Market Research

NIQ’s Updated 2025 Holiday Insights

As consumers balance celebration with savings, NIQ delivers the data retailers need to stay competitive.

November 5, 2025

Assistant Editor

Consumer intelligence company NielsenIQ (NIQ) announced the first release in a series of insights and expert commentary to guide brands and retailers through the 2025 holiday season.

The 2025 holiday season finds consumers prioritizing quality, value, and connection, often blending timeless traditions with modern shopping habits.

Shoppers are starting earlier, purchasing online and in-store, and putting themselves at the top of their shopping lists, a trend led by younger generations.

As consumers juggle celebration with cost-conscious decision making, NIQ provides timely intelligence on what shoppers are buying, where they are shopping, and what activities are shaping their holidays.

Rachel Bonsignore, Vice President of NIQ Consumer Life, said,

“Our data continues to show that uncertainty is a running theme in 2025, and it’s reflected in how consumers are celebrating the holidays with a sense of tradition while fitting into their budgets and lifestyles. Our goal is to equip retailers with actionable intelligence, from pricing to inventory to omnichannel experiences, that help them capture market share in what’s shaping up to be a highly competitive season.”

This Holiday Season at a Glance

54% of shoppers are jumping on the self-gifting trend, buying themselves something special for the holidays.
Most people (47%) plan to complete their holiday shopping 1–2 months in advance, and 26% will hit the stores 2-4 weeks ahead of the holidays.
Shopping will be equally split between online and in-store channels. Gen Z (46%) and Millennials (38%) will use social media and influencers for inspiration, significantly more than other age groups.
Top categories on shoppers’ lists include clothing and accessories (76%), entertainment (50%), self-care (48%), and tech/electronics (42%).

Reinforced by NIQ’s recent Consumer Outlook: Guide to 2026 report, survey data also shows that flexibility, practicality, and value are shaping every purchase decision this holiday season.

Holiday Shoppers expect to browse, either online (66%) or in-store (64%), to seek deals and decide what items to buy when holiday gift shopping this year.

While holiday gift shopping for others remains the top reason for shopping during Black Friday or Cyber Monday/Cyber Week overall (66%), Gen Z and Millennials broadly expect to do more shopping during these promotional events, including taking advantage of the discounts to shop for themselves (70% and 66%).