What 4,000 holiday shoppers reveal about the future of brand loyalty

Retailers face a critical test this holiday shopping season.

Deloitte’s survey of more than 4,000 US consumers reveals that shoppers plan to cut their holiday spending by 10%, on average, in 2025, but they’re not just seeking cheaper options—they want more value for every dollar spent.

Stephen Rogers, managing director of Deloitte’s Consumer Industry Center, explores how consumer behavior is shifting. From shopping earlier in the season to leveraging loyalty rewards and digital tools to research deals, today’s shoppers are being strategic. And for retailers, brand loyalty is on the line: Nearly two-thirds (65%) of surveyed consumers say they’d consider switching brands if they feel their preferred options are too expensive.

Drawing on Deloitte’s value-seeking consumer analysis of nearly 1 million consumer assessments across 290 brands, Rogers reveals that non-price factors like quality, service, and trust can be powerful drivers of how consumers define value. The brands that master this equation, creating a “surplus of value” where customers feel they’re getting more than they paid for, are seeing significant rewards, with consumers shifting additional revenue their way.

Watch the video to learn more.