Winning Summer 2025 Shoppers Amid Economic Uncertainty: What Marketers Need to Know

In reading this blog post and accompanying report, marketers will gain actionable insights into shifting consumer behaviors and how to adjust campaigns in real time for maximum impact. With concerns about inflation and tariffs influencing shopping decisions, the blog shows how empathy-driven strategies, omnichannel personalization, and clear communication can build trust and drive conversion.

• Lead with Empathy: With 55% of consumers very concerned about tariffs and 83% worried about inflation, marketers must address economic anxiety with transparent, supportive messaging
• Prioritize Personalization: 57% of consumers say personalization makes them feel understood, and 46% are more likely to open emails that feel relevant; customization directly boosts engagement
• Be Omnichannel-Ready: 82% of shoppers check online prices while in-store, and 94% know where they’ll shop online before browsing; marketers must ensure consistency and convenience across channels

Read the full report here.

The Big Picture

As the summer shopping season heats up, so does consumer anxiety. Optimove’s 2025 Consumer Summer Shopping Survey reveals that 55% of shoppers are very concerned about tariffs, and 83% are still worried about inflation. These concerns shape how and where consumers spend. For marketers, success this summer means more than just offering deals. It means leading with empathy, delivering relevance, and ensuring every interaction builds trust. 

To act with empathy and speed, marketers need tools that eliminate delays and silos. That’s why Positionless Marketing is essential this season. It gives marketers the power to instantly analyze customer needs, generate personalized content, and launch optimized campaigns, without waiting on analysts, creatives, or engineers. In a volatile economy, this agility enables brands to respond to shifting consumer sentiment in real-time.

The Economic Climate: Why Empathy Must Lead

With price sensitivity at an all-time high, consumers prioritize value but not at the expense of quality. Tariffs are already impacting purchasing decisions, especially around essentials. Shoppers want brands to acknowledge their financial strain and offer meaningful support. That is why personalized, transparent messaging is more powerful than ever.

Key actions for marketers:

• Acknowledge financial stress in messaging. Show that your brand understands what customers are going through and is here to help, not just sell.
• Be upfront about pricing changes. Transparency around product availability and price adjustments builds trust and loyalty.

Relevance Wins Attention

Relevance is not a nice-to-have; it is a necessity. Nearly half (46%) of consumers only open brand emails if the content feels tailored to them. When personalization is done right, it acts as a shopping assistant. 57% of respondents say it makes them feel understood and supported.

Key actions for marketers:

• Use customer data to drive relevance. Personalized offers, content, and product recommendations resonate more deeply in uncertain times.
• Prioritize quality in promotions. While price drives urgency, 82% of shoppers say product quality remains their top purchase factor.

Meet Consumers Where They Are: Omnichannel Agility

Summer shoppers are omnichannel by default. 82% compare prices online while shopping in-store, and most know where they will shop before browsing. Seamless experiences across channels are critical. 

Key actions for marketers:

• Unify the online and in-store experience. Ensure consistency in pricing, promotions, and personalization.
• Be visible early. With 70% starting summer shopping between March and May, early engagement is key.

What They're Buying and How

Top categories this season include clothing, beauty, travel, home goods, swimwear, and outdoor gear. Digital wallet usage is down (14% from 22% last year), and traditional payment methods dominate. Loyalty is fluid: 54% of consumers try new brands when the value aligns. 

Key Actions for Marketers:

• Highlight practical value in promotions. Show how your products fit today’s budget-conscious mindset.
• Use loyalty programs to deepen connections. Flexible rewards and exclusive offers show appreciation without depleting margins.

Gamification is a critical tactic. Interactive, reward-based engagement like spin-to-win or points for engagement can make shoppers feel like they are getting more while keeping them connected to your brand.

In Summary

Economic anxiety is not going away, but brands that respond with empathy, personalization, and omnichannel excellence can turn concern into connection. Tariffs may be tightening wallets, but trust, relevance, and seamless experiences are what will keep them opening. Positionless Marketing will ensure marketers deliver messages that are timely and relevant to ease consumer concerns.

For more insights on navigating shifting shopper behavior, contact us to request a demo.