Gartner Finds U.S. Holiday Shoppers Embrace Hybrid Shopping and Early Deals Amid Economic Uncertainty

U.S. holiday shoppers are increasingly prioritizing convenience, flexibility, and value in response to ongoing economic uncertainty and rising prices, according to a survey by Gartner, Inc., a business and technology insights company.

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."

Early holiday shopping is now the norm, with nearly a third of shoppers planning to purchase holiday gifts by October. Retailer websites and apps are preferred over brand-specific sites, and social media is playing an increasingly important role in gift inspiration.

“Brands should begin promotional campaigns in late summer or early fall at minimum, to align with the consumer shopping timeline,” said Jashinsky. “Many brands should also consider selling through retailer marketplaces such as Amazon and Walmart or social commerce such as TikTok Shop as both channels increase in consumer preference.”

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.

A quarter of U.S. consumers surveyed expect to spend less on holiday shopping this year; a possible symptom of current economic and pricing uncertainty. Moreover, 69% percent of holiday shoppers expect U.S. trade policies in particular to make their holiday shopping more expensive this year.

“Brands must emphasize value, deals and competitive pricing throughout the season to address consumer price sensitivity and expectations of fewer discounts,” said Jashinsky.

Gartner clients can read more in the report: 2025 Holiday Advertising and Consumer Trends Marketing Must Address