The holiday shopping season has already started, giving the green light to the stores that flood customers with alerting signs of sales and promotions. However, the declining excitement surrounding Black Friday raises an important question: What do these new holiday shopping trends mean for the customer experience, from trust in advertisements to shopping satisfaction?
The consumer advocacy website and review platform, PissedConsumer.com, has surveyed its users to discover key holiday shopping trends and buying decisions that are expected to define purchasing during the holiday period. Interestingly, 57.3 percent of the respondents replied that Black Friday is no longer relevant to their shopping needs, while 24.5 percent indicated they won’t be shopping this year, pointing to a significant shift in consumer behavior. Fewer shoppers opting in means every interaction (clarity of pricing, ease of returns, support availability) should remove friction and reinforce trust.
How many plan to shop on Black Friday?
Nearly 25 percent of those users who were interviewed said that they would choose Black Friday for their holiday shopping this year. However, of those surveyed who said they won’t be shopping this holiday season, 32.9 percent cited financial hardships as the primary reason, with another 40.7 percent claiming they shop when they need, adding to 21.5 percent who believe retailers tend to manipulate prices during the holiday season. This distrust reflects expectation-management challenges: consumers are unsure deals are real – a classic CX risk that raises effort scores and suppresses conversion.
There are some shopping trends emerging among those who said they wouldn’t be making 2025 holiday season purchases, as 28.4 percent said inflation was affecting their purchasing decisions, and 23.9 percent cited the impact of tariffs on prices as a key factor in reducing their shopping intentions this year. In such an environment, the role of CX is to guide shoppers through their choices by helping them quickly confirm product availability, costs, and delivery options to reduce decision fatigue and uncertainty.
How consumers plan to reduce their spending
The survey also shows that consumers are planning to curb their spending in 2025, with 48.1 percent waiting for sales, while 30.6 percent intend to shop earlier to catch discounts. 27.7 percent of respondents are buying fewer gifts, while 16.7 percent will shop with coupons to maximize savings. Interestingly, 13.4 percent plan to buy on Chinese websites (Shein, Temu, Aliexpress), seeking lower-priced options.
On the other hand, 16.9 percent of consumers mentioned they don't plan to save money during the holidays, which could indicate confidence in their budgets or a preference for flexibility over strict cost-cutting.
In terms of managing their holiday expenses, 44.4 percent of shoppers plan to save money beforehand, and 33.1 percent intend to use credit cards, showing that consumers are adapting in response to the current economic environment. Only 6.7 percent will use BNPL (Buy Now Pay Later) services, while 16 percent will dip into savings to cover costs.
It’s interesting to note that 70.4 percent are looking to invest in clothing or footwear, 42.1 percent in gift certificates, and 36.5 percent in toys and games. Despite tighter budgets, many consumers are still willing to spend if they can manage their purchasing decisions with strategic moves like waiting for sales or using coupons.
Shrinking budgets also increase consumer expectations for efficiency, and slow websites, unclear fees, or complicated returns can significantly affect purchasing decisions. As a result, shoppers are more demanding than ever for a seamless customer experience, one that includes accurate shipping, proactive updates, and easy exchanges. Retailers who ignore these expectations risk alienating cost-conscious consumers who already feel the pressure to cut back.
How consumers find holiday deals
Consumers can often find information about holiday season deals through a range of different channels. This year, 61 percent of respondents revealed that they like to look for great deals through online ads. However, when prices are mismatched or exclusions pop up at checkout, it can feel like a broken promise, making it a critical issue within the customer experience.
Black Friday, Cyber Monday, and Christmas can either delight or disappoint, all depending on the execution of the customer experience. This year, shoppers may adopt a more cautious consumer mindset, raising the stakes: clear promises, seamless checkout, reliable delivery, and hassle-free returns are what transform a discount into a memorable customer experience. Consumer behavior predictions for this year indicate that shoppers are less excited about deep discounts and more focused on finding meaningful and practical gifts, highlighting a shift in purchasing motivations.
Quick links: