美国关税调查系列_关税压力下的假日消费_14页_1mb

U.S. Tariff Survey Series: Holiday Spending Under Tariff Pressure Summary

Core Content

The U.S. Tariff Survey Series: Holiday Spending Under Tariff Pressure provides insights into the 2025 U.S. holiday shopping season, emphasizing the impact of tariffs, inflation, and shifting consumer behaviors. The report highlights how shoppers are navigating a highly price-sensitive environment with caution, creativity, and a strong focus on value. It underscores the importance of transparency, personalization, and emotional engagement in driving conversions and building loyalty.

Main Viewpoints

• Consumer Confidence is Uneven:

  • Only 26% of consumers feel more optimistic about spending by December.
  • 26% feel more cautious, 21% less secure, and 12% panicked.
  • Younger generations (Millennials and Gen Z) show more optimism (26–30%) compared to older generations (Boomers at 17%).
  • Men (32%) report higher optimism than women (13%).

• Price Sensitivity Drives Behavior:

  • 49% of shoppers are seeking deals more frequently.
  • 38% are spending less or reallocating budgets.
  • 29% are prioritizing essentials over gifts.
  • Gen X leads in deal-seeking (56%), while Millennials and Gen Z are at 50%.
  • 50% of shoppers abandoned BFCM carts due to taxes, fees, or shipping costs.

• Transparency as a Loyalty Catalyst:

  • 56% of consumers are more likely to remain loyal to brands that communicate transparently about pricing, stock, and promotions.
  • 78% of Gen Z and 59% of men value transparent communication.
  • Transparency reduces anxiety and builds trust, especially in a volatile pricing environment.

• BFCM Participation is Mixed:

  • 33% of consumers skipped BFCM, with Boomers (55%) being the most likely to do so.
  • Online shopping dominated among participants, with Millennials, Gen Z, and Gen X showing high engagement.
  • 47% of shoppers reported spending about the same as last year, 38% spent less, and only 15% spent more.

• Consumer Strategies:

  • Younger shoppers (Millennials and Gen Z) are more strategic in their shopping, using tactics like cart abandonment, product revisits, and email/SMS subscriptions for discounts.
  • 34% of Millennials used cart abandonment as a tactic for better deals.
  • Boomers (64%) largely avoid these digital tactics, preferring straightforward offers.

• AI Adoption is Growing but Generational:

  • Millennials (26%) and Gen Z (30%) are more likely to use AI for deal-finding during BFCM.
  • 87% of Boomers do not use AI, indicating a trust gap.
  • AI must be positioned with clear value and explanation to appeal to all demographics.

• Preferred Channels:

  • Email remains the top channel for receiving personalized offers, preferred by 50% of consumers.
  • Mobile channels are gaining traction, especially among younger shoppers: 48% of Gen Z prefer SMS, and 39% of Millennials respond to app push notifications.
  • Gender differences are evident: women show higher preference for SMS (37%) than men (30%).

Key Information

• Survey Methodology:

  • Conducted December 2–4, 2025.
  • Sample size: 371 U.S. consumers, evenly split across genders and age groups.

• Key Takeaways:

  • Value is king: Shoppers prioritize affordability and real savings.
  • Trust is currency: Transparency and honest communication are critical for conversion.
  • Younger shoppers are tech-savvy and strategic: They expect personalized, efficient, and authentic experiences.
  • Older shoppers value stability: They are less engaged with digital tactics and more sensitive to price fluctuations and fees.

• Brand Implications:

  • Brands must combine clarity with personalization.
  • December activation is key, especially for unactivated shoppers.
  • Cross-channel synchronization is necessary to meet consumer expectations.
  • AI integration should be gradual and transparent to build trust.

Closing Insight

The 2025 holiday season is characterized by caution, value-seeking, and a demand for transparency. Shoppers are motivated but financially strained, and brands that communicate with empathy, simplicity, and real savings will thrive. The season is not just about offering the best deal, but about demonstrating trustworthiness in a challenging economic climate.