The state of consumer holiday shopping 2025

Tariffs, inflation, and tighter budgets are rewriting the rules this holiday season. Here’s what you need to know.

The holidays may be a season of tradition, but in 2025, they’re also a season of tough choices. Consumers are spending less, shopping later, and prioritizing price above all else. Brand loyalty is fading, sustainability is slipping, and a single missed delivery can cost a retailer their customer. 

project44’s 2025 State of Consumer Holiday Shopping report reveals how shifting economic pressures and evolving shopper expectations are redefining the holiday landscape. Packed with insights from over 2,000 consumers, it’s your playbook for navigating a season where every dollar, and every delivery, counts. 

Here’s what you’ll uncover: 

• Tariffs shake consumer confidence: 80% worry about price hikes; 70% will cut back on gifts if costs rise. 
• Budgets are under lock and key: 4 in 10 cap holiday spending at $500; 82% are ready to trade down for savings. 
• E-commerce is non-negotiable: More than half of holiday budgets are online, yet 56% refuse to pay for faster shipping. 
• Values take a back seat: One-third say sustainability doesn’t matter in purchase decisions this year.