Here are the recommended reads for this week and why they matter:
Holiday Shopping 2025 is testing how well retailers can meet changing consumer expectations. Gartner reports that 40% of shoppers expect fewer discounts this year and are turning to multibrand retail sites and apps for better deals. Blue Yonder’s global survey adds that strict return policies could drive even loyal customers away, with frustration over fees and rising concern about the environmental cost of returns. Together, the findings reveal a shopper who is cautious with spending, wary of restrictions, and increasingly attentive to sustainability.
Gartner finds that 40% of consumers expect fewer discounts this holiday season, up eight points from last year. With economic uncertainty and slower projected growth, shoppers are moving toward multibrand retail sites and apps, which are viewed as more reliable and deal friendly than brand sites or social platforms. About 43% of holiday shoppers plan to use retail apps, compared to just 12% who will use brand apps, while social media shopping continues to lose traction.
These shifts align with Optimove’s 2025 Consumer Holiday Shopping Report, which shows that while 48% of consumers plan to increase their holiday budgets, concerns about inflation, tariffs, and marketing fatigue remain high. Nearly half of consumers say they feel overwhelmed by marketing before November. Optimove highlights the need for brands to cut through the noise with early, personalized offers that emphasize value, showing that personalization and agility are essential to stay relevant this season.
A new global survey from Blue Yonder warns that stricter return policies risk alienating shoppers, including retailers’ most loyal customers. The study found that 84% of consumers worldwide would stop buying from their favorite retailers if stricter return rules were introduced. Two-thirds hesitate to purchase under restrictive conditions, with sensitivity highest in the Middle East and among younger generations like Millennials and Gen Z. Charging fees is the most unpopular practice, and one in three shoppers globally had a return rejected in the past year, most often Gen Z.
At the same time, sustainability concerns are reshaping attitudes toward returns. Nearly two-thirds of consumers worry about the environmental impact, up sharply from last year, and 71% would avoid returning an item if they knew it would end up in a landfill. Instead, they prefer options such as resale, donations, or eco-friendly disposal. Balancing cost efficiency with consumer expectations and sustainability will be critical for retailers looking to maintain trust and loyalty.
In Summary
Shoppers are heading into the holidays with tighter expectations: fewer discounts, less tolerance for restrictive return policies, and more concern about sustainability. Value, fairness, and trust will define loyalty this season, and retailers that deliver on all three will stand out.
Check back next week for another roundup of Media That Matters.
Rob Wyse is Senior Director of Communications at Optimove.
As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
