Holiday 2025: What to Say to Shoppers Who Are Holding Back

Strategic communication tips for a season shaped by caution, value, and early decision-making.

Holiday 2025 will not be business as usual. Yes, people will still shop. But this year, they’re bringing a different mindset to their carts: cautious optimism, budget awareness, and a deep desire for meaning and transparency. Brands and retailers have a short window to earn attention — and a longer runway than ever to nurture trust.

What the data says: Recent research backs this up: The University of Michigan’s Consumer Sentiment Index dropped to 58.6 in August — its lowest level in over a year — driven largely by inflation concerns and trade-related price increases. According to Bazaarvoice, shoppers are starting earlier: holiday purchasing in September is expected to rise by 6 percentage points, with October up 4 points, and December projected to dip by 8. Google’s consumer insights report shows that 61% of shoppers are being more deliberate with their spending, and spontaneous purchases have dropped by 4 points.

The takeaway? Consumers are still buying — but they’re buying more carefully.

At Junapr, we’re watching three macro shifts that should shape how your brand shows up this season:

1. Consumer confidence is dropping. Inflation, global unrest, and economic uncertainty are making even high-income shoppers more selective.

2. The holiday calendar has stretched. Shoppers are starting earlier and spreading out purchases — often across multiple retailers.

3. Emotional value is back in focus. People want to feel good about what they buy — and who they buy it from.

Here’s how your communication can meet the moment:

Say something now — not in November. Shoppers are already deciding who they'll trust with their time and budget. If you’re waiting to launch your campaign, you’re waiting too long.

🛠 Action item: Launch a “here’s what to expect this season” message across your owned platforms. Even if it’s just a teaser or tone-setter, it helps build anticipation and trust.

Be clear about value — not just discounts. This isn’t the year to play games with crossed-out prices or endless urgency. Consumers are looking for a fair deal, not a flashy one.

🛠 Action item: Highlight value through quality, durability, mission, or experience — not just markdowns. “This year, we’re focusing on value that lasts longer than the sale.”

Build emotional connection before conversion. Shoppers are seeking resonance — a reason to believe in your brand. That means brand storytelling matters before product benefits.

🛠 Action item: Invest in a pre-sale brand campaign that connects with your values. Show behind-the-scenes content, founder perspective, or community impact.

Address price increases with transparency. If your products cost more this year, explain why. People can handle the truth — they can’t handle surprise.

🛠 Action item: Craft a short note or page explaining how tariffs, sourcing changes, or logistics impacted pricing — and what you’re doing to protect value.

Make the experience easy and kind. The path to purchase should be frictionless and friendly. That means clear policies, easy returns, and real-time updates.

🛠 Action item: Audit your purchase flow, return policy, and confirmation messaging. Where can you make it feel more generous, more personal, or just… more human?

Use your owned and performance channels in addition to pitching media. Your email, website, affiliate content, and social platforms are the new front line for driving direct sales and reinforcing value.

Final thought: Your customers aren’t necessarily buying less this season. They’re buying more carefully. The brands that win this holiday will be the ones that help people feel confident, understood, and informed — not just sold to.

If you want help getting your messaging right, we're here. Because in a season like this, communication isn't just support — it's strategy.