NIQ Unwraps Real-Time Insights Throughout the Holiday Season

NielsenIQ (NYSE: NIQ), a leading consumer intelligence company, today announced the first release in a series of insights, and expert commentary to guide brands and retailers through the 2025 holiday season. As consumers juggle celebration with cost-conscious decision making, NIQ will provide timely intelligence on what shoppers are buying, where they are shopping, and what activities are shaping their holidays.

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.

Holiday 2025: At a Glance
Consumers are ready to celebrate, but they’re also planning smarter and shopping for themselves as much as for others. NIQ’s early-season findings show:

• 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%).

Thanksgiving 2025: Tradition Meets Tradeoff
While nearly every U.S. household will celebrate Thanksgiving, the ways people prepare, shop, and serve the holiday table are evolving. Younger hosts are embracing shortcuts and AI planning, while older generations hold to homemade traditions. For brands and retailers, the Thanksgiving holiday is a unique indicator of consumer behavior throughout the entire holiday season.

• Pocketbooks are feeling strained. Lower-income households are finding ways to cut back, with 58% of consumers indicating extreme concern about food price inflation (+3 points since January).
• To manage costs, 25% of shoppers plan to buy more Private Label items, and 65% are comfortable serving them; only 5% will prioritize name brands.
• 25% of households plan to reduce or eliminate alcohol from their celebrations to save money, creating opportunities for non-alcoholic alternatives.

A Season Defined by Smart Choices