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:
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.
“This report is essential reading for any brand heading into BFCM 2025. It cuts through the noise to show how tariffs, inflation, and shifting shopper psychology are rewriting the rules of engagement. The winners this season won’t just discount more, they’ll communicate smarter, pairing transparency with value to earn lasting trust”
Tim Glomb, VP of Content, Wunderkind
