Shoppers expect fewer discounts this holiday season
Labor Day weekend saw fewer discounts, but it didn’t seem to stop shoppers. What’s going to happen once Black Friday comes along?
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Three out of four U.S. shoppers expect to pay more, according to Gartner’s report, “2025 Holiday Advertising and Consumer Trends Marketing Must Address.”
The report said one in four Americans plan to spend less overall during the 2025 holiday season, and 40% expect fewer discounts.
Discounts are one lever retailers can pull to create demand when shoppers are closely watching their spending. But data from Klaviyo that measured retail activity over the 2025 Labor Day weekend (Thursday to Monday) found sales grew compared to 2024 while discounts were harder to find.
Klaviyo’s data said the volume of discounts dropped in sporting goods (-8% year over year) and apparel/accessories (-3%), while most other categories stayed relatively flat.
It’s possible leaner stock levels due tariffs or supply chain changes discouraged retailers from offering more discounts in 2025.
Despite fewer discounts, Klaviyo found Average Order Value (AOV) was up $10 year over year in the apparel category. If demand and spending hold firm without discounts, consumers might be correct in their prediction to see fewer discounts during the holiday season.
It’s also easier for sellers to more narrowly target discounts to customers instead of applying broad discounts to every shopper.
Previous chart: Holiday shopping is starting earlier in the year
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