2025 Holiday Shopping Trends: Big Savings Still Drive Spending

The holidays may still feel far off, but shoppers are already getting started. And they are not just browsing. Holiday spending may be under pressure this year — but shoppers are proving they’ll go over budget when the value feels worth it. According to a RetailMeNot survey of 1,000+ adult shoppers, deep discounts (54%), cash back rewards (34%), and easy-to-find promo codes (30%) are the toptriggers pushing people to spend more than planned.

From budget pressure to pricing uncertainty, shoppers are choosing strategy instead of last-minute stress. And with platforms like RetailMeNot, stacking savings with sales, promo codes, and cash back is helping them stretch every dollar. 

To make the most of what they spend, many shoppers are using platforms like RetailMeNot to stack promo codes, sales, and cash back. 

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Waiting for Black Friday? You may already be late.

• 73% of shoppers plan to start before Cyber Week.
• 1 in 3 (34%) will kick off in September or earlier.

Why so soon? Rising prices and uncertainty have people spreading out purchases, watching sales, and shopping on their own terms. Early doesn’t mean finished — shoppers are pacing themselves, waiting for the right deal, and using platforms like RetailMeNot to stack savings as the season unfolds.

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Consumers are watching their wallets:

• 58% are setting a holiday budget.
• 1 in 4 (26%) are keeping it strict.
• Average planned spend: $913 total ($611 on gifts for others, $302 on themselves).

But those limits bend when the deal is compelling:

• Deeper discounts (54%)
• A boost in household income or finances (42%)
• Cash back rewards (34%)
• Promo codes (30%)
• Loyalty perks (25%)

Cash back is especially powerful — 80% say it influences their choices, with more than one-third (36%) saying it strongly drives where and how they shop.

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Black Friday still leads, but consumers are mapping their savings strategy across the whole season:

• Black Friday – 59%
• Cyber Monday – 54%
• Amazon’s October Prime Day – 48%
• Pre-Black Friday sales – 37%

October has become the unofficial kickoff, with shoppers chasing multiple waves of deals rather than waiting for one weekend blowout.

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Holiday shopping is no longer either/or:

• 45% will split shopping between online and in-store.
• 41% mostly online.
• 14% mostly in-store.

Shoppers are blending convenience and inspiration. Gift ideas come from:

• Friends and family (45%)
• Social media (33%)
• Retailer apps/sites (32%)
• Deal platforms like RetailMeNot (26%)
• Even AI gift lists — 13% overall, 19% of Gen Z.

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Top holiday stressors:

• Inflation-driven higher prices – 53%
• Tariff-related fees – 45%
• Overspending worries – 36%
• Shipping delays – 35%
• Trouble finding discounts/codes – 33%

Tariff-driven increases are especially disruptive: 40% would switch brands, 31% would shop earlier, and 30% would shift to domestic/local retailers.

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Holiday 2025 is defined by earlier planning, stricter budgets, and smarter spending strategies. Shoppers are stacking deals, chasing cash back, and redefining what makes a purchase “worth it.”

For retailers, the message is clear: steeper markdowns, layered savings, and loyalty-driven rewards aren’t just nice-to-haves — they’re the key to unlocking bigger baskets in a tighter budget year.

Holiday 2025 is not just about shopping earlier. It is about shopping with a plan. From cash back to layered discounts, shoppers are building their own savings strategies and using tools that help them feel confident in every purchase. 

We’re calling it precision shopping. And it is already reshaping the season.

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Ziff Davis Shopping Q4 Consumer Survey, fielded on August 28, 2025. N= 1064