As retailers ramp up promotions for the 2025 holiday season, a growing share of consumers say discount offers are confusing—but they still crave value. A recent survey reported by retail‑industry outlet Chain Store Age found that a majority of shoppers described holiday promotions as “misleading or unclear.” That skepticism reflects broader shifts in shopper behavior, driven by inflation, tight budgets, and rising demands for transparency.
Distrust During Peak Shopping Season
The Chain Store Age survey (date of survey not publicly available) captures a notable lack of confidence among holiday shoppers. Many respondents signaled that promotional messaging—original prices, discounts, “limited‑time offers,” buy‑one‑get‑one deals—often feels opaque or exaggerated, making it difficult to assess real savings. That disconnect can erode trust and deter purchases, even among shoppers motivated by value.
That trend aligns with recent findings from the 2025 Akeneo “PX Pulse” survey, in which 69% of respondents admitted to returning at least one “deal-day” purchase. The main triggers: poor product quality, unclear descriptions, and misleading photos.
Value Still Key—But Transparency Wins
Despite the distrust, holiday shoppers remain highly price sensitive. According to the 2025 Deloitte Holiday Retail Survey, 77% expect holiday goods to cost more this season, and over half expect economic conditions to worsen in the next six months. As a result, value—more than brand loyalty or premium features—remains a primary decision driver.
At the same time, shoppers are demanding more clarity from retailers. The Akeneo results indicate that beyond discounts, many consumers place greater trust in transparent product information and honest deal‑day practices than in the size of the discount itself.
Implications for Retailers and Brands
For retailers and brands looking to win this season: focus less on flashing deep discounts, and more on clarity. That means:
- Providing accurate original and sale pricing.
- Offering clear product descriptions, real imagery, and — whenever possible — customer reviews.
- Limiting ambiguous language like “limited time,” “while supplies last,” or “exclusive deal,” unless truly valid.
- Emphasizing value and trust over hype.
In a season where many consumers are scaling back spending but remaining hungry for deals, transparency may be just as important as markdowns.
