"To do so, Digiday+ Research surveyed 68 brand and retailer professionals about their past and current use of sales channels during the holidays, their past and current holiday marketing tactics, as well as how their current holiday season discounts and holiday revenue expectations compare to last year's. We also interviewed executives at the Fwrd Group and NEOM Wellbeing to learn about their plans and expectations for the upcoming holiday sales season."
"In Digiday+ Research's holiday report last year, brands and retailers told Digiday they were optimistic about consumers' 2024 seasonal spending. This year, on the other hand, brands and retailers are expressing conservative expectations for their 2025 holiday revenue. More than half of survey respondents (56%) said that they expect their 2025 holiday revenue to either remain flat compared with 2024 or to increase by 10% or less, while 8% of respondents said they expect holiday revenue to decrease this year."
Brands and retailers are preparing end-of-year sales plans and evaluating commerce channels, discounts, and revenue expectations for the 2025 holiday season. Digiday+ Research surveyed 68 brand and retailer professionals about sales channel use, holiday marketing tactics, discounts, and revenue expectations. More than half of respondents (56%) expect 2025 holiday revenue to remain flat or increase by 10% or less, while 8% expect a decrease. Economic turbulence tied to President Trump's tariffs and lingering inflation are contributing to conservative forecasts. Inmar Intelligence data show 85% of Americans cut discretionary holiday spending last year and 50% still face economic difficulties. Executives at the Fwrd Group and NEOM Wellbeing outlined their holiday sales plans and expectations.
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