Story perspectives

Shoppers Prioritize Quality Over Discounts This Holiday Season

10/22/2025

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Summary

Story summary

AlixPartners reports promotional fatigue among American shoppers that could impact the holiday season.
A survey of over 9,000 consumers shows discounts are 13% less important than last year, and 30% fewer shoppers prioritize sales.
Consumers now seek consistent pricing, value for money, and quality over discounts.
More than 60% plan to shop in stores, but time and basket sizes have fallen, reducing the impact of discounts amid tariffs and uncertainty.

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Story summary

AlixPartners reports promotional fatigue among American shoppers that could impact the holiday season.
A survey of over 9,000 consumers shows discounts are 13% less important than last year, and 30% fewer shoppers prioritize sales.
Consumers now seek consistent pricing, value for money, and quality over discounts.
More than 60% plan to shop in stores, but time and basket sizes have fallen, reducing the impact of discounts amid tariffs and uncertainty.