2025年假日购物报告

HolidayShoppingReport InsightsSummer 2025 A leadingstudydeliveringdata-driveninsights into2025consumerpreferences,from majorsales eventsto holidayshopping. WelcomeSimon-Kucher’s 2025Holiday Shopping Report Introduction The seventh annual report, based on insights from1,500 US consumers, provides a deep dive intoconsumer preferences, behaviors and plannedspending for holiday shopping and compares howthese trends have evolved over recent years. Our study predictions have proven to closelymatch actual outcomes and are used by retailersand consumer brands to make business decisions. This year’s study explores the following themes Summer sales vs. holiday shopping differencesKey purchasing driversThe role of AI In addition, we uncover how current topics such astariffs,flash sales,andinfluencers may impact seasonal shopping 2025 Holiday Shopping Trends:Executive summary of findings Disruptionfrom tariffs Trendsin spending AI goingmainstream Purchasingbehavior Seven-year itch: Whathas changed since ’19 ▪Over half of consumers nowturn to AI for holidayshopping support▪The leading uses of AI arefor price checks and dealalerts, but lack of trust andthe desire to control thegifting process remainissues–especially amongolder generations▪Gen Z also has limited trustin the quality of customizedrecommendations ▪Flagship sales events likeBlack Friday have lostmomentum, even asparticipation remains high▪Discount expectationspeaked during thePandemic but have sincereset, with most shoppersexpecting 25% or less▪Amazon remains adominant force, thoughsocial media and big-boxretail continue to shapeshopping in different ways ▪A significant share ofconsumers report tariffs areaffecting their shoppingdecisions▪Some customers are optingout of holiday shoppingentirely, citingcommercialization andfinancial constraints▪Shoppers rely on a varietyof payment methods-withcredit / debit cards andcash leading the way ▪Two-thirds of consumersnow start shopping beforeNovember, reflecting strongplanning habits▪Social media browsing isincreasingly shaping ideasand inspiration for holidayshopping▪Return rates are low overall,though reasons vary frompoor fit to unmetexpectations ▪Holiday spend perhousehold is expected toclimb in 2025▪Shoppers are deal-hungry,with discount expectationsreaching up to 40%-though smaller cuts remainthe norm across mostcategories▪Flash sales continue topolarize, many shoppersembrace them, while othersavoid themKey insights The 7-year itch: What has changed since ‘19 Trends in spending “Holiday spend will grow in2025, but growth hinges onbalancing meaningful discountswith a careful approach toflash sales.” Shikha JainPartner andHeadofConsumer&RetailforNorth America How much consumers will spend in 2025 Validity of the study Our holiday shoppingprojections have closelyaligned with findingsfrom other major,reputable sources,reinforcing theaccuracy of our outlook. This is anincreaseof The averageUS householdwill spend Our 2024 projections show that:▪Both our analysis and externalreports pointed to householdholiday spending just above$1,000▪Growth expectations of~8% year-over-year wereconsistently reflected acrosssources $1,077.22on holiday expensesin 2025 Trends in spending01 Not all consumers spend alike;while income matters a lot, itisn’t the only factor shapingholidaybudgets Key Insights Holiday spending expectationsbyincome level Higher-incomehouseholds (>$100,000annually) will spendsignificantly morethan lower-incomehouseholds (≤$100,000annually) this year While household withincome below $50,000slightly decreased theirspending, the largestincrease comes from the$100,000 to $149,999bracket (+14%) Consumers spend broadly across categories,but trips and appliances capture thelargest share Key insights More than 50% ofconsumers are spending orplanning to spend over$100 across essentials like: ▪Large HH appliances▪Home improvement▪Electronics▪Household consumables …buttrips, experiencesand large householdappliances drive thehighest spend, oftenexceeding $1,000 Trends in spending01 Seasonal shopping events:While popular events such as Black Friday, Cyber Mondayor Prime Day still lead the promo calendar, other events become increasingly relevant Key Insights Big promotional events,like Black Friday andCyber Monday, are stillperceived to provide thebest deals, butparticipation has peaked ▪In 2025, consumerparticipation in BlackFriday is expected to bedown 7% from 2024▪Prime Day expanded itsduration to 4 days tocapture overall recordsales, but was confrontedwith lower sales per day Expected discountsduring holiday shopping season are converging this year Key insights In 2025, consumersindicatesimilar discountexpectationscompared to2024 While discountexpectations remainslightly lower forlower-cost items (below$100) than for moreexpensive items ($250+),this gap is marginal Key insights Most shoppers anticipatediscounts capped at 25%,with higher expectationsonly for select bi