The tariff policies being imposed by President Donald Trump won't deter holiday shoppers this year.
That's a top finding from a Salsify report, "2025 Consumer Holiday Shopping Report," that also revealed AI gift guides are gaining in popularity.
The report revealed 75% of consumers will spend the same or more on gifts this year, with Gen Z and millennials leading the charge, according to a press release.
"Shoppers aren't letting inflation, tariffs, or global turmoil steal their holiday spirit," Dom Scarlett, research director at Salsify, said in the release. "Black Friday is thriving, but not in-store. Gift discovery is shifting from social to search, video, and even AI. And more than ever, consumers are choosing brands that reflect who they are, not just what they want."
A record 73% of shoppers plan to participate in Black Friday shopping year, outpacing Cyber Monday's 61%, and 11% will shop Black Friday exclusively in stores.
Half of all shoppers said AI tools, like chatbots and curated gift suggestions, would improve their holiday experience. Thirteen percent of millennials and 11% of Gen Z are already using AI to shop.