If there’s one thing on everyone’s mind this holiday season, it’s uncertainty. While some experts expect spending to rise, others are predicting a dip. Yet, a few trends seem clear: clothing remains a popular gift choice, but shoppers are looking for more than just low prices.
Kristen Classi Zummo, an apparel expert at Circana, emphasizes that value is key. “It’s not just about the lowest price,” she shares. “Shoppers are after deals that offer quality, free shipping, or special promotions.” This season, compelling storytelling and transparency about products could win over cautious consumers.
Romain Fouache, CEO of Akeneo, agrees that clothing will still be a favorite gift. However, he warns brands that shoppers today want more. The ongoing global trade issues make it difficult to rely on low prices, and consumers are more selective about their purchases. They want value that comes from quality and the story behind the product.
According to the Cotton Incorporated 2025 Lifestyle Monitor Survey, 65% of shoppers are looking for cotton clothing, with T-shirts topping the wish list. Interestingly, 69% of men prefer T-shirts compared to 46% of women. Women are leaning toward sleepwear, while both genders show interest in athletic apparel.
However, shoppers are planning to cut back, with many saying they’ll spend about 6% less than last year—averaging $796 this season, down from $844 in 2024. Despite this, T-shirt enthusiasts remain hopeful, with 55% of consumers wanting them as gifts. Historical data shows a consistent trend where clothing remains popular, even in downturns.
The trends shouldn’t surprise retailers. A recent PwC report predicts a 5% decrease in overall holiday spending, with Gen Z feeling particularly squeezed and planning to spend about 23% less. Retailers are being urged to look beyond simple discounts, focusing instead on what drives consumer spending—values and emotional connections.
Shopping behavior is changing, too. Many shoppers, around 72%, still plan to visit stores, but they also conduct more online research than ever before. Nearly 89% research products before buying, relying on reviews and AI tools to guide their decisions. They want transparency and detailed information about what they’re purchasing.
Fouache notes, “Today’s consumers are thorough. If they can’t find the details they need, they’ll move on.” As shoppers become more conscious of their spending amid economic challenges, they prioritize practicality over luxury.
In short, value, quality, and information transparency are crucial this holiday season. Brands that adapt to these consumer preferences may not only survive but thrive during uncertain times.
For more insight into consumer trends, check out the findings from Cotton Incorporated.
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Cotton Incorporated,holiday,Lifestyle Monitor
