2025假日展望报告_季节性重构价值意义与代际变迁_19页_4mb

PwC Holiday Outlook 2025 Summary

Overview

The 2025 holiday shopping season is characterized by a shift towards reduced spending, value-driven purchases, and generational differences in consumer behavior. Despite economic pressures, traditions and meaningful experiences remain important, with retailers needing to adapt strategies for better engagement.

Spending Trends

• Overall holiday spending expected to decrease by 5% from 2024, with an average spend of US$1,552 per person.
• Gift spending drops to US$721, down 11%, while travel and entertainment hold steady.
• 84% of consumers anticipate cutting back spending due to rising prices, tariffs, and cost of living concerns.

Value and Innovation

• Value and affordability are priorities, with 78% seeking less expensive alternatives and 65% expecting post-holiday discounts.
• Digital tools, such as AI and social media, are increasingly used for finding deals; Gen Z commonly shops online and uses AI for recommendations.
• Payment methods evolve, with credit cards rising to 52% usage and cash surging to 48% to avoid fees and manage budgets.

Shopping Calendar

• The holiday season is tighter, with Thanksgiving to Cyber Monday being the peak period.
• Approximately 40% of gift spending occurs during this five-day span, and 80% is completed by Cyber Monday.
• Retailers should extend promotions earlier and leverage flexibility to capture sales amid a condensed calendar.

Generational Insights

• Gen Z (ages 17-28) slashes budgets by 23%, favoring sustainability and wellness; allocates 39% of spending to self-gifting.
• Millennials balance generosity with financial limits, spending less but maintaining steady purchase.
• Baby boomers increase spending by 5%, focusing on family gifts and higher-value items.
• Household demographics (e.g., with children) and location influence spending, with Northeast and West regions spending more.

Other Trends

• Focus on food and home gatherings: 72% plan home-cooked meals for celebrations, driven by cost savings and tradition.
• Travel remains steady at 44% among US consumers, but younger generations prefer family stays for cost savings.

Retailer Recommendations

• Emphasize value, personalization, and emotional resonance in marketing.
• Use AI for recommendations and dynamic pricing to enhance customer experience.
• Tailor offers to generational and demographic differences for better engagement.
• Leverage digital and flexible payment options to meet consumer demands.

For detailed data and methodology, refer to the full report.