Gartner: US holiday shoppers prioritise convenience, flexibility, and value in uncertain times

A survey conducted by Gartner has shown that US consumers are increasingly prioritising convenience, flexibility and value in response to ongoing uncertainties. Omnichannel offerings are also key here.

Gartner surveyed 367 Americans last month and found 40% expect to see fewer discounts this season while 75% plan to spend more due to higher prices. 

A quarter of US consumers said they expect to spend less on holiday shopping this year, possibly due to the current economic situation and predicted disruption via tariffs. 69% of holiday shoppers believe that US trade policies will make their holiday shopping more expensive this year.

Hybrid shopping options, such as buy online, pick up in-store or curbside, and same-day delivery, continue to gain traction, with people valuing the ease and potential cost savings these methods offer. 

Extended holiday return policies are also influencing purchase decisions, especially among younger generations, with approximately 70% indicating that flexible returns would encourage them to buy.

“Consumers are anticipating higher prices, supply chain disruptions and fewer discounts from retailers this holiday season,” says Brad Jashinsky, Director Analyst at Gartner Marketing. “This challenging environment requires CMOs and their teams to create campaigns that effectively convey value and connect with consumers before and during the holiday shopping season."

The survey also found that early shopping is becoming the norm with nearly a third of consumers planning to start shopping by October. Retailer websites are more popular than brand specific sites and social media is increasingly important for sourcing inspiration for gift ideas. 

“Brands should begin promotional campaigns in late summer or early fall at minimum, to align with the consumer shopping timeline,” Jashinsky adds. “Many brands should also consider selling through retailer marketplaces such as Amazon and Walmart or social commerce such as TikTok Shop as both channels increase in consumer preference.”

2025 RTIH INNOVATION AWARDS

Omnichannel retail will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.