Michael Podolsky, Cofounder and CEO of PissedConsumer, a review platform that helps consumers be heard and brands improve their service.
It seems that the seasonal fleet of retail events, with Black Friday being the flagship, no longer has the same magnetism for consumers that it once did. With tariffs and inflation becoming more pronounced in the public consciousness, the latest holiday shopping data shows us that shoppers are changing their habits, and we’re seeing a more value-driven and value-oriented consumer mindset as a result.
This shift in shopping preferences has been in effect for a long time—the impact of inflation and tariffs has simply accelerated its progress—and it isn’t a temporary dip that can be ridden out. Businesses must adapt and realign with this paradigm.
Let’s first look at those facts, and then at how your business can make the best of this situation.
The Decline Of Traditional Holiday Shopping Events
Dominating the deals calendar for over a decade, Black Friday and Cyber Monday have become as notorious as traditional national holidays. But are they being relegated to relics of a time that is now passing by?
Recent PissedConsumer.com survey data suggests that such single-day spending splurges no longer align with most consumer attitudes: 57.3% of respondents believe that Black Friday is no longer relevant. It seems that many are now asking, “Why undergo the stress of crowds and FOMO when you can buy earlier and skip the hassle?” Some retailers are in step with this behavior change and are adjusting by launching their seasonal sales earlier and for longer.
Another driver of this shift may be a change in the perceived value of mass-produced, store-bought gifts. A Mastercard Economics Institute look at holiday shopping in 2025 draws the conclusion that consumers are moving away from physical goods in favor of gift cards, experiences and personal gifts with “greater emotional value.”
How Economic Factors Are Changing Consumer Shopping Habits
Of course, while value(s) and convenience do increasingly shape consumer trends, broadly speaking, these factors still come second to the financial concerns that underline seasonal shopping budgets. This is also reflected in the holiday shopping survey mentioned above, which unveils a majority belief by respondents that inflation and tariffs will force a change in their holiday shopping practices (64.9% and 63%, respectively).
So exactly how will inflation affect holiday spending plans this year? I’m seeing a more composed, calculated consumer going forward. Frivolity and impulse buying are taking a back seat to conscientious, considered shopping strategies. People are planning ahead, shopping around year-round and even using AI tools to locate value for money.
Other changes to how consumers are shopping for holiday gifts will see potential gift choices come under more scrutiny for their necessity and lasting practical value. This report discusses a “trading down” to more economical alternatives and a pull back to essential, practical goods such as food, clothing and homewares.
What is the upshot of this for business? If I were a retailer strategizing for the 2025 holiday shopping season, I would start with the question, “Do consumers see what we provide as good value? Are we a novelty or a necessity?”
5 Ways Your Business Can Adapt To Holiday Shopping Trends
Naturally, in the face of these changing consumer priorities, as a business, you’ll be asking, “Well, what can I do?” The answer is always to listen to what consumers want. I can suggest a few strategies that focus on solutions to these holiday shopping insights that can get you aligned with consumer trends.
1. Move beyond the one-day extravaganza.
Reassess the value of single-day shopping events in the current climate. Consider a promotional strategy that instead entices customers throughout the entire holiday shopping season.
2. Bring the season forward.
Consumers are doing their holiday shopping earlier and earlier, so ensure you cater to these early birds with budget-friendly gift suggestions.
3. Illustrate how you offer value beyond the price tag.
Holiday shopping statistics are telling us that consumers aren’t just looking at shelf price as a determinant of value; longevity and necessity are shaping perceptions too. People will be looking for useful products that last and promote durability, timelessness, strong warranties and enduring practical value.
4. Create a product narrative.
Consumers are seeking an “experience” in their purchases. So broaden the scope of what your product brings to the table by emphasizing the lifestyle aspect. It’s another way of adding perceived value in a cautious climate.
5. Leverage social proof.
Online reviews of your brand and products give potential consumers solid reassurance of quality and real-life experience with your business. An effective review management strategy will see your brand get the most benefit from this resource.
Providing Consistent Value To The Mindful Consumer
Holiday shopping in 2025 will see a more cautious consumer, but the spending won’t necessarily be reduced, more likely reallocated to fulfill these emerging needs: starting sooner, replacing novelty with necessity, seeking lasting value and emphasizing the experience.
It’s time for brands to move on from the old single-day retail event model—not necessarily abandon it, but expand to cater to the growing number of consumers who have left it behind. This gives people options and a broad value palette that doesn’t over-rely on pushing short-term discounts.
Inflation has us all reassessing our spending and perception of value. I think the key to good business during holiday shopping 2025 is helping consumers find a compromise that doesn’t feel like a step down.
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