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Planning for the holidays may be harder this year as tariffs cast a shadow over both consumers and retailers. 鈥淎s of right now, we鈥檙e seeing a lot of unusual consumer behavior that鈥檚 likely to persist as long as tariff uncertainty persists,鈥� said our analyst Sky Canaves, author of our 鈥淯S Holiday 2024 Recap and 2025 Preview鈥� report. Still, there are steps retailers can take to prepare. Here are three key strategies to help navigate a challenging holiday season.

Retail ended 2024 on a high note as mobile shopping drove ecommerce sales and stores staged a comeback. Will the 2025 holiday season be as fruitful?

Record holiday sales helped retailers, but purchasing patterns across income groups diverged starkly. Middle- and lower-income consumers grew more selective, carefully weighing where and when to spend amid economic uncertainty. Meanwhile, higher-income shoppers continued to spend freely.

The growing trade war could dim America鈥檚 birthday and beyond: With flags and fireworks largely produced in China, July Fourth may be quieter鈥攁nd holiday gifts scarcer.

Asia-Pacific鈥檚 many holiday and seasonal shopping events are hugely popular for finding deals. Traditionally Western and China-originated events are also gaining ground in the region as the consumption culture expands.

Department stores face an uphill battle as discounters, online retailers take share: Our Industry KPIs show foot traffic declined during the holiday season, emphasizing the sector鈥檚 challenges.

Refined luxury thrived during the holidays: Shoppers splurged on timeless pieces from Coach and Ralph Lauren but held back on bolder, flashier styles from Versace and Michael Kors.

With the holiday season in the rearview mirror, our analysts are already looking ahead to what the rest of this year鈥攊ncluding the 2025 holiday season鈥攚ill look like. This year will be defined by unpredictability, as President Trump begins his second term during a time of mixed consumer sentiments. Here are four trends our analysts expect will continue in 2025.

On today's podcast episode, we discuss how the election influenced consumers' shopping habits, why returns spiked, and some way too early predictions for the 2025 holiday season. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Zak Stambor and Analyst Rachel Wolff.

Adidas turned its business around in 2024: The sportswear company ended the year on a high as holiday shoppers clamored for its sneakers.

Shoppers were willing and able to spend this holiday season: Even as consumers focused on value, sales rose 3.8% YoY from November 1 to December 24.

Over half (54%) of US holiday shoppers expect to give clothing or accessories as gifts this year, the most popular gift category, according to a November 2024 survey from the National Retail Federation (NRF) conducted by Prosper Insights and Analytics.

Christmas Day is less than a week away, but some consumers are still chipping away at their lists. That鈥檚 why Walmart, Target, Best Buy, and Dollar General are announcing last-minute holiday deals for consumers seeking the perfect gift.

Temu, Shein, and TikTok Shop are winning this holiday season: Sales growth for all three outpaced larger players like Amazon and Target in November.

Shoppers are more comfortable than ever using BNPL鈥攁nd not just during the holidays. Buy now, pay later (BNPL) volume will hit $18.5 billion this holiday season, with Cyber Monday alone accounting for just shy of $1 billion in spend, per Adobe. That鈥檚 27.6% more than BNPL holiday sales volume in 2022.

UK retailers face a challenging holiday season: The UK economy has grown in just one of the four months since Labour took power, exacerbating shopper gloom.