The 2025 Winter Holiday season is unfolding in an atmosphere of uncertainty. While headlines warn of rising prices and sparse shelves, broader economic indicators remain relatively steady despite ongoing turbulence. 

In this report, Horizon Media’s Futures Group continues its exploration of the forces shaping holiday shopping – examining how they’ve evolved over time and identifying what’s new for marketers this year. Our Marketer’s Guide to the Holiday Season blends timely insights with actionable strategies to help brands navigate shifting shopper behavior. 

SPIRITED, YET SENSIBLE: THE 2025 HOLIDAY PARADOX

The 2025 shopper has an anxious wallet but a hopeful heart. They plan to be more diligent in their research, skeptical of deals, and strategic with their spending than ever before. Yet, they remain deeply committed to the emotional significance of the holidays, creating a central paradox for brands to navigate.

To win this holiday season, marketers must acknowledge 4 truths:

• The Early Shopping Mirage: Respect shopper timelines and align marketing efforts with precise shopping windows.
• The Reign of Automated Recos: Half of category shoppers don’t have a brand in mind. Win at the point of discovery.
• The Era of Hyper-Conscious Shopping: Financial concerns drive purchasing diligence. Brands need to understand the job of their product to master messaging.
• The Deal Hunter’s Dilemma: People are growing wary of sales. Brands need to use the right promotions in the right places – and all with a sense of authenticity. 

For the full report, download below.