Tight budgets and shifting shopper habits are nothing new. But in 2025, they’re compounded by new pressure points: tariff concerns, economic uncertainty, and cautious consumer sentiment. Consumers are adjusting their habits to meet financial constraints, while marketers are investing aggressively across social, retail media, connected TV (CTV), and AI-powered platforms. This divergence creates strategic tension, meaning that expectations and outcomes may not always align.
To help brands navigate what’s next, Experian and GroundTruth collaborated to create our 2025 holiday report, combining Experian’s data and identity insights with GroundTruth’s real-world behavior data, including first-party foot traffic, location, and behavioral insights. Gain a better understanding of who to reach, where to show up, and when to act this shopping season.
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