30% of Shoppers Will Reduce Spending This Black Friday/Cyber Monday

Shoppers are adjusting their Black Friday and Cyber Monday (BFCM) habits this year as inflation and tariffs weigh heavily on household budgets. According to an August survey conducted by Wunderkind, most consumers plan to take a more strategic approach in one way or another, including almost a third who will spend less overall. For retailers, this means the battle for shopper attention will depend on delivering not just discounts, but also flexibility and value.

• Discounts remain king: 30% of respondents say they plan to focus more on BFCM discounts, with that rising to 35% with Gen Z and 37% with Gen X. 
• Overall cutbacks: 30% expect to spend less, with the strongest intent among Gen X (34%) and women (34%). Meanwhile, 23% say they don’t plan to make any change in their 
• Essentials will take priority for 23%, particularly Gen Z (27%) and Millennials (25%).
• Avoiding big-ticket items: 17% plan to delay or avoid large purchases, with caution highest among Millennials (27%) and women (19%).
• Spreading costs: 19% plan to spread expenses across months, led by Millennials (28%) and men (20%).

Wunderkind says that for brands, the opportunity lies in meeting these evolving demands: Compelling discounts, flexible payment options, essentials-focused campaigns and early-access deals are poised to resonate most with younger and cost-conscious shoppers.

Get more insights by downloading Wunderkind’s August 2025 U.S. Tariffs Consumer Impact Survey here.