New Survey Shows Shoppers Are Showing Up This Holiday Season — Even Amid Tariffs and Turmoil
BOSTON, July 17, 2025 (GLOBE NEWSWIRE) -- Will tariffs deter holiday shoppers this year? Not according to a new consumer holiday shopping report from Salsify, the platform empowering brand manufacturers, distributors, and retailers to win on the digital shelf. The company released its inaugural 2025 Consumer Holiday Shopping Report today and the message is clear: even amid ongoing economic and political turbulence, shoppers are showing up this season — but they’re skipping the old playbook. From AI-curated gift guides and the digital takeover of Black Friday to the surprising rise of alcohol gifting and the decline of social media’s shopping influence, consumers are rewriting the rules of the holiday season.
In fact, spreading good cheer seems to be on everyone’s list with 75% of consumers saying they’ll spend the same or more on gifts this year, with Gen Z and millennials leading the charge. But it’s not just about how much they spend. It’s about how, why, and where they do it.
“Shoppers aren’t letting inflation, tariffs, or global turmoil steal their holiday spirit,” said Dom Scarlett (she/her), Research Director at Salsify. “Black Friday is thriving, but not in-store. Gift discovery is shifting from social to search, video, and even AI. And more than ever, consumers are choosing brands that reflect who they are, not just what they want.”
Black Friday Just Swiped Cyber Monday’s Crown
Black Friday is back, and now it’s digital. A record 73% of shoppers plan to participate this year, outpacing Cyber Monday’s 61%. Only 11% say they’ll shop Black Friday exclusively in stores, while nearly one in four will toggle between in-person and online deals. Millennials (46%) and Gen X (42%) are fueling the shift toward mobile-first shopping from the couch.
Retailer Insight: Cyber Monday is no longer the peak. Retailers should treat Black Friday as the digital centerpiece and focus on app-based early access, flash sales, and omnichannel execution.
AI Gift Guides Are the New Holiday Hero
Half of all shoppers say AI tools, like chatbots and curated gift suggestions, would improve their holiday experience. Thirteen percent of millennials and 11% of Gen Z are already using AI to shop, making it more influential than blogs, podcasts, or print ads. For younger consumers, AI is more than a novelty, it’s expected.
Sixty-three percent of millennials and 56% of Gen Z believe AI makes shopping easier and more personalized. Gen Z shoppers are also more likely to use voice assistants or chatbots for gift-finding help.
Retailer Insight: Shoppers are asking AI what to buy. To show up in those results, brands must optimize product data for AI-powered search and recommendation engines.
From TikTok to TV: Shoppers Are Changing the Channel
Social media’s role in holiday discovery is fading. This year, only 28% of shoppers say it’s their go-to channel for finding gifts, down from 35% in 2024. In contrast, search engines (58%), online marketplaces (48%), and retailer websites (43%) now dominate the discovery landscape. Even traditional formats like TV and streaming video ads are resonating, influencing 12% of Gen X and 10% of millennials — outpacing blogs (7%) and podcasts (4%).
TikTok and Instagram now rank lower than marketplace ads (38%) and email campaigns (34%) in their influence on gift discovery.
Retailer Insight: Discovery is fragmenting. Shoppers are searching, streaming, and scrolling — but not necessarily where brands expect them to. Rebalance investments accordingly - return on retail media investments are dependent on quality product content.
Boozy Gifts Take the Lead as Electronics Surge Stateside
Alcohol is having a moment. This season, 36% of shoppers plan to gift beer, wine, or spirits, surpassing toys at 33%, pet products at 16%, and home improvement items at 19%. The trend is especially strong in the UK, where 46% plan to gift alcohol, compared to 25% in the U.S.
Gen X leads the charge, followed by millennials. Domestic spirits and ready-to-drink cocktails are especially popular. With tariffs expected on imported liquor, prices may rise or availability may shrink by December.
Fashion and apparel (54%), beauty and personal care (47%), and electronics (42%) remain among the top categories. But regional preferences stand out. U.S. shoppers are nearly twice as likely as their U.K. counterparts to gift electronics, while U.K. consumers favor food and drink.
Retailer Insight: Booze has gone from bar cart to gift list. With global pricing pressures looming, now is the time to secure domestic supply and use creative messaging and bundling. Electronics brands should lean into U.S. demand, while U.K. retailers can win with premium food and beverage offerings.
Shoppers Are Putting Their Money Where Their Values Are
More than ever, shoppers are prioritizing meaning over markdowns. Sixty-one percent of consumers say they would pay more for holiday gifts from brands that reflect their values. That figure spikes to 75% for Gen Z, but the shift spans generations, even 50% of boomers say they’re willing to spend more on mission-aligned brands.
