November 29, 2025 — Trax Chief Marketing Officer, Brittany Billings, was recently featured on WGCU News, where she shared expert insights into the shifting landscape of consumer holiday spending, citing data from Trax Retail and our Shopkick shopping rewards app.
The interview highlighted the major impact of economic pressures, particularly tariffs and rising prices, on the 2025 holiday season. Key takeaways from the discussion include:
- Shopping Earlier: Over 23% of consumers began their holiday purchasing earlier this year to take advantage of summer deals and spread out costs, driven by concerns over price increases and product availability [01:19].
- Fewer Items: More than a third of surveyed consumers across demographics (from Boomers to Gen Z) are planning to buy fewer items this year [02:47].
- Value-Driven Decisions: Low-to-middle income families, Millennials, and Gen Z are opting for less expensive brands, private label goods, and alternatives like gift cards, DIY regifting, and experience-based gifts [03:10].
- A Trillion-Dollar Season? While large spending forecasts exist, Billings clarified that this high estimate is likely carried by less price-sensitive, high-net-worth individuals and Boomers, masking the reduced spending of other key demographics [05:20].
- Consumer Advice: Billings advised consumers to consolidate shopping trips to large retailers (like Amazon, Walmart, and Target), and use shopping reward apps and existing credit card loyalty points to maximize savings [07:11].
Watch the full interview for more analysis on the “Potential for a Trillion Dollar Holiday Shopping Season” here