Consumer Behavior
Most consumers worried about tariff impact as holiday season approaches
October 21, 2025
Well more than half of consumers, 80%, are concerned about rising costs due to tariffs.
That's a prime finding of a GSTV view survey, "2025 Holiday Consumer Insights," conducted by MFour Data Research. GSTV is a on-the-go video network.
The survey also revealed nearly half of consumers are planning more holiday road trips this holiday season and GenZ are embracing in-store shopping more than in the past holiday shopping seasons, according to a press release.
Over half, 59%, of Gen Z consumers want to see or try on an item before purchasing, while 44% find in-store shopping faster or more convenient, and four in 10 Gen Z consumers report being more excited to shop in-store this holiday season compared to previous years.
"The holiday season is naturally an occasion for gathering with family and friends, and for tackling holiday shopping at retailers of all varieties. Our research shows that both of these seasonal trends mean folks will spend more time on the road and less time with traditional media," Eric Z. Sherman, executive vice president, insights and analytics, GSTV, said in the release.