Top value drivers include sustainability, ethical sourcing, social impact, and transparency.
Retailer Insight: Shoppers are choosing gifts that reflect their identity. Don’t just say what you sell — show what you stand for.
For more insights on the survey methodology and to download the full 2025 Consumer Holiday Shopping Report, visit here.
About Salsify
Salsify helps thousands of brand manufacturers, distributors, and retailers in over 140 countries collaborate to make every product experience matter. The company’s Product Experience Management (PXM) platform enables organizations to centralize all of their product content, connect to the commerce ecosystem, and automate business processes in order to deliver the best possible product experiences across every selling destination.
Learn how the world’s largest brands, including Mars, L'Oreal, Coca-Cola, Bosch, and ASICS, as well as retailers and distributors, such as DoorDash, E.Leclerc, Carrefour, Metro, and Intermarché, use Salsify every day to drive efficiency, power growth, and lead the digital shelf. For more information, please visit: www.salsify.com.
Media contact:
Carolyn Adams
carolyn@bluerunpr.com


TIN LIÊN QUAN
COSRX Rounded Up Valentine's Day Snail Mucin Skincare Gifts
LOS ANGELES, Feb. 12, 2023 (GLOBE NEWSWIRE) -- Getting a late start on Valentine's Day gift shopping? To help last-minute shoppers delight a partner,...
Consumer Trends Set to Define Travel This Year, According
The travel industry is adapting to new trends driven by new consumer demands as the sector continues its post-pandemic recovery....
THỦ THUẬT HAY
Tạo mật khẩu smartphone Android tự thay đổi mỗi giờ: Đố ai mở được khóa?
Trước hết, chúng ta cần tải phần mềm có tên là Screen Lock - Time Password trên Google Play.
Cách kiểm tra Macbook của bạn đang sử dụng chuẩn Wifi 802.11 nào
Thường thì chẳng mấy người dùng Mac quan tam đến việc Macbook của họ đang sử dụng chuẩn Wifi 802.11 nào. Tuy nhiên với những người dùng “cao” hơn một chút hay các Admin hệ thống mạng muốn biết chuẩn Wifi 802.11 nào
Cách tải video Youtube trực tiếp để xem ngoại mạng trên iPhone/iPad
Trước đây, để có thể xem video ngoại mạng trên ứng dụng Youtube, bạn phải sử dụng phiên bản YouTube Premium (Phải trả phí hàng tháng). Tuy nhiên, mới đây YouTube đã thử nghiệm mở tính năng này cho người dùng phổ thông
5 cài đặt ẩn tránh bị lạm dụng thông tin cá nhân trên Facebook
Sau vụ bê bối Cambridge Analytica, đã có rất nhiều cá nhân và tổ chức lớn tự xóa tài khoản của mình khỏi mạng xã hội Facebook nhằm phản đối việc để rò rỉ dữ liệu khoảng 50 triệu người dùng. Tuy nhiên, nếu bạn vẫn muốn
Các cách tra cứu mã số thuế chi tiết, đơn giản nhất hiện nay
Bạn đang muốn tra cứu mã số thuế nhưng vẫn chưa biết cách làm thế nào? Dưới đây là cách tra cứu mã số thuế vô cùng đơn giản bạn nên tham khảo. Cách tra cứu mã số thuế cá nhân đơn giản Cách 1: Tra cứu bằng website của
ĐÁNH GIÁ NHANH
Đánh giá OnePlus 5 - Chiếc điện thoại giống tất cả
Bản Oneplus 5 này đã thay đổi về quan điểm chiếc siêu điện thoại giá rẻ đến từ Trung Quốc này, xu hướng giống các siêu phẩm đang bị lạm dụng quá đà đã làm giảm sự húng thú của khách hàng.
Đánh giá Dell XPS 15 2-in-1: Mạnh mẽ, sang trọng, pin trâu
Laptop Dell XPS 2 in 1 không hẳn là một dòng máy tính mới (về cơ bản nó chính là Dell XPS) nhưng sự linh hoạt của nó giúp ích cho người dùng rất nhiều trong quá trình sử dụng hàng ngày. Bạn có thể sử dụng tại chỗ hoặc
Đánh giá Oppo F9: Ngoài camera selfie thì còn gì nữa?
OPPO F9 là chiếc smartphone tầm trung mới nhất vừa được giới thiệu với nhiều điểm nhấn hấp dẫn. Vậy ngoài danh tiếng camera selfie thì sản phẩm...