As consumers balance celebration with savings, NIQ delivers the data and analysis retailers need to stay competitive this year
NielsenIQ (NYSE: NIQ), a leading consumer intelligence company, today announced the first release in a series of insights, and expert commentary to guide brands and retailers through the 2025 holiday season. As consumers juggle celebration with cost-conscious decision making, NIQ will provide timely intelligence on what shoppers are buying, where they are shopping, and what activities are shaping their holidays.
The 2025 holiday season finds consumers prioritizing quality, value, and connection, often blending timeless traditions with modern shopping habits. Shoppers are starting earlier, purchasing online and in-store, and putting themselves at the top of their shopping lists, a trend led by younger generations.
Holiday 2025: At a Glance
Consumers are ready to celebrate, but they’re also planning smarter and shopping for themselves as much as for others. NIQ’s early-season findings show:
- 54% of shoppers are jumping on the self-gifting trend, buying themselves something special for the holidays.
- Most people (47%) plan to complete their holiday shopping 1–2 months in advance, and 26% will hit the stores 2-4 weeks ahead of the holidays.
- Shopping will be equally split between online and in-store channels. Gen Z (46%) and Millennials (38%) will use social media and influencers for inspiration, significantly more than other age groups.
- Top categories on shoppers’ lists include clothing and accessories (76%), entertainment (50%), self-care (48%), and tech/electronics (42%).
Thanksgiving 2025: Tradition Meets Tradeoff
While nearly every U.S. household will celebrate Thanksgiving, the ways people prepare, shop, and serve the holiday table are evolving. Younger hosts are embracing shortcuts and AI planning, while older generations hold to homemade traditions. For brands and retailers, the Thanksgiving holiday is a unique indicator of consumer behavior throughout the entire holiday season.
- Pocketbooks are feeling strained. Lower-income households are finding ways to cut back, with 58% of consumers indicating extreme concern about food price inflation (+3 points since January).
- To manage costs, 25% of shoppers plan to buy more Private Label items, and 65% are comfortable serving them; only 5% will prioritize name brands.
- 25% of households plan to reduce or eliminate alcohol from their celebrations to save money, creating opportunities for non-alcoholic alternatives.
A Season Defined by Smart Choices
As reinforced by NIQ’s recent Consumer Outlook: Guide to 2026 report, survey data also shows that flexibility, practicality, and value are shaping every purchase decision this holiday season.
- Holiday Shoppers expect to browse, either online (66%) or in-store (64%), to seek deals and decide what items to buy when holiday gift shopping this year.
- While holiday gift shopping for others remains the top reason for shopping during Black Friday or Cyber Monday/Cyber Week overall (66%), Gen Z and Millennials broadly expect to do more shopping during these promotional events, including taking advantage of the discounts to shop for themselves (70% and 66%).
- 15% of households plan to use Buy Now, Pay Later services for their Thanksgiving shopping; 18% are considering it.
“Our data continues to show that uncertainty is a running theme in 2025, and it’s reflected in how consumers are celebrating the holidays with a sense of tradition while fitting into their budgets and lifestyles,” said Rachel Bonsignore, Vice President of NIQ Consumer Life. “Our goal is to equip retailers with actionable intelligence, from pricing to inventory to omnichannel experiences, that help them capture market share in what’s shaping up to be a highly competitive season.”
Throughout the season, NIQ will provide Black Friday, Cyber Monday/Cyber Week, holiday gifting, and New Year retail outlook insights. Free and for-purchase analysis will include interactive dashboards, expert commentary, and real-time insights, all so brands and retailers have the intelligence needed to stay agile and capitalize on every stage of the holiday cycle.
Access NIQ’s holiday content here and the Consumer Outlook: Guide to 2026 here.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™. For more information, please visit www.niq.com.
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Forward-Looking Statements Disclaimer
This press release may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.
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