Shoppers will show up this holiday season despite tariffs, according to survey
Shoppers won’t let economic and political turbulence deter them from holiday shopping— but many will skip the old playbook.
Three-quarters (75%) of consumers say they’ll spend the same or more on gifts this year, with Gen Z (29%) and millennials (25%) leading the charge in spending more, according to Salsify's inaugural 2025 Consumer Holiday Shopping Report. But from AI-curated gift guides and the digital takeover of Black Friday to the decline of social media’s shopping influence, consumers will rewrite the rules of the holiday season, noted the report.
“Shoppers aren’t letting inflation, tariffs, or global turmoil steal their holiday spirit,” said Dom Scarlett, research director at Salsify. “Black Friday is thriving, but not in-store. Gift discovery is shifting from social to search, video, and even AI. And more than ever, consumers are choosing brands that reflect who they are, not just what they want.”
Here are highlights from the report.
Black Friday
A record 73% of shoppers plan to participate in Black Friday this year, outpacing Cyber Monday’s 61%. Only 11% say they’ll shop Black Friday exclusively in stores, while nearly one in four will toggle between in-person and online deals. Millennials (46%) and Gen X (42%) are fueling the shift toward mobile-first shopping from the couch.
Social Media
Social media’s role in holiday discovery is fading. This year, only 28% of shoppers say it’s their go-to channel for finding gifts, down from 35% in 2024. In contrast, search engines (58%), online marketplaces (48%), and retailer websites (43%) now dominate the discovery landscape.
Even traditional formats such as TV and streaming video ads are resonating, influencing 12% of Gen X and 10% of millennials — outpacing blogs (7%) and podcasts (4%).
TikTok and Instagram now rank lower than marketplace ads (38%) and email campaigns (34%) in their influence on gift discovery.
AI
Half of all shoppers say AI tools, including chatbots and curated gift suggestions, would improve their holiday experience. Thirteen percent of millennials and 11% of Gen Z are already using AI to shop, making it more influential than blogs, podcasts, or print ads.
Sixty-three percent of millennials and 56% of Gen Z believe AI makes shopping easier and more personalized. Gen Z shoppers are also more likely to use voice assistants or chatbots for gift-finding help.
Boozy Gifts
Alcohol is having a moment. This season, 36% of shoppers plan to gift beer, wine, or spirits, surpassing toys at 33%, pet products at 16%, and home improvement items at 19%. The trend is especially strong in the UK, where 46% plan to gift alcohol, compared to 25% in the U.S.
Gen X leads the charge, followed by millennials. Domestic spirits and ready-to-drink cocktails are especially popular.
Fashion and apparel (54%), beauty and personal care (47%), and electronics (42%) remain among the top categories. But regional preferences stand out. U.S. shoppers are nearly twice as likely as their U.K. counterparts to gift electronics, while U.K. consumers favor food and drink.
Values
Sixty-one percent of consumers say they would pay more for holiday gifts from brands that reflect their values. That figure spikes to 75% for Gen Z, but the shift spans generations, even 50% of boomers say they’re willing to spend more on mission-aligned brands.
Top value drivers include sustainability, ethical sourcing, social impact and transparency.
Methodology
Salsify surveyed 1,010 participants, comprised of 510 shoppers from the U.S. and 500 shoppers from the U.K. The research employed a stratified sampling method to encourage balanced, comprehensive, and diverse representation, including a goal of 25% of survey respondents from each age group (ages 18–29, 30–44, 45–60, 61–79), a balanced gender ratio, and a balanced division between the U.S. and the U.K
