The 2025 holiday season will look different for consumers and marketers.

Economic anxiety is forcing shoppers to weigh everyday costs against seasonal priorities. Tariff uncertainty and global instability are adding pressure.

As consumers head into the holidays, they will prioritize spending on important categories and experiences, and brands must adapt to shifts in shopping behaviors. Here are Inmar Intelligence’s predictions.

Value is more important than ever

Consumers aren’t abandoning holiday celebrations or spending; they’re making more deliberate choices.

Inmar’s research found that 82% plan to save on everyday essentials like groceries to budget for gifts, holiday meals, and family experiences. Many will turn to private labels, which see their biggest sales lift during the holidays.

What brands should do: Deliver value where it counts. Use a mix of incentives—coupons, digital offers, cash back, and personalized deals—paired with relevant media to stay on-budget and in-cart.

Holiday shopper conversion requires omnichannel presence

Holiday shopping is more fluid than ever. Over 70% of consumers plan to shop online, and 65% in-store; but many will do both. In fact, 40% or more will discover a product in one channel and buy it in another.

Inmar research shows consumers will find inspiration across digital and physical touchpoints. The key isn’t picking the “best” channel, it’s being present in as many channels as possible with consistency and relevance.

What brands should do: Plan for a nonlinear purchase path. Target peak moments and deliver personalized messages across digital, social, and in-store channels to ensure your message hits when it matters, driving real-time relevance and omnichannel impact.

Weight-loss and wellness will transform holiday shopping

Over 60% of consumers plan to buy healthier products this holiday season. With cost as a barrier, 95% will seek ways to make better-for-you options fit their budget, looking for sales, coupons, creator content, and more.

Many consumers are reshaping how they eat and shop, ultimately buying less overall or skipping certain categories, with 36% of consumers saying GLP-1 medications and weight-loss supplements are being used in their household.

What brands should do: Reach wellness-driven shoppers through health and purchase data signals. Deliver savings in high-receptivity moments to make healthier choices affordable.

Bottom line: Prepare for a more purposeful holiday shopper

Despite the economy and global events, consumers won’t cut spending completely—but they will plan ahead and make discretionary decisions. They’ll spend on what matters, skip what doesn’t, and seek brands that offer real value, relevance, and consistency. The winning brands will act with intention—and help consumers do the same.

Download the full “2025 Holiday Forecast” from Inmar Intelligence for data-backed strategies that align with consumer behavior.

—Lucie Pesch, Senior Director, Category Analytics at Inmar Intelligence