2025假日展望报告_季节性重构价值意义与代际变迁

PwC Holiday Outlook 2025 Summary

Introduction

This year's holiday season marks a notable decline in consumer spending due to economic pressures like rising prices, tariffs, and higher living costs. While there is still enthusiasm for traditions, spending is expected to be down, reflecting a shift toward smarter, more value-driven purchases and personalized experiences across generations.

Key Spending Trends

• Overall average holiday spending is projected to decrease by 5% from 2024, with gift spending dropping 11% on average. Consumers cite economic uncertainty and cost concerns as primary reasons for curtailing spending.
• Gift cards are becoming a popular alternative, used by many to stay within budgets while preserving gift-giving norms.

Generational Shifts

• Gen Z leads in budget reductions, with 23% expected to cut spending, driven by tough job markets and limited savings. They prioritize sustainability and wellness, opting for resale and eco-friendly products.
• Millennials anticipate minimal changes, likely balancing earnings with expenses, while continuing to spend on family gifts. Boomers, on the other hand, plan slight increases, focusing on tradition and family-oriented purchases.

Value and Personalization

• Value is paramount, with 78% of shoppers seeking deals and 65% expecting post-holiday discounts. Digital tools like AI and social media are key for discovering discounts and comparing prices.
• Meaningful spending is on the rise, with consumers emphasizing experiences, family time, and items that align with personal values, such as sustainable or health-focused gifts.

Channel and Payment Flexibility

• Online marketplace use has grown to 51% of total planned purchases, with in-person shopping remaining strong. Payment methods like cash and credit cards are shifting in popularity, with a rise in digital options like PayPal.
• Fulfillment choices, such as home delivery and buy-online-pick-up-in-store, are gaining traction to accommodate busy schedules and tighter holiday windows.

Condensed Shopping Timeline

The holiday shopping period is now compressed, with most spending (80%) occurring by the end of Cyber Monday. This forces retailers to innovate earlier, capitalizing on trends like "Summerween" (early promotions) to extend the season strategically.

Gift Preferences and Themes

• Traditional material gifts are declining, giving way to consumables, food, and shared experiences. Food-related spending is resilient, with 72% of consumers planning home-cooked meals for gatherings, driven by cost savings and family bonds.
• Generational nuances are evident: Gen Z leans toward wellness-focused gifts, while boomers prefer traditional indulgences.

Implications for Retailers

• Tailored strategies are essential; one-size-fits-all approaches are outdated. Retailers should embrace personalization, flexibility, and digital innovation to connect with consumers on their terms.
• Prioritizing value, emotional resonance, and responsive customer service will help retain loyalty beyond the holidays.

Conclusion

The 2025 holiday outlook highlights a season defined by value-conscious choices, generational diversity, and a shift away from traditional excess. By adapting to these changes, retailers can thrive in a more cautious, personalized market.