Retailers are confronting what industry analysts describe as a “consumer joy deficit” during the 2025 holiday shopping season, as financial strain, high prices, and anxiety‑heavy marketing messages weigh on shopper sentiment. According to Retail Dive, many consumers are entering the season feeling stress over expenses and gift costs, with major studies showing widespread concern about affordability.
A Bank of America study referenced in the report found that over 60% of shoppers anticipate financial strain from holiday spending, and 58% expect higher gift prices this year, prompting an increase in discount shopping and value‑oriented behavior.
Retail analysts say that traditional promotional messaging emphasizing scarcity or urgency can amplify consumer anxiety rather than foster holiday cheer, especially amid persistent inflation and economic uncertainty.
Retailers are responding by rethinking marketing and merchandising strategies to better balance emotional connection with pricing transparency. Experts suggest that empathetic branding—focusing on togetherness, memorable experiences, and purposeful spending—can help offset stress‑driven perceptions and make shopping feel more meaningful.
Some shoppers are even shifting toward resale or experiential gift options, while discount and value retailers are expected to see strong participation as consumers stretch limited budgets.
The trend highlights broader shifts in consumer behavior and sentiment in 2025, as financial caution and pricing pressures reshape how people approach holiday shopping and how retailers engage with their audiences.
