Shopper sentiment, spending plans, and strategies to help you win the season
While shoppers are heading into this coming holiday more financially stressed, they’re approaching it strategically by using flexible payments, shopping earlier, and seeking discounts. Our latest report unpacks how they’re adapting, and where your business can capture the opportunity.
Key holiday highlights
Financial stress is up, but the holidays remain a priority
38% of consumers feel more financially stressed than last year. 35% are specifically anxious about holiday costs. Still, 25% of shoppers plan to spend $1,000 or more this season, up from 18% in 2024.
Early planners and deal-driven buyers will both be active
2 in 5 shoppers are starting early in September and October while 34% will hold off until November for deals.
Mobile-first shopping is accelerating
Apps are the top online channel (61% vs 60% last year), followed by store websites (51% vs 69%) and e-commerce platforms (46%). Retailers expanding their digital footprint are prioritizing marketplaces (69%), social platforms (67%), and their own websites (63%).
Self-care is surging
71% of shoppers plan to buy self-care gifts, from beauty and wellness to hobbies and home comforts. Nearly half (46%) say they’re more likely to do so than last year
BNPL drives choice and conversion
Nearly half (44%) of financially stressed shoppers will consider BNPL this season. 21% say they’re more likely to shop with a retailer who offers it, and 20% are more likely to complete a purchase when it’s available].
What this means for your business
Holiday shoppers aren’t pulling back. They’re shopping smarter. They’re comparing value, planning earlier, and making room for purchases that deliver both joy and practicality.
To capture the season, merchants should:
Offer flexible payment options that give shoppers more choice at checkout while managing budgets.
Show up consistently across apps, marketplaces, social, and in-store.
Sharpen offers in categories that matter most: apparel, food, home, toys, and self-care.
Get your free holiday insights report
The Holiday Insights Unwrapped Report dives deep into shopper sentiment, spending patterns, and category shifts. It’s packed with data and insights to help you understand how shoppers are approaching the season and where your business can capture the opportunity.
Put insights into action
We’ve created ready-to-use Holiday Marketing Assets to help you turn shopper intent into sales. Adding Afterpay messaging across your channels gives customers more reasons to shop with you. Whether they’re planning a big trip or finding gifts that make the season memorable, Afterpay helps them shop with confidence while managing their budgets responsibly.
All references to any registered trademarks are the property of their respective owners. Afterpay does not endorse or recommend any one particular supplier and the information provided is for educational purposes only.
Morning Consult’s Afterpay Global Holiday Shopping Survey (July 2025) was conducted between July 17th - 25th, 2025 among n2,200 Adults aged 18-65 and n264 Retail BDMs in the U.S. All interviews were conducted online. The margin of error was +/- 2% for Adults, +/- 6% for Retail BDMs, and varied among subgroups. All subgroups highlighted in reporting have a base N size of 100 or more unless otherwise stated.
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