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PMG’s 2025 Holiday Survey Pulse I Report: Early Holiday Shopping Insights from the U.S. & U.K.

November 21, 2025 | 4 min read

WHAT'S TRENDING

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PMG

PMG is a global independent marketing services and technology company that seeks to inspire people and brands that anything is possible. Driven by shared success, PMG brings together business strategy and transformation, creative, media, and insights, all powered by our proprietary marketing operating system, Alli. With offices in New York, London, Dallas & Fort Worth, Austin, Atlanta, Boston, Brighton, Costa Rica, and Cleveland, our team is made up of 1,000 employees globally, and our work for brands like Apple, CKE Restaurants, Dropbox, Experian, Intuit, Kimberly-Clark, Kohler, Sephora, Travelex, and Whole Foods has received top industry recognitions including Cannes Lions and Adweek Media Plan of the Year.

Consumers during the 2025 peak season across the U.S. and U.K. are a picture of measured optimism, striking a balance between navigating financial pressures and their desire to participate fully in holiday traditions. PMG’s first Holiday Pulse survey, conducted across the U.S. and U.K. in early November, finds shoppers planning strategically, pacing purchases, and prioritizing value over volume.

  • Steady Sentiment, Cautious Confidence: About 70% of consumers feel either financially secure or “managing but careful.” Younger generations are the most enthusiastic—and the most stressed about costs—while older adults remain pragmatic. Across markets, cost remains the top source of stress, yet overall sentiment is steady, signaling continued engagement through year-end.

  • Research-Led, Value-Driven Shopping: Most shoppers have started holiday shopping, but many are waiting for Black Friday and Cyber Monday deals. Higher-income households are the furthest ahead yet remain deliberate, underscoring a shift toward strategic, research-driven spending. Millennials (25–44) are carefully pacing their budgets, with apparel, beauty, and home goods topping lists across both markets.

  • Digital Discovery Takes Center Stage: Discovery is becoming more intentional. Affluent and younger shoppers are turning to Amazon, AI tools, and social platforms like TikTok and Instagram for ideas and validation. Ecommerce remains strong, with most consumers spending the same or more online than last year, reinforcing digital’s critical role in shaping holiday purchase journeys.

  • Travel Reflects a Measured Mindset: Roughly half of respondents plan to stay home this season, while those traveling—primarily younger and higher-income groups—are maintaining or modestly increasing their travel budgets. Many are still waiting for deals or finalizing details, highlighting continued price sensitivity.

Download the report to learn more.