This holiday season, shoppers are walking on a tightrope. Optimove Insights found that 81.4% of U.S. consumers are worried about tariffs, and 80.5% remain concerned about inflation. But the story does not end with anxiety.
Optimove partners, who are leading business experts, see evolving behaviors that will shape how people shop, what they buy, and which brands they trust. Below, we share insights from partners including TransUnion, WITHIN, Purple Square, and Exchange Solutions.
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Charlie Wise, SVP of Global Research and Consulting at TransUnion, a global information and insights company, spoke about the delicate state of consumer sentiment and the impact it has on spending. “Sentiment remains well below longer-term averages and below levels seen at the same time in 2024, highly impacted by the current tariff negotiations.” This not only lowers discretionary spending among consumers but also creates more bargain-seeking behaviors.
On the other hand, Wise comments, “To the extent that there are tariff deals largely in place by September/October that establish some level of price certainty, consumer sentiment may likely see a positive bump, which could result in favorable holiday shopping levels.”
Tapping into TransUnion’s consumer credit insights, Wise also shared that access to credit is another key factor in understanding consumer spending habits. “The consumer credit market, particularly credit cards, is currently in a relatively strong situation, with falling delinquency rates, rising new card originations, and slow balance growth over the past year as most consumers protect and manage their cards for future use,” said Wise. “To the extent that consumers look to their cards to enable holiday shopping in the upcoming season, most consumers should be in good shape.”
Nevertheless, brands must prepare for shoppers who are cautious but still willing to spend when given confidence, personalization, and value. According to Andrew Davis, Director of Integrated Strategy atWITHIN, a digital, integrated media and creative agency, price remains a decisive factor for many consumers and the brands with which they choose to shop. “Price is driving disloyalty and 43% of consumers say they’ll try new brands to save money,” shared Davis. “If you’re out of stock, hard to find, or not price-competitive, you are out. The brands that win will show up early, feel relevant in the moment, and be easy to buy.”
Beyond price, Tim Biddiscombe, CEO of Purple Square, a customer experience advisory, underscores the impact of a phenomenon he calls “discerning laziness,” where “consumers care more about getting purchases right but have much less mental bandwidth to do a careful evaluation of products.” Consequently, the holiday season becomes a perfect storm where both sides of the paradox are amplified.
“As the holiday period fast approaches, and with most retail marketing teams now months into their engagement strategies, the paradox becomes even more profound, as embattled consumers experience increased decision fatigue amid higher stakes purchasing and compromised decisioning.” According to Biddiscombe, brands that can build trust, remain authentic, create simple propositions, and maintain attractive pricing will win. He shares more on this topic in this Retail Technology article.
Heather Daw, VP & Head of Client Success at Exchange Solutions, a loyalty and customer engagement platform, shares a similar sentiment about the varied expectations driving consumer behavior. “Holiday 2025 will be shaped by consumers seeking both value and confidence in the brands they choose,” said Daw. “Economic caution means shoppers will expect offers that feel personalized and relevant, not just broad discounts, while loyalty to familiar retailers will remain strong.”
Retailers must also keep pulse on and cater to their customers’ always-evolving shopping habits and preferences. WITHIN’s Davis emphasizes that “social is now the storefront- shoppers, especially Gen Z, are buying directly from TikTok and Instagram. Gifting is becoming more inspiration-led, with creator content, recipes, and curated carts converting instantly.”
Why Empathy and Positionless Marketing Matter
Taken together, these perspectives paint a holiday season where tariffs and inflation weigh heavily, consumer loyalty is more fragile than ever, and decision fatigue complicates the path to purchase. Yet, opportunities exist for brands that provide value, simplicity, and trust-building connections with consumers who want both reassurance and inspiration as they shop.
During this uncertainty, empathy for the consumer’s plight by brands is not optional… It’s essential. Shoppers want to feel that brands understand their anxieties, respect their budgets, and reduce the friction in decision-making. Meeting these expectations requires more than promotions; it requires listening.
“The season is a natural moment of discovery, and retailers who provide curated recommendations, timely rewards, and frictionless omnichannel experiences will capture new trial alongside repeat purchases,” said Daw. “The most successful strategies will balance efficiency with empathy, ensuring that every customer interaction builds trust and reinforces long-term loyalty.”
Optimove’s Positionless Marketing Platform can empower marketers to act instantly…analyzing customer signals, creating personalized offers, and orchestrating campaigns across channels in real time. Instead of being locked in silos or waiting for handoffs, marketing teams can surface growth opportunities and act in the moment, turning stress into delight.
The Guide to Advance Customer Segmentation
Go in depth on advanced segmentation with this guide which was written based on analyzing tens of thousands of segments across Optimove’s customer base.
By blending empathy with real-time responsiveness, brands can transform the holiday shopping experience into something joyful. Rather than overwhelming consumers with generic promotions, Positionless Marketing enables retailers to provide timely, relevant, and personalized interactions that feel like thoughtful gestures. The result is that shoppers who see less noise feel understood and build lasting loyalty even in turbulent times.
In working with our partners, we can help accelerate brands to ensure consumer trust, deepen loyalty, and increase customer lifetime value.
For more insights on Optimove Partners, contact us to request a demo.
Meryl is Sr. Director of Partnerships at Optimove, where she leads global partner strategy and ecosystem development across hyperscalers, ISVs, and solution partners. Based in NYC, she brings 15 years of B2B SaaS experience, having built and scaled partner programs and go-to-market strategies at Botify, Olapic, and MediaMath. She is also an Executive Member and Expert in Residence with Partnership Leaders and previously served on the Salesforce Commerce Cloud Partner Advisory Board.
