Consumer sentiment and intentions recommend that the 2025 holiday purchasing season can be much less predictable and extra unfold out than any earlier 12 months. While most plan to spend about the identical as final 12 months, a rising quantity intend to spend extra, in accordance to Circana’s annual Holiday Purchase Intentions Consumer Survey.
Consumers expectation of upper costs will impact what, the place, and when consumers store, with extra holiday buyers planning on getting an earlier begin to keep away from attainable future value will increase and benefit from early season promotions.
Average US holiday spending is projected at $796, up about 3 per cent YoY, as over 80 per cent of buyers count on larger costs due to tariffs and financial pressures, in accordance to Circana.
Consumers are beginning earlier, looking for offers, and specializing in sensible purchases.
Black Friday stays key, however total purchasing patterns are anticipated to be much less predictable this 12 months.
More than a 3rd (34 per cent) of holiday buyers stated that they are going to benefit from extra offers this 12 months. Higher costs could end in fewer items to wrap, as 31 per cent of buyers say they are going to purchase fewer objects this holiday.
Holiday buyers have expanded the period of their purchasing season with an early begin. Almost half of consumers plan on beginning their holiday purchasing earlier than Thanksgiving, and 24 per cent have already began and even completed, up almost 4 proportion factors (pp) from final 12 months.
Black Friday stays the preferred of the standard purchasing days, with 19 per cent planning it as the kick-off to their holiday purchasing.
The variety of consumers planning to wait until December, thereby getting a late begin to holiday purchasing, is the bottom (19 per cent) it has been lately.
Practicality takes centre stage as consumers are planning on spending extra on issues like residence home equipment, housewares, and sporting items.
“The volatility of consumers is evident in their feelings about the holiday shopping season, which means the flow of the 2025 holiday shopping season will be less predictable,” stated Marshal Cohen, chief retail advisor for Circana. “While consumer spending to date has demonstrated resilience, final retail holiday results will be greatly influenced by the timing of everything from promotions to the news of the day.”
“Holiday 2025 will be full of surprises and challenges—from comparisons to the 2024 election impact and continuous economic uncertainty, to the influence of social media influence and the spirit of the holiday season,” added Cohen. “Marketers will need to be diligent in their efforts to inspire the consumer, whether it is tapping into pent-up demand for products from key industries, like apparel, toys, and technology, or appealing to the consumer’s core value of the moment—whether price or priority.”
Fibre2Fashion News Desk (SG)