"The holiday season has always been retail's make-or-break time to shine, but the stakes are particularly high in 2025. It's shaping up to be one of the most unpredictable yet a s economic uncertainty lingers due to persistent inflation and the potential ripple effect of tariffs. For brands, this creates a perfect storm of pressure; it's no longer enough to capture attention with festive creative or gain ground by flooding channels with holiday messaging."
"The dollars are out there: Respondents to t National Retail Federation's annual consumer survey said they plan to increase their spending to the second-highest total in the survey's 23-year history. Yet, that spend will be tempered by restraint, with shoppers laser-focused on value. The brands that win will be those that show up strategically by understanding how shoppers are making decisions in this critical season."
Holiday 2025 will be highly unpredictable as economic uncertainty persists from inflation and potential tariffs, intensifying pressure on retailers. Brands need to deliver joy and relevance while proving strong, measurable returns on marketing investments rather than relying on festive creative or heavy messaging. Consumer intent remains robust per NRF, but spending will be tempered by value-seeking behavior. Gen Z may scale back holiday budgets while millennials, Gen X, and baby boomers maintain or increase spending. Many shoppers will prioritize traditions like gathering over a home-cooked meal. Declining Black Friday/Cyber Monday appeal emphasizes the need for strategic, accountable retail media solutions such as Roundel.
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