"To do so, Modern Retail+ 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 Modern Retail+ Research's holiday report last year, brands and retailers told Modern Retail 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' conservative revenue expectations are likely being driven in part by the economic turbulence that has accompanied President Donald Trump's tariffs. According to Inmar Intelligence's 2025 Holiday Forecast Report, economics will heavily shape consumers' 2025 holiday shopping behavior. Last year, inflation caused the majority of Americans (85%) to cut back on discretionary holiday spending, and 50% of people said they are still experiencing economic difficulties, according to the report."
Modern Retail+ Research surveyed 68 brand and retailer professionals about sales channel usage, holiday marketing tactics, discounts, and revenue expectations. Executives at the Fwrd Group and NEOM Wellbeing were interviewed about their holiday plans and expectations. More than half of respondents (56%) expect 2025 holiday revenue to remain flat compared with 2024 or to increase by 10% or less, while 8% expect a decrease. Conservative revenue expectations are linked in part to economic turbulence tied to President Donald Trump's tariffs. Inmar Intelligence notes that economics will heavily shape 2025 holiday shopping, with 85% of Americans having cut discretionary spending and 50% still facing difficulties.
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