U.S. Holiday Shoppers are Leveraging Online Resources, and Prioritizing Flexible Shopping and Return Options to Maximize Convenience and Value
A Gartner Consumer Community survey of 367 U.S. consumers, conducted in August 2025, showed 40% of respondents expect to see fewer discounts (see Figure 1). Meanwhile, 75% of holiday shoppers are citing higher prices as a reason they expect to spend more on holiday gifts this year compared to last.
“Consumers are anticipating higher prices, supply chain disruptions and fewer discounts from retailers this holiday season,” said Brad Jashinsky, Director Analyst in the Gartner Marketing practice. “This challenging environment requires CMOs and their teams to create campaigns that effectively convey value and connect with consumers before and during the holiday shopping season.”
The Shopping Experience
Hybrid shopping options—such as buy online, pick up in-store or curbside, and same-day delivery — continue to gain traction, with consumers valuing the ease and potential cost savings these methods offer.
Extended holiday return policies are also influencing purchase decisions, especially among younger generations, with approximately 70% indicating that flexible returns would encourage them to buy.
Figure 1: Expected Frequency of Brand-offered Discounts During Upcoming Winter Holiday Season, By Year
![[Image Alt Text for SEO]](png/2025-09-02-holiday-retail-figure-1.png)
Source: Gartner (August 2025)
