Holiday shopping in 2025 offers challenges for consumers. A Gartner Consumer Community Survey of 367 American shoppers, executed in August 2025, shows that 40% expected fewer holiday discounts in 2025 compared to last year. With 75% that quotes higher prices, Shoppers are bracing themselves for a precious season. This mix of fewer deals and rising costs pushes consumers and retailers to reconsider strategies.
Holiday Discounts in 2025: Economic pressure are Shopping Trends
Shoppers are confronted with difficult times with higher prices and limited holiday discounts in 2025. The survey highlights important trends:
- Fewer discounts: 40% of the shoppers predict fewer holiday discounts in 2025, by last year.
- Higher costs: 75% expects to spend more due to inflation and rising prices.
- Trade policy Impact: 69% believe that American trade policy will increase the store costs for vacation.
- Store preferences: Only 40% prefer brand-specific websites, a decrease of 61% in 2023. Meanwhile, 58% plans to shop via retail sites, and 43% will use retail apps.
- Decrease in social media: Only 7% plans to shop via social platforms, a decrease of 3% from 2024.
Retailers struggle with tight margins, which limits their ability to offer large holiday discounts in 2025 because consumers expect higher prices and fewer deals.
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Retailers shift to multi -brand platforms, where 58% of the shoppers prefer retail sites above brand sites (30%). Mobile apps show similar trends, with 43% use of retail apps versus 12% for brand apps. This shift challenges affiliate marketers to focus on market partnerships, such as Amazon’s programs, for better committees.
With 25% of the shoppers who buy gifts during the sale of the summer, early planning is the key. Affiliates must make evergreen content to remain relevant. Shoppers split into two groups: 75% spend more due to higher costs and 25% closure. Affiliates need double strategies-on value targeted messages for large expenses and budget tips for careful buyers. Promoting local products can also increase the conversions, because 69% are concerned about the costs of trade policy.
Holiday discounts in 2025 will be scarce, so that retailers and affiliated companies quickly adjust.
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