Retailers aren’t just competing for carts—they’re competing for attention.
Every holiday season, consumers are flooded with deals, ads, and endless choices. The challenge isn’t just to stand out, but to stay relevant when every brand is fighting for the same moment. Success now depends on more than discounts or flashy promotions—it requires timing, experience, and understanding what truly drives shoppers.
And that understanding? It starts with insight.
What shoppers really want this holiday season
The holiday season has always been a high-stakes moment for retailers, but this year, the rules are shifting. Consumers are starting earlier, blending online and in-store experiences, and redefining what “value” means to them. Deals still matter, but so do quality, convenience, and trust.
A sneak peek at what’s shaping and driving U.S. shoppers in 2025
1. Deals still rule the season
No surprise here: getting a good deal remains the top priority for most shoppers. But value now goes deeper than just discounts. Consumers are weighing price against quality, convenience, and service. They want to feel their purchases are worth it—products that last, brands they trust, and experiences that make shopping easy. Combining affordability with reassurance will help retailers stand out from the crowd.
2. Hybrid shopping has become the norm
The divide between online and in-store has all but disappeared. Most U.S. shoppers are blending both, starting their search online before visiting stores to compare, confirm, and complete their purchases. That shift means experiences need to connect seamlessly across every channel. A smooth handoff between digital and physical—supported by consistent messaging, pricing, and availability—will define success.
3. Budgets are under pressure
Nearly half of consumers (46%) say they plan to spend less on gifts compared to last year, and many are being more selective about where they shop. While some are looking for discounts, others are scaling back on volume, buying for fewer people, or focusing on practical gifts that deliver long-term value. Meeting shoppers where they are financially will be key to winning loyalty and keeping them coming back.
How insight fuels better planning
The holiday rush leaves no room for guesswork. Without data-driven insights, it’s easy to miss early buying windows or overlook budget-conscious consumers. When brands understand when people shop, what motivates them, and how they move between channels, they can plan campaigns, staffing, and inventory more strategically.
Why this year matters more than ever
With tighter budgets and rising expectations, this year’s shoppers are more selective about where and how they spend. Brands that lead with empathy, insight, and agility will be the ones that win both hearts and wallets.
Holiday success isn’t just about sales. It’s about creating an experience that earns loyalty in the moment and trust that lasts.
Ready to see what’s driving this year’s shoppers?
Download SMG’s 2025 Holiday Shopper Insights Report to explore six emerging trends, discover when and how consumers plan to shop, and learn how to turn these insights into smarter, more strategic action.
