Spending Smart: A Marketer's Guide to the 2025 Holiday Season
Our research reveals a “holiday paradox” as consumers navigate economic uncertainty with a mix of festive spirit and financial caution.
Here’s what marketers need to know.
The ‘Early Shopping Mirage’ is Real
Despite the year-round presence of holiday creep, consumers are drawing a firm line in the sand. The data reveals a growing resistance to premature marketing, with Thanksgiving solidifying its status as the official start of the holiday shopping season.
Patience is Thinning: 54% of consumers report feeling “really annoyed” by holiday ads, music, and displays before Thanksgiving—a 7-point increase from 2023.
November is Go-Time: A majority of shoppers (61%) will begin their holiday purchasing in November, a figure that has remained consistent. Marketers who jump the gun risk alienating a significant portion of their audience.
The Right Timing: The report advises a phased approach: subtle, brand-building themes before Halloween; early-access promotions in the lead-up to Thanksgiving; and a full-scale push for core promotions during the peak period from Thanksgiving to Cyber Monday.
Discovery is Automated, and Brands Must Keep Up
In an era of endless choice, shoppers are increasingly outsourcing their decision-making to algorithms. Automated recommendations are no longer a novelty but a primary driver of holiday sales.
Browsing Without a Brand: Nearly half of all shoppers (45%) begin their search without a specific brand in mind, making them highly receptive to discovery.
Inspiration to Purchase: An overwhelming 72% of consumers purchase items inspired by these automated suggestions at least sometimes.
The New Digital Shelf: With 94% of users planning to rely on these tools as much or more this year, the message is clear: if you aren’t visible on retail media, AI-powered search, and social channels, you don’t exist for half of all shoppers.
The Deal Hunter’s Dilemma: Value Over Vapid Discounts
While nearly all shoppers (96%) will engage in some form of deal hunting, they are doing so with a healthy dose of skepticism. The rise of “deal fatigue,” fueled by events like Amazon’s Prime Day, has made consumers wary of flashy but hollow promotions.
Skepticism on the Rise: Consumers are actively using price-tracking tools and are quick to spot artificially inflated prices designed to make a discount look more appealing.
Value is More Than Price: While discounts remain the top motivator, “value-add” offers are nearly as effective. Free shipping, bundled items (BOGO), and simple return policies are crucial for breaking through the noise and winning over the hyper-conscious shopper.
Authenticity is Key: In a sea of promotions, genuine value and transparency are paramount. Brands must ensure their offers feel authentic and are deployed strategically to build credibility and break the cycle of price comparison.
A Playbook for the Pragmatic Season
To connect with this thoughtful and pragmatic consumer, the report urges brands to elevate their strategy beyond simple price cuts. The key is to clearly define the role your product plays in the consumer’s life—whether it’s leading with Utility (a smart, reliable choice), Heart (an unforgettable, sentimental gift), or Hype (a trendy, “wow” item).
In a year where shoppers need a reason to choose you, communicating this value proposition effectively will be what separates the brands that connect from those that get overlooked.
👉Explore the full research by downloading the entire Spending Smart report PDF.
