Story perspectives

Brands Tweak Discounts as Consumers Prepare for Slimmer Spending

11/24/2025

Summary

Story summary

As Cyber Week approaches, brands adjust discount strategies amid economic pressures, with Mac Cosmetics maintaining strong offers via TikTok Shop.
Caraa and Mercado Famous reduce discounts from 30% to 25% due to rising costs and tariff challenges.
Petite Plume lowers its discount to 20% after finding that larger markdowns did not significantly boost sales.
A Deloitte survey shows consumers plan to spend 4% less this holiday season amid inflation concerns.

History

Historical Context

The Great Recession, which began in December 2007 and lasted until June 2009, was triggered by the U.S. housing bubble and subprime mortgage crisis, leading to a 4.3% contraction in GDP. This economic downturn caused significant job losses, with 8.6 million jobs eliminated, and shifted consumer behavior, prompting brands like Mac Cosmetics to adapt their marketing strategies amid ongoing inflationary pressures.

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Story summary

As Cyber Week approaches, brands adjust discount strategies amid economic pressures, with Mac Cosmetics maintaining strong offers via TikTok Shop.
Caraa and Mercado Famous reduce discounts from 30% to 25% due to rising costs and tariff challenges.
Petite Plume lowers its discount to 20% after finding that larger markdowns did not significantly boost sales.
A Deloitte survey shows consumers plan to spend 4% less this holiday season amid inflation concerns.

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