Summary
As tariffs and price pressures reshape U.S. spending, shoppers are rewriting the rules of value. Wunderkind’s November 2025 U.S. Tariff Impact Survey reveals how consumers are approaching Black Friday and Cyber Monday with caution, creativity, and a demand for transparency. From AI-powered deal-hunting to loyalty built on honesty, the data shows a decisive shift: value-first marketing now defines success. Brands that balance real savings with real trust will win this BFCM season — and beyond.
As tariffs continue to shape both prices and consumer confidence heading into Black Friday / Cyber Monday 2025, U.S. shoppers are proving more strategic than ever. What began as short-term caution has now crystallized into a new retail reality: value is the priority, trust is the differentiator, and digital fluency defines how, and where consumers spend.
Wunderkind’s November, Black Friday / Cyber Monday 2025 U.S. Tariff Impact Survey shows that 59% of Americans feel cautious or worse about the economy, yet they aren’t sitting on the sidelines. They’re adapting. Deal-hunting has gone mainstream, transparency has become loyalty’s currency, and AI-powered savings tools are reshaping how consumers engage with brands during BFCM.
Below are key insights and talking points from our exclusive, fresh data, and what they mean for marketers navigating a value-first economy.
Economic Caution Is the Default, but Confidence Splits by Generation
An eye-watering 59% of shoppers describe themselves as cautious, pessimistic, or panicked about the economy. Yet optimism is not extinct, it’s generational. One-third of Gen Z (33%) and Millennials (32%) report feeling more secure than they did earlier in the year, compared with just 15% of Boomers.
This divergence underscores a crucial emotional dynamic: Older consumers seek reassurance and predictability, while younger ones crave energy and opportunity.
For marketers, this means segmenting not just by spending power, but by sentiment. Pair “value stability” messaging for Boomers and Gen X with time-sensitive or gamified experiences for Gen Z and Millennials. Every communication, whether via email or text should balance security for some and urgency for others.
This BFCM, Deal-Seeking Becomes a Default Behavior
Tariff-driven price increases have made bargain-hunting habitual. 38% of Americans now seek deals more often, and just over one-quarter (26%) prioritize essentials over discretionary gifts. Gen Z (42%) and Gen X (40%) lead in deal-seeking, while women are far more likely than men to cut overall spending (39% vs. 29%).
The shift isn’t just about thrift , it’s about control. Consumers are deliberately pacing purchases and strategically engaging with brands that reward their patience.
For marketers, position BFCM savings as empowerment, not desperation. Transparency around “why” deals exist (e.g., tariff offsets, loyalty exclusives) can transform discounts into trust-building tools.
Tariff Anxiety Turns Transparency Into a Loyalty Lever
A majority of Americans (58%) say that transparent communication about pricing and availability makes them more loyal to a brand. This sentiment spikes among Gen Z (68%) and Millennials (62%), proving that openness isn’t just appreciated, it’s expected.
Boomers, meanwhile, respond more to stability and predictability, signaling that consistency is their version of transparency.
So this BFCM, treat transparency as a creative strategy. Use email subject lines and SMS copy to acknowledge price shifts or inventory status in real time. Honesty, framed clearly and confidently is now a performance driver.
AI Enters the BFCM Shopper’s Toolkit
Over half of U.S. consumers (53%) now use, or plan to use, AI to find better deals this BFCM. Gen Z leads at 69% adoption, viewing AI as a shortcut to savings and convenience. Yet nearly half of Boomers remain hesitant, often citing trust concerns.
In short: Shoppers are automating their value search. They’re not waiting for offers to find them, they’re training the algorithm to deliver what they want.
So, integrate AI-powered personalization transparently. Highlight how automated recommendations save time and money. And for older or more skeptical audiences, make the human logic behind AI visible, clarity turns curiosity into confidence.
BFCM Spending Intentions Split Along Age Lines
Overall, 31% of shoppers plan to spend less this holiday season, but 23% expect to spend more. Millennials (37%) and Gen Z (29%) lead the “spend more” segment, while Boomers (41%) plan to tighten budgets.
The takeaway? Economic caution doesn’t mean disengagement, it means discernment. Younger audiences are leaning in selectively, investing in brands that deliver visible value and frictionless experiences.
Double down on lifecycle strategies. Use triggered email and SMS sequences to nurture intent beyond BFCM, especially among shoppers who added to cart but didn’t check out.
The Omnichannel Mindset Defines BFCM 2025
Consumers are blending digital convenience with physical discovery. 35% plan to shop mostly online, while another 36% will mix online and in-store channels. Surprisingly, Boomers, once the stalwarts of in-store retail, now over-index for digital-only shopping (40%). The expectation is clear: channel consistency is non-negotiable.
For marketers: Align creative, pricing, and promotions across every touchpoint. Whether through triggered emails, push notifications, or in-store QR activations, the message should feel unified, because shoppers already are.
Closing Insight: Value, Visibility, and Velocity Win This Season
Tariffs have made “value-first” not just a mindset but a movement. The November data shows consumers aren’t retreating , they’re rethinking. They’ll spend where savings feel sincere, where transparency feels real, and where digital experiences feel effortless.
The BFCM 2025 success formula:
– Value-first: Savings and stability win attention.
– Visibility: Transparent pricing builds loyalty.
– Velocity: Agile, cross-channel personalization converts intent into action.
As Wunderkind’s exclusive research makes clear, this is the year where every shopper is a strategist, and every brand message must meet that strategy in motion.
