U.S. holiday shopping preparations

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Get ahead of the season with insights into when, where, and how shoppers plan to buy

The holiday shopping season sets the tone for the entire retail year—and success depends on understanding what’s driving shoppers right now.

In our latest U.S. study, SMG explored how consumers approached last year’s holidays and what will influence them this season. The guide breaks down key behaviors and trends shaping 2025, including:

  • When shoppers start buying (hint: it’s earlier than you think)
  • How hybrid shopping continues to evolve
  • What value really means to consumers under growing budget pressure

Get the data, insights, and recommendations to turn preparation into performance this holiday season.