30% of Consumers Plan to Spend Less This Black Friday/Cyber Monday

As inflation and tariffs continue to squeeze household budgets, U.S. shoppers are heading into the 2025 holiday season with cautious optimism and a clear focus on value. An October study from performance marketing firm Wunderkind suggests that this year’s Black Friday and Cyber Monday period will be highly discount-driven, as consumers seek deals and prioritize essentials over splurges. While overall spending sentiment is softening, opportunities remain for brands that can communicate savings clearly, offer flexible financing and tailor promotions by generation.

• 32% of shoppers plan to focus more on discounts this year, reinforcing that price remains the top motivator.
• 30% expect to spend less overall, while 24% will prioritize essentials over discretionary purchases. Only 6% plan to spend more this season.
• Gen Z and Millennials show the strongest intent to delay or spread out large purchases, while Boomers remain the most consistent.
• Men are five times more likely than women to spend more (10% vs. 2%).

Wunderkind notes that brands should emphasize discounts, bundles and savings visibility; offer flexible payment options for younger shoppers; and maintain trust and consistency for older audiences.