U.S. consumers plan to start their holiday shopping earlier than in past years in order to make the most of deals and promos—and to avoid tariff-triggered price increases, according to a recent survey by Circana, LLC. More than 80 percent of respondents said they’re bracing for higher prices for 2025 holiday purchases as a result of tariffs and other economic factors. And those increased costs will influence where and when they shop, as well as what they buy, according to the survey.
“While the Thanksgiving to Christmas period will remain the core selling time period, given that the season overall has stretched, retailers should remain agile in their merchandising and messaging, to ensure that the floors—and websites—remain fresh and not stale through the longer season,” advises Beth Goldstein, Executive Director, Industry Analyst Accessories and Footwear for Circana.
Despite the longer season, Goldstein expects the bulk of footwear sales volume to take place during the Black Friday/Cyber Monday and last-minute periods, “so these should remain the focus for retailers. These are the periods that will make or break the season,” she says. With Christmas falling on a Thursday, last-minute shopping will also be important, she notes.
Sticker shock will drive shoppers toward more practical purchases, according to Circana data—and that could bode well for footwear retailers.
“Both practicality and emotion come into play for footwear—it’s function and fashion,” says Goldstein. “Retailers need to play up both messages.”
She also predicts that “Key athletic items and more versatile fashion options will likely win out” at retail.
A few more takeaways from the Circana survey:
Almost half of consumers plan on starting their holiday shopping before Thanksgiving.
More than a third (34 percent) of holiday shoppers say they will take advantage of more deals this year.
31 percent of shoppers say they will buy fewer items this holiday.
Black Friday remains the most popular of the traditional shopping days, with 19 percent planning it as the kick-off to their holiday shopping.
The number of consumers planning to get a late start on holiday shopping, is the lowest (19 percent) it has been in recent years.
Nearly two-thirds of consumers indicate that their household grocery costs will have an impact on their holiday shopping this year.
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