2025年假日消费者脉搏调查

ExecutiveSummary •Household income increased for 49% and decreased for 48%; the decrease was significant (down 25% or more) for one-in-five respondents•Among those with increased incomes, promotions were the top driver of the change (58%); income decreases were mainlydriven by job losses (38%)•79% believe that tariffs will result in price increases—52% are looking for discounts while 50% plan to buy less overall as aresult •Winter 2025 spending outlook shows consumers continue to be selective—with increases in some categories and decreasesin others; compared to winter 2024, consumers are pulling back slightly across most categories•Expected winter 2025 spending is up for essential categories like groceries (+23%), automotive (+12%) and personal careproducts (+7%), though increases are less than last year; Consumers also expect to spend more on apparel (+3%) andpersonal care services (+2%)•Consumers expect to spend less for toys (-15%), furniture (-12%), and hobby supplies (-9%), among other categories•While winter 2025 spending is more cautious than last year, the trend is broadly on par with fall 2025 spending 02Consumerspending ExecutiveSummary(continued) •42% expect to increase holiday shopping spending, 31% plan to decrease spending, and 27% expect no change•On average, consumers expect to spend 4.6% more on holiday shopping this year compared to last•The top gift choices by category are gift cards (58%) and apparel (54%), and consumers expect to spend more this year inboth categories•33% prefer shopping online while 18% prefer shopping in-store—49% are neutral•Outlet stores are the most popular type of retailer for holiday shopping, but dollar store shopping is up 7%•Approximately one-third have purchased items after seeing content on YouTube or Instagram •The top gifts people want to receive are money (57%), gift cards (48%), and apparel (39%)—on par with last year•57% plan to shop for themselves this holiday season; expected spending on oneself is up 20% year-over-year•The risk of inflation is the top concern for holiday shoppers—with 80% either somewhat or very concerned•52% are concerned about shipping delays, and 56% of these are planning to shop early to avoid delays•41% have used GenAI to research gift ideas or plans, and another 22% are interested in doing so 04Holiday gifting ExecutiveSummary(continued) Demographics01 Surveydemographicsarewithin+/-3percentofU.S.censusforgender,age,andincome Surveydemographicsarewithin+/-6percentforraceandregion Respondent demographic profile Householdeconomics02 Householdincomeincreasedfor49percentanddecreasedfor48percent;thedecreasewassignificant(down25percentormore)forone-in-fiverespondents Respondentsfromhigh-incomegroupsreportedanincreaseintheirhouseholdincome,whereasthosefromlow-incomegroupsexperiencedadecrease 79percentbelievetariffswillresultinpriceincreases Abouthalfofconsumers(52percent)arelookingfordiscountsandbuyinglessoverall(50percent) Consumerspend03 Comparedtowinter 2024,consumersarepullingbackslightlyonspending;consumerspendingremainsselective—withincreasesinsomecategoriesanddecreaseselsewhere Winter2025spendingoutlookisbroadlyinlinewithtrendsfromthisfallacrossmostcategories 68percentofconsumersusecreditscardsregularlyforpayments—morefrequentlythananyotherpaymentmethod 37percentofcustomershaveusedsocialshopping(i.e.,shoppingdirectlyonsocialplatforms)andanother23percentplanto doso SocialshoppingisrelativelypopularwithGenZandMillennialswhileGenXandBabyBoomersuseitlessoften Holidayactivities04 90percentplanto celebrateChristmasand85percentThanksgiving Expected2025holidayspendingisup4.6percentyear-over-year Holiday shopping plans, 2024 versus 2025 Consumersinthehighholidayspendingcategory($2,000ormore)planto increasespending8percentyear-over-year,alargerincreasethanothergroups Allconsumersexceptthosewith lessthan$50Kinhouseholdincomeshowayear-over-yearincreaseinholidayspending Holidayspendingincreasesaredrivenbyconsumersbuyingmoregiftsperpersonandshiftingtowardmoreexpensivegiftcategories Comparedto2024,averagegiftspendingisrelativelysteadyacrossmostcategories—withanincreaseingiftcardspendingandadecreaseinelectronics Comparedto2024,theshareofgiftselectionsisbroadlysteady—withslightsharedecreasesinapparel 33percentofconsumersprefershoppingonlinewhile18percentpreferin-store—but49percentareneutral,ahighersharethanlastyear Moremalesandyoungergenerationarecomfortablewithpayingapremiumfortheironlineorders Consumerspreferin-storeshoppingforsomecategories,suchasapparel,jewelry,décor,andpersonalcareservices Browsingretailerandbrandwebsites,andrelyingonword-of-mouth,arethemostcommonmethodsto researchholidayshoppingpurchases 38percentarelikelyto shopatdollarstoresfortheholiday—up7percentagepointsyear-over-year Consumersaremostlikelyto shopatoutletstoresfortheholidays—consistentwithlastyear Pricediscounts/salespromotionsarethemostimportantfactorwhenconsumersselectthecategoryofretailer Productqualityisthetopfactorforsomeca