Holiday shopping in 2025 brings challenges for consumers. A Gartner Consumer Community survey of 367 U.S. shoppers, conducted in August 2025, shows 40% expect fewer holiday discounts in 2025 compared to last year. With 75% citing higher prices, shoppers brace for a costly season. This mix of fewer deals and rising costs pushes consumers and retailers to rethink strategies.
Holiday Discounts In 2025: Economic Pressures Shape Shopping Trends
Shoppers face tough times with higher prices and limited holiday discounts in 2025. The survey highlights key trends:
- Fewer Discounts: 40% of shoppers predict fewer holiday discounts in 2025, down from last year.
- Higher Costs: 75% expect to spend more due to inflation and rising prices.
- Trade Policy Impact: 69% believe U.S. trade policies will increase holiday shopping costs.
- Shopping Preferences: Only 40% prefer brand-specific websites, down from 61% in 2023. Meanwhile, 58% plan to shop via retail sites, and 43% will use retail apps.
- Social Media Decline: Only 7% plan to shop via social platforms, a 3% drop from 2024.
Retailers struggle with tight margins, limiting their ability to offer big holiday discounts in 2025 because consumers expect higher prices and fewer deals.
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Retailers shift toward multibrand platforms, with 58% of shoppers favoring retail sites over brand sites (30%). Mobile apps show similar trends, with 43% using retail apps versus 12% for brand apps. This shift challenges affiliate marketers to target marketplace partnerships, like Amazon’s programs, for better commissions.
With 25% of shoppers buying gifts during summer sales, early planning is key. Affiliates must create evergreen content to stay relevant. Shoppers split into two groups: 75% spending more due to higher costs and 25% cutting back. Affiliates need dual strategies—value-focused messaging for big spenders and budget tips for cautious buyers. Promoting local products could also boost conversions, as 69% worry about trade policy costs.
Holiday discounts in 2025 will be scarce, pushing retailers and affiliates to adapt fast.
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