Consumer Behavior

Consumers prioritizing convenience, flexibility, hybrid shopping

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September 4, 2025

Consumers in the U.S. are increasingly prioritizing convenience, flexibility and value when it comes to shopping and are also embracing hybrid shopping and early deals when holiday shopping.

Those are top findings from a Gartner survey conducted in August that polled 367 consumers, according to a press release.

The Gartner Consumer Community survey also revealed 75% of holiday shoppers are citing higher prices as a reason they expect to spend more on holiday gifts this year compared to last.

"Consumers are anticipating higher prices, supply chain disruptions and fewer discounts from retailers this holiday season," Brad Jashinsky, director analyst in the Gartner marketing practice, said in the release. "This challenging environment requires CMOs and their teams to create campaigns that effectively convey value and connect with consumers before and during the holiday shopping season."

Early holiday shopping is now the norm, with nearly a third of shoppers planning to purchase holiday gifts by October, according to the survey. Hybrid shopping options — such as buy online, pick up in-store or curbside and same-day delivery — continue to gain traction.

A quarter of U.S. consumers surveyed expect to spend less on holiday shopping this year and 69% percent of holiday shoppers expect U.S. trade policies in particular to make their holiday shopping more expensive this year.