Explore the Latest Consumer Research

Grounded in data from PMG’s Signals & Shifts series, our research decodes the sentiment and behaviors shaping today’s marketplace—from how consumers are redefining value and loyalty, to how they’re balancing optimism and caution heading into Q4. By combining quantitative and qualitative insights, we uncover what consumers are doing and why, helping brands anticipate what’s next, meet people where they are, and move with confidence in uncertain times.

Holiday Planning: The Rise of the Early Planner

More than ever, consumers are taking two distinct approaches to the holidays. In the U.K., one-third have already begun budgeting, while in the U.S., one in four are doing the same. Others are delaying decisions until they feel financially ready. This duality underscores a season defined by preparation and patience—where timing, reassurance, and flexibility will shape success.

Gift Spending: Value Takes Center Stage

Holiday spending will be more restrained, with the majority of consumers planning to spend less overall or seek out better deals. Shoppers are prioritizing thoughtful, cost-conscious gifting, focusing on value over volume. For brands, authenticity and pricing transparency will be critical to earning trust during a season defined by intentional choices.

Brand Loyalty: Clarity and Fairness Matter Most

Discounts alone aren’t driving loyalty. Consumers now rank fair pricing and clear communication among the most important factors in brand preference, outpacing promotions or cause-based marketing. The message is clear: honesty and transparency are the new currencies of trust.

Research Methodology

To better understand how consumers are adapting to today’s evolving economic realities, PMG partnered with Centiment to field a custom survey across the United States and the United Kingdom beginning in April 2025.

Over three waves of research conducted between April and October, we've surveyed more than 4,800 adults to uncover how confidence, spending, and priorities are shifting in real time. Each wave explored consumers’ outlook on financial stability, lifestyle habits, and brand expectations, offering a clear view into how pragmatic resilience is shaping decisions across markets.

This multi-month study provides a data-backed foundation for Signals & Shifts, helping brands anticipate change, understand intent, and connect with consumers in moments that matter most.

Download the full report on the PMG Insights Hub.