NEW YORK, September 25, 2025 — New research from YouGov’s new Black Friday & Cyber Monday 2025 report reveals that US shoppers are approaching the holiday sales season with both caution and conviction. While overall intended participation in Black Friday (39%) and Cyber Monday (38%) remains steady, shifting priorities and external pressures are reshaping how Americans plan to spend.
Key findings from the nationally representative survey of over 1,000 U.S. adults include:
- Tariff pressures squeeze budgets: 32% of Americans say tariffs will lead them to spend less this year. Just 8% expect to spend more.
- Earlier shopping patterns: 22% of Americans plan to start their holiday shopping earlier than usual in anticipation of rising prices, while only 14% say they’ll hold off in hopes of better deals.
- “Made in USA” momentum: A third of consumers (33%) say they are more likely to prioritize US-made products this holiday season, compared to just 10% who are less likely, a three-to-one ratio.
- Overconsumption concerns: 69% of Americans believe others overconsume during the holidays, though only 29% admit the same about themselves.
- AI still not trusted: Only 18% of Gen Z and Millennials say they would trust AI to choose gifts for loved ones. A quarter (25%) say discovering a gift was AI-selected would make them view it less favorably.
“This year’s Black Friday and Cyber Monday are about more than deals. They are a barometer of how Americans are navigating uncertainty. Shoppers are signaling they want to buy earlier, spend less, and shop with values in mind. The sharp turn toward ‘Made in USA’ products reflects the pressure today’s consumers feel as they head into the holiday season,” said Ashley Brown, Senior Director of Account Management at YouGov.
Generational divides also stand out. Gen Z and Millennials are significantly more likely (57%) to shop during Black Friday or Cyber Monday compared to Gen X and Baby Boomers (38%). However, skepticism is growing overall: more than one-third of Americans (36%) say their interest in mega sales events has declined in recent years, citing misleading discounts and poor product quality as top reasons.
The full YouGov Black Friday & Cyber Monday 2025 report is available for download here,
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