电通（Dentsu）：2025美国假日购物季消费行为与趋势分析报告（英文版）（39页）.pdf

1、PART OF THE DENTSU CONSUMER NAVIGATOR SERIESPRESENT TENSE HOLIDAY 2025 IS MORE COMPLICATED THAN EVERAUGUST 2025US EDITION2PART OF THE DENTSU CONSUMER NAVIGATOR SERIESABOUT THIS STUDYSurvey MethodologySurvey Methodology The survey was conducted by dentsu via Toluna,an online research panel.Administer

2、ed on August 4,2025.Distributed among a random sample of 1,000 U.S.respondents 18 years of age or older.Controls for nationally representative weighting across age,gender,region,race and ethnicity(using the latest publicly available U.S.Census numbers)How we defined“the holiday season”for survey res

3、pondents:Winter celebrations such as Christmas,Hanukkah,Kwanzaa,and New Years Eve,not including Thanksgiving.M E T H O D O L O G Y3PART OF THE DENTSU CONSUMER NAVIGATOR SERIESCONTENTSA G E N D A01TOP CONSUMER INSIGHTS02HOLIDAY HYPE CHECK03AI:HOLIDAYS HELPER04THE GIFT SHIFT:PHYSICAL VS.EXPERIENTIAL05

4、CLOSING THOUGHTS4PART OF THE DENTSU CONSUMER NAVIGATOR SERIESTOP CONSUMER INSIGHTST H E G R E A T H O L I D A Y D I V I D E:E X C I T E M E N T V S.A P A T H Y Holiday sentiment has split into two campsexcitement versus apathy and exhaustionwith Millennials showing the highest excitement levels whil

5、e Gen Z and Boomers are more stressed.This bifurcation reveals a cultural moment where the seasons promise feels as overwhelming as it does magical.B U D G E T S T R E S S D O M I N A T E S H O L I D A Y C O N C E R N S Financial stress is the biggest holiday stressor at 25%,beating gift-finding anx

6、iety nearly 2:1,with only 12%claiming holidays are not stressful.This suggests weve reached peak holiday pressure,where a season designed for joy has become a financial stress test.A I R E T A I L R E A C H E S C R I T I C A L M A S S 70%of consumers expect more AI shopping tools this year,with 37%f