假日购物洞察：2025年零售趋势、关税影响及消费者AI使用情况

2025 retail trends, tariff impactsand how consumers are using AI Holiday 2025: A renewed time for joy and cheer Despite a challenging economic climate, consumers across generationsare ready to spend. Is your marketing ready to take advantage asDecember nears? If last year was marked by post-electionstress and tightening purse strings, thisyear, U.S. consumers are clinging tooptimism and looking for ways to celebrate.But what does that mean for brands? Keep reading to explore whatconsumers have to say about: •How they’re budgeting and spendingacross categories•How tariffs are impacting theirspending and cost-saving strategies•Their preferred retailers andproduct/brand choices•Whether they prefer to shop in-storeoronline for holiday items•AI usage for holiday shopping andinspiration•Social media and influencer impacton holiday shopping Despite fresh concerns over tariffs and theeconomy at large, consumers acrossgenerations are planning to spend morethis holiday season, especially millennials.We’re also seeing an increase in AI usagefor holiday shopping and inspiration and anincrease in holiday travel spending. Howcan brandscapitalize on the excitement? Let’s begin. Methodology This online research study aims to evaluate U.S. consumerbehavior related to holiday shopping, with a focus on planningand celebration approaches, budgeting strategies, spendinghabits, impact of tariffs, cost-saving approaches, shoppingpreferences and purchasing decisions. Survey respondents To qualify for the research, respondents had to be between 18and 77 years of age and indicate they will be buying gifts forChristmas or Hannukah. Survey data was collected from July 21 toJuly 30, 2025. Keyfindings K E Y F I N D I N G S Consumer spending is looking up as weenter the holiday season, especially formillennials. The top spending categories across generations include gifts and groceries for holidaymeals and entertaining. 37% of Gen Z and millennials also plan to prioritize new clothingand outfits for holiday-related occasions. Besides typical cost-saving measures like sales, discounts and coupons, youngergenerations are also looking for opportunities to price-match, thrift and regift. 50% ofmillennials and 51% of Gen X also plan to redeem loyalty points. year-over-year increase in millennialswho plan to spend $1,000 or more onholiday shopping 30% K E Y F I N D I N G S More consumers are open to using AI for holidayshopping, especially Gen Z and millennials. Millennials had the biggest jump in likeliness to use AI forholiday planning andshoppingyear over year, with 26% saying they’d be open to it in 2024 and 37% in 2025. Gen Z and millennials are most likely to use AI for inspiration for their holiday travel,party planning and cocktail ideas, withmillennialsalso using it for clothingideasandvirtual try-ons. Besides ChatGPT, platforms like Gemini, Copilot andShop.appare alsogrowing in popularity. Brands need to ensure that their marketing messages areoptimized for AI and that they’re using AI tools to make the shopping process easierfor consumers. of Gen Z planning to use AI for holiday shopping areplanning to use ChatGPT. Want more insights intohow AI usage breaks down across generations?Reach out to a product expert to learn more. K E Y F I N D I N G S 3 out of 5 consumers are concerned about tariffsaffecting prices, and nearly half feel tariffs havemade it difficult to plan for holiday shopping. 65% of Gen Z feel uncertain about product availability (the highest of all generations).Younger generations are more likely to research products and what country productsare made in since tariffs have been introduced. Due to economic stress and potentialcost increases, brands will need to focus on providing value, as they might not be ableto provide sizeable discounts this holiday season. More than 50%of Gen Z and millennials have increased howmuch research they do when it comes to what country productsare made in. K E Y F I N D I N G S 75% of consumers haven’t started holidayshopping yet. 61% will start in Novemberor December. Among those who've already started holiday shopping, 33% of boomers startedbetween January and March of 2025, while 44% of Gen Z and 37% of millennials startedin July. Overall, the majority of consumers tend to do the bulk of their holiday shoppingin the last week of November or the first two weeks of December, with Gen Z targetingthe last week of November around Thanksgiving/Black Friday for shopping.For brands,promotional timing matters. Ensure your marketing campaigns and ad spendarealigned to the weeks before the peak shopping window to make the biggest splash. Consumers do most of their holiday shopping in: of Gen Z plans to start holiday shopping inNovember.Reach out to a product expert tolearn moreabout data trends across generations. K E Y F I N D I N G S Consumers plan to shop both in-store andonline this holiday season. We’re also noticing an increase in catalog influence, espe