Though the holiday season is the traditional time for spending, a feeling of caution, even dread, has formed a dark cloud over this time of extravagance.
Headlines about inflation, tariffs and government cutbacks are peppering the consciousness of the average consumer, resulting in cooler-headed, more conservative customers.
So, with tighter budgets, competition heats up. The question is how, despite these new pressures, a startup or small business can continue to benefit from the seasonal sales and win over new customers.
What Is Characteristic of the 2025 Consumer?
Before we speculate on strategy, we need to understand who we are working with. What differentiates this year’s shopper from previous years’? To get some answers, we’ll refer to some relevant holiday shopping trends identified from customer data gathered by PissedConsumer.com.
As already touched upon, it is inflation and tariffs that are leading a shift in consumer sentiment and behavior. 64.9% of surveyed shoppers say that inflation will make a difference to their holiday spending, and 63% voice concerns that tariffs will price them out.
As expected, a budget adjustment is immediately apparent: 25% of those surveyed say that they plan to spend $1000+ on holiday shopping in 2025. This percentage is down from 30.3% the previous year.
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How will these holiday shopping insights affect consumer spending? Well, this year’s holiday consumers will be more selective about what they buy and where they buy it. More shoppers will be placing emphasis on perceived value to justify purchases and retailer discounts as a way to make their dollar stretch further. Discounts, deals, and sales will hence attract more buyers than usual.
While online shopping is dominant, people are still seeing seasonal shopping as a physical event that they want to participate in, with most looking to shop both on and offline (65.3%). This tells us that despite the apparent diminishing relevance, the main street store still has a place in the holiday shopping schedule.
There’s a mixture of methods attracting shoppers to discounts, too: 61% say they find bargains via online ads, direct emails (54.8%), and 44.2% locate a deal through flyers and other in-store ads or promotions. Even AI is squeezing itself into this category, with 10.8% they are utilizing ChatGPT et al. to help them plan out their holiday shopping. This data indicates that a multi-channel approach remains key to a strong advertising strategy.
How Can Your Small Business Maximize Holiday Sales in 2025?
There are many practical considerations for small businesses preparing for the fourth quarter. But before fussing over details, you need to set a solid foundation by establishing a good handle on the basics. This is a task that takes even the apparently mundane into account and emphasizes good planning and simple, efficient solutions.
- Establish simple targets. Set a goal of what you want to achieve (profit) and figure out the lowest price you can do whilst still hitting your target.
- Obtain products and production necessities early and in bulk. Avoid bottlenecks, logistical setbacks, and tariff charges wherever possible. Maintain good supplier relationships and have a contingency in case of unforeseen complications.
- Prepare your customer service team for the increased volume of inquiries that is consistent with the high shopping season. Update knowledge bases to cover holiday shopping trends, as well as all sales and product discount-related terms and information.
- Be transparent and upfront about actual cost and shipping charges. Don’t confuse customers with your pricing. Don’t try to conceal the real price in the small print. If the cost is already as low as it can be, emphasize value for money. Today’s consumers are more sensitive to perceived price manipulation by retailers, so simplicity and clarity here are a way to keep customer trust.
Connect With Your Customers Through Personalization
We often hear the complaint that in our era of giant online retailers and mass monopolization, the personal connection has been lost, that interactions are now too impersonal and faceless. Small businesses are poised to make up for this.
With an emphasis on customer relationships rather than just sheer volume and market-leading prices, small retailers can develop an unmatched understanding of their customers’ wants and needs, tailor to the individual, and make every customer feel like their most important customer.
The two pillars of this approach are customer service and customer data. Listening and learning. A genuine understanding of the market for your product informs you of customer expectations and requirements, plus it gives your customer service operation the unrivaled position of being able to authentically place themselves in the customer’s shoes. The starting point for genuine conversations that form real, valuable connections.
Analysis of customer feedback can tell you a lot about a customer’s feelings, whereas data analysis will reveal the unspoken behaviors that tell us what customers want. Think of the purchasing patterns, what products and marketing they most frequently engage with. This and a variety of customer data points will help your business form an identity for each customer.
Such customer profiling will inform relevant product recommendations and, at scale, will help your brand cut the fat from your advertising and product catalog.
Make the most of this during the holiday season to reach out with the best offers for the right customers and ensure your discounts and sales reach those who’ll appreciate them most.
Provide a Fuss-Free Customer Experience
Christmas and the holiday season in general are a high-stress occasion for the average consumer. With all the organizing, budgeting, and other commitments, time becomes a precious commodity. Your advantage here is that, in many minds, cost is second to convenience.
As a customer, buying from your brand must be a swift, seamless, stress-free experience. An overly complicated UI, slow loading times, opaque policies, or any causes of confusion will try their patience, and even a little frustration could cause them to try their luck elsewhere.
Look at holiday spending and the customer journey through your customers’ eyes:
- Your site or app is easy to navigate, both on mobile and web
- The menus are intuitive
- It doesn’t take a customer long to complete a purchase, from browsing to checkout.
- The customer journey is optimal and shortened.
Do you accommodate all major payment options? The absence of their preferred method can be a dealbreaker for many shoppers.
Check your terms and conditions, particularly around tariffs, warranties, shipping, and returns. Are they straightforward, clear, and unambiguous? You ideally want to word these in a way that removes any possibility of misunderstanding or misinterpretation.
Is your pricing clear? Are all sales and discounts as they first seem? Is the browsed price the same as that at checkout? If taxes and tariffs push the price up, state this transparently and upfront. Don’t dump price shocks at the last minute and watch your cart-abandonment rates shoot up.
Focus on Your Unique Strengths
Price is not the only arena in which businesses can compete over the holidays. As a small business, you are more likely to specialize in a particular niche, and this is an opportunity to provide value without cutting prices.
A finer-tuned customer service is your competitive advantage. Smaller scale means you can better understand customer needs, offer more individual guidance, and possibly even get on first-name terms.
Be active and engage in the community that revolves around your niche. Tell the story behind your products or walk people through what makes your business different from the rest. Make a name for yourself as a trusted, reliable expert amongst peers, and you’ll develop a stable customer base that brings new trade through positive word of mouth.
Speedy, human help that treats customers like a friend rather than a statistic builds trust and a customer base that comes back again and again seeking expert advice and recommendations. This is particularly attractive to seasonal shoppers struggling to find a personalized gift for a friend or relative.
Many still see holiday shopping as an event they want to participate in, in person. If you have a physical storefront, capitalize on this. Encourage Instagram visibility and social media engagement with interesting and eye-catching themes and displays. Emphasize the value of the experience.
Consumers Are More Cautious, But They Still Want to Shop
Inflation and tariffs pose a fresh challenge for small businesses this holiday shopping season, but the fact remains that more and more customers are seeking authenticity and connection in their purchases.
With massive online retailers dominating the market, anonymity has crept into the holiday shopping experience. For many people, this takes the spirit out of seasonal shopping; the sense of occasion and festivity is lost. This, combined with the needs of the increasingly values-driven consumer, places small businesses in a great position to step up and fill the gap.
Pursue this advantage and replace anonymity with a genuine connection. Instead of just supplying products at rock bottom prices, supply the meaning and sense of community that today’s consumers are lacking. Win the lasting loyalty of customers who appreciate what you do and will support your business long after the holidays are behind us.
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