Holiday shopping is rewriting the consumer playbook. Our 8th Annual Holiday Shopping Study illustrates how economic pressures, changing perceptions of value, and the emergence of social media tools are reconstructing consumer shopping behavior this season.
Insights from more than 1,500 U.S. consumers finds that shoppers aren’t abandoning holiday spending altogether. Rather, they are becoming more deliberate in their decisions around where, when, and how they spend. The real challenge for retailers and brands is reassessing how to win buyers.
This report covers:
- How consumers are readjusting their spending priorities and holiday budgets
- Why consumers are questioning discount authenticity
- How consumers are adapting their purchase behaviors to tighten budgets, while preserving meaningful holiday traditions
- Shoppers' growing use of AI tools to research products, compare options, and make purchase decisions
- Social commerce platforms like TikTok Shop LIVE that are redefining product discovery and conversion
For retailers and brands, it’s not just about capturing holiday demand, but knowing where to compete and how to win.
Explore the full holiday study and how retailers can prepare for what’s next.
