Amid holiday preparations, nearly half of consumers are unsure if they can cover the costs of the festive season. Two-thirds of respondents said they actively monitor deals to secure the best price for their chosen items. However, six in ten shoppers admitted they would only buy discounted products, even if those discounts don’t cover their preferred items, forcing them to adjust their purchasing decisions.

Consumers are also placing greater emphasis on value, seeking items that provide long-term benefits. A third of respondents said they are willing to spend more on technology, while 58% plan to reuse last year’s holiday decorations.

“Retailers need to recognize that consumers are becoming more conscious and price-sensitive. The era of impulse purchases is practically over. Sellers must transform their sales and marketing strategies to remain competitive in the future,” said László Palincsár, head of EY’s Customer & Growth division.

Multi-Channel Shopping Brings New Challenges

Despite the growth of e-commerce, more than two-thirds of survey participants plan to shop in physical stores this holiday season. The ability to touch and try products before purchasing is a priority for many, as stores offer a sense of trust that is difficult to replicate in the digital space. At the same time, online shopping experiences continue to evolve, with well-prepared consumers ready to visit multiple sites to compare prices and secure the best deals.

“It is critically important for retailers to understand that an online presence alone is not enough. Without a precise understanding of consumer needs and constant monitoring of competitors, even the most beautiful website won’t generate traffic. Companies must integrate the latest AI-driven technological solutions as soon as possible to influence future performance and avoid becoming victims of change,” Palincsár emphasized.

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