2025年假日季比以往任何时候都更加复杂

AUGUST2025 ABOUT THIS STUDY Survey Methodology •The survey was conducted bydentsuviaToluna, an onlineresearch panel. •Administered on August 4, 2025.•Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.•Controls for nationally representative weighting acrossage, gender, region, race and ethnicity (using the latestpublicly available U.S. Census numbers)•How we defined “the holiday season” for surveyrespondents: Winter celebrations such as Christmas,Hanukkah, Kwanzaa, and New Year’s Eve, not includingThanksgiving. CONTENTS 01TOP CONSUMER INSIGHTS 02HOLIDAY HYPE CHECK 03AI: HOLIDAY’S HELPER 04THE GIFT SHIFT: PHYSICAL VS.EXPERIENTIAL 05CLOSING THOUGHTS S E C T I O N0 1 TOP CONSUMER INSIGHTS A IR E T A I L R E A C H E S C R I T I C A LM A S S P H Y S I C A LG I F T S S T I L L R E I G NS U P R E M E T H EG R E A T H O L I D A Y D I V I D E :E X C I T E M E N TV S .A P A T H Y 70% of consumers expect more AI shoppingtools this year, with 37% frequentlyencountering them, but only 50% rate currentAI tools as 'good' or 'excellent.' This indicateswe're witnessing the mainstreaming of AI retailexperiences despite consumers feeling theexecution quality is mediocre. Holiday sentiment has split into two camps—excitement versus apathy and exhaustion—withMillennials showing the highest excitementlevels while Gen Z and Boomers are morestressed. This bifurcation reveals a culturalmoment where the season's promise feels asoverwhelming as it does magical. Despite experiential gifting trends, mostconsumers continue to give physical gifts.Selections are evolving toward more practical,everyday-use items (41%) and personalizedproducts (35%). This shift reflects currenteconomic pressures where gift givers seekutility that feels thoughtful rather thanindulgence that feels wasteful. T H EA I G I F T P A R A D O X B U D G E TS T R E S S D O M I N A T E SH O L I D A YC O N C E R N S G E NA L P H A W A N T S D I F F E R E N TT H I N G S While 49% of AI users would like a gift more ifchosen by AI, 52% would keep their use of AI forgift selection secret from recipients unlessexplicitly asked. This reveals the complexpsychology around AI and personalconnection—even early adopters of the techwant AI benefits without attracting the currentstigma of AI attribution. Financial stress is the biggest holiday stressorat 25%, beating gift-finding anxiety nearly 2:1,with only 12% claiming holidays are notstressful. This suggests we've reached peakholiday pressure, where a season designed forjoy has become a financial stress test. 72% of those shopping for Gen Alpha say theywant different gifts than previous generations,with preferences spanning technology (43%),money/gift cards (42%), and in-game services(31%). The up-and-coming generation seeksboth physical and digital value, as well as moreagency over the gifting process. THE GREAT HOLIDAY DIVIDE. Holiday sentiment has split into two camps—excitement versus apathy and exhaustion—revealing a cultural moment where the season's promise feels asoverwhelming as it does magical. Millennials show the highest excitement levels, while Gen Z and Boomers are caught between apathy and stress. BUDGET STRESS BEATS GIFT STRESS ALMOST 2:1. Financial pressure dominates holiday concerns at nearly double the rate of gift-finding anxiety (25% vs 14%). The fact that only12% claim holidays areunstressfulsuggests we've reached peak holiday pressure. PRICE IS REDEFINING BRAND AUTHENTICITY. When asked what makes holiday marketing authentic, consumers elevate clear, straightforward pricing (33%) to the same level as human connection.,suggesting that authenticity is being viewed through the lens of financial stress. Successful brands will make the holidays feelaccessible and aspirational. 53%Of consumers say that themarketing or advertisingfrombrands during theholidays is authentic. PRICE ALSO REIGNS SUPREME IN HOLIDAY STORE CHOICE. Price sensitivity dominates store selection by nearly 2:1 over convenience (35%)—reinforcing the budget-first mindset. However,unique products (34%) andexceptional service (30%) still register, suggesting consumers haven't abandoned experiential desires, but do have financialguardrails in place. AS CONSUMERS SEARCH FOR BETTER VALUE, RETAILERS ARE DIVIDED. WhileJ.C. PenneyandThe Home Depotplan to hold their prices steady,Walmartand Lululemonwarned of higher prices to cope with tariffs. 50% Of respondents say theywon’t shop with retailersthat increase their prices. +25%from 2024 Source:Retail Dive CONSUMERS WANT TO FEEL A LITTLE HOLIDAY JOY. Despite–or perhaps because of–financial stress, consumers most want to feel a bit of joy this holiday season. Older generations are seeking out joy themost, while Millennials, perhaps in part due to their life stage, are slightly more likely to seek productivity and inspiration. TWO-THIRDS ARE BRANCHING INTO NEW HOLIDAY TRADITIONS. Most consumers are threading the needle between honorin