美国关税调查系列_关税压力下的假日消费_14页_1mb.pptxVIP

U.S.TariffSurveySeries:HolidaySpendingUnderTariffPressureAspecialreportonaholidayseasondefinedbypricepressure,value-seeking,anddivergingconsumermindsets.December2025

2ExecutiveSummaryHoliday2025:Caution,Creativity,andtheSearchforValueAs2025drawstoaclose,U.S.consumersarenavigatingoneofthemostprice-sensitiveholidayseasonsinrecentmemory.Tariffsandinflationarypressurecontinueinfluencingeverydaydecisions,andtheDecembersurveyshowsamarketplacedefinednotbyretreat,butbyrecalibration.Shoppersareengaged—buttheyarealsocautious,calculating,andincreasinglystrategic.Theyareadjustinghowtheyshop,whentheyshop,howmuchtheyspend,andwhichbrandstheytrust.Economicconfidenceremainsuneven:whileyoungerconsumersmaintainpocketsofoptimism,oldergenerationsexpresssignificantlymorestrain.Menreporthighereconomicconfidencethanwomen,yetbothgendersshowstrongvalue-seekingpatterns.Thecentralthemeacrossalldemographics:everydollarmustfeeljustified.BlackFriday/CyberMonday(BFCM)actedasatestinggroundforhowconsumersinterpretvalueinatariff-shapedlandscape.Manyshoppersparticipatedandremainedsteadyinspend,whileothersskippedtheeventaltogether—creatingopenopportunityforDecemberactivation.Buyerswhodidengageleanedonfamiliartactics:waitingforpricedrops,comparingacrosschannels,huntingforfreeshipping,andabandoningcartswhentaxesandfeesfeltinflated.

3Thismini-reportequipsbrandmarketerswiththeinsightstheyneedtoalignmessagingandpromotionalstrategiestoevolvingconsumerexpectationsaheadofBlackFriday/CyberMonday2025.ItisbasedonsurveydatacollectedDecember2-42025,from371U.S.consumers,evenlysplitacrossgendersandadultagegroups.Inside,weoutlinethenewrulesofengagementforbrandsnavigatingeconomicturbulenceandplanningforrevenueresilienceinthispivotalmonth.Executiv