美国关税调查系列：关税压力下的假日消费.pptxVIP

U.S.TariffSurvey

Series:Holiday

SpendingUnderTariffPressure

Aspecialreportonaholidayseasondefinedby

pricepressure,value-seeking,anddiverging

consumermindsets.

December2025

2

ExecutiveSummary

Holiday2025:Caution,Creativity,andtheSearch

forValue

As2025drawstoaclose,U.S.consumersarenavigatingoneofthemostprice-sensitiveholidayseasonsinrecentmemory.Tariffsandinflationarypressurecontinueinfluencingeverydaydecisions,andtheDecember

surveyshowsamarketplacedefinednotbyretreat,butbyrecalibration.Shoppersareengaged—buttheyarealsocautious,calculating,andincreasinglystrategic.Theyareadjustinghowtheyshop,whentheyshop,howmuchtheyspend,andwhichbrandstheytrust.

Economicconfidenceremainsuneven:whileyoungerconsumersmaintainpocketsofoptimism,older

generationsexpresssignificantlymorestrain.Menreporthighereconomicconfidencethanwomen,yetbothgendersshowstrongvalue-seekingpatterns.Thecentralthemeacrossalldemographics:everydollarmustfeeljustified.

BlackFriday/CyberMonday(BFCM)actedasatestinggroundforhowconsumersinterpretvalueina

tariff-shapedlandscape.Manyshoppersparticipatedandremainedsteadyinspend,whileothersskippedtheeventaltogether—creatingopenopportunityforDecemberactivation.Buyerswhodidengageleanedon

familiartactics:waitingforpricedrops,comparingacrosschannels,huntingforfreeshipping,andabandoningcartswhentaxesandfeesfeltinflated.

ExecutiveSummary

Acrosstheboard,transparencyhasbecomea

loyaltyaccelerant,especiallyamongyounger

shoppers.Consumersrewardclarity,honesty,and

predictability—particularlyinaseasonwhenprices

feelvolatile.Thisexpectationfortruthinpricingmirrorsbroadersentimentcapturedearlierintheyear,

reaffirmingtransparencyasacompetitiveadvantage.

LookingaheadintoDecember,pricesensitivity,channelfragmentation,anddemographic