Some 52% of US adults say rising prices and tariffs are their top concern when buying tech products this holiday season, as noted in an August 2025 survey from CNET and YouGov.
Gen Z’s expected holiday spend will drop 22.5% YoY this year, the sharpest decline of any generation, according to a July 2025 report from PwC.

Use this chart: Retail marketers and ecommerce leaders should use this chart as motivation to launch promotions earlier. That could also mean rolling out early access to sales and loyalty perks, while optimizing inventory for a longer shopping runway.

Related EMARKETER reports:

US Holiday 2024 Recap and 2025 Preview (EMARKETER subscription required)
Holiday Shopping 2025 (EMARKETER subscription required)

Methodology: Data is from the August 2025 McKinsey report titled "ConsumerWise Global Sentiment Data" 4,000+ US adults ages 18+ were surveyed online during August 2025.

You've read 0 of 2 free articles this month.

Get more articles - create your free account today!

Products

Events & Resources

Topics

Latest Articles

Shoppers hate paying for return shipping more than any other part of the process

Doctors expect longer visits as parents seek clarity about pediatric vaccine guidelines

Lowe’s reaches out to Gen Alpha with new rewards program for kids

Meta faces critical questions as AI spending and regulatory scrutiny intensify

J&J launches direct-to-consumer prescription drug site with lower cash prices

The health and fitness industry’s future is subscription-first, not hardware-led

Scam exposure on social platforms threatens brands

Email is consumers’ top marketing channel, but inbox fatigue threatens ROI

How payment providers should react to OpenAI’s Instant Checkout walkback

Capital One joins finance industry layoff trend, sheds 1,100 Discover workers

About

Consumers get a head start on holiday shopping

Coverage Areas →

Coverage Areas →

Advertising & Marketing

Health

Ecommerce & Retail

Technology

Financial Services

More Topics

Geographies

EMARKETER

Media Services

Free Content

Contact Us →

Worldwide HQ

Sales Inquiries