According to the Holiday Shopping Report 2025 compiled by the forecasting agency First Insight, the holiday season will be marked by tighter budgets, an increased search for value, and the adoption of artificial intelligence tools to discover, compare, and purchase.
This study was conducted in November 2025 among 1,145 American consumers.
Budgets under pressure
The majority of consumers plan to reduce or stabilize their end-of-year spending:
• 74% will spend the same or less
• 41% will buy fewer items
• 23% are actively looking for discounts
• 80% will only consider a purchase if there is a discount of 15% or more
“The general public now favors value over volume,” comments First Insight.
Gift cards are becoming one of the levers for controlling spending. 68% of respondents plan to buy them and 62% will buy more than in 2024.
According to the study, they allow consumers to “keep control of their budget while simplifying their purchases.”
The search for bargains
Respondents will shop in stores to compare prices and find promotions (58%).
Forty-seven percent prefer e-commerce for its convenience. However, 57% of consumers are concerned that their purchases will not arrive in time for the holiday season. Eighty-six percent are willing to pay higher shipping costs to ensure reliable delivery.
Nearly one in five consumers are even willing to pay more than $20.
When it comes to buying beauty products, 24% prefer …
