As retailers brace for the year’s busiest stretch, a new Deloitte survey shows consumers entering the 2025 holiday season with lighter budgets, higher expectations and an increased reliance on technology to guide their shopping decisions.
Deloitte’s 40th holiday survey, which gathered responses from more than 4,000 U.S. consumers, reports that households expect to spend about $1,595 this season — roughly 10 percent less than last year.
The data suggest many shoppers are approaching the holidays with caution.
Consumers are planning to buy fewer gifts, cut back on non-gift purchases such as décor and hosting and prioritize essentials over splurges as they navigate persistent economic uncertainty.
Even with tighter budgets, the enthusiasm for deal-hunting remains high.
Deloitte’s findings indicate that nearly nine in ten shoppers plan to look for discounts, while a majority expect to “trade down” to more affordable retailers.
The survey also notes a rise in interest in handmade or do-it-yourself gifts as consumers search for meaningful alternatives that don’t strain their finances.
One of the biggest shifts this year comes from how shoppers plan and execute their purchases.
Deloitte reports that 33 percent of consumers expect to use generative-AI tools to assist with some part of their holiday shopping.
That figure represents more than double the share who relied on AI last year, signaling rapid adoption of digital “copilots” that can suggest gift ideas, compare prices and help users navigate increasingly crowded online marketplaces.
Younger shoppers, particularly Gen Z, are even more likely to seek out AI-driven recommendations.
The trend extends beyond AI.
Wish-list and gift-organizing apps continue to gain traction, with shoppers using them to track budgets, manage lists and coordinate group gifting.
Deloitte’s research suggests that convenience and personalization will matter just as much as price as consumers weigh where and how to shop.
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