U.S. Tariff Survey Series: The Battle for Black Friday/Cyber Monday 2025

As tariffs and price pressures continue to shape consumer sentiment, Americans are heading into Black Friday and Cyber Monday 2025 with a sharp eye on value. In this November 2025 repeat, we uncover how shoppers are balancing caution with confidence, and what that means for brands competing in the most critical retail moment of the year.

This month’s findings reveal:

• Value-first behavior dominates. Well over half of U.S. consumers describe themselves as cautious, pessimistic or panicked, yet they’re adapting by seeking deals more often and spreading out costs rather than cutting back entirely.
• Younger shoppers are rewriting the playbook. Gen Z and Millennials are more optimistic and digitally savvy, leveraging AI, mobile alerts, and deal-hunting tactics to outsmart rising prices.
• Transparency converts hesitation into loyalty. 58% of consumers say clear communication on pricing and stock increases brand trust, making honesty as powerful as any discount this BFCM.

Understand how tariffs are reshaping BFCM, and how your brand can win despite economic pressure.

By downloading this report, you’ll also gain access to our AI-powered insights assistant—your personal, on-demand analyst for BFCM strategy. Dive deeper into the data, explore consumer behavior by age or gender, and uncover tailored marketing recommendations. It turns complex tariff and shopping trends into clear, actionable insights to help your brand win this Black Friday / Cyber Monday.