mean consumers are letting businesses off the hook. A July 2025 Harris Poll found that 63% of Americans believe companies are taking advantage of the economic climate to boost profits. And who can blame them when they see stories like this from yesterday's Wall Street Journal: "Job Cuts, Price Hikes Fueled This Season's Bumper Earnings.""
"That means transparency around pricing, paired with strong value messaging, is essential. Do everything you can to make paying for purchases easier. Flexible payment options such as Buy Now, Pay Later continue to grow in popularity, particularly among millennials. That gives shoppers a sense of control over constrained budgets. Loyalty programs and personalized deals let consumers feel they are getting smarter and more exclusive value."
Consumers are bracing for higher holiday prices, with three out of four U.S. shoppers expecting to pay more and 40% expecting fewer discounts, about 25% higher than in 2024. One in four plans to reduce overall spending. Sixty-nine percent attribute higher holiday costs to U.S. trade policies, and 63% believe companies are exploiting the economic climate to increase profits. Price transparency, authentic value messaging, flexible payment options like Buy Now, Pay Later, loyalty programs and personalized deals will influence purchase decisions. Nearly two-thirds plan to start gift buying before November and more than half notice holiday ads as early as summer, making midsummer campaign launches important.
Read at MarTech
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