Higher spending holiday shoppers are most influenced by ads and deals
New LoopMe study highlights Golden Quarter opportunities for advertisers and retailers as US consumers plan to cut back on holiday spend
New York, October 16, 2025: New research from LoopMe, the global leader in brand performance, has found that higher spending consumers are the most influenced by holiday season ads and deals: 42% of those planning to spend over $1000 on holiday shopping this year say that ads and deals will impact their purchases.
The data shows that the impact these campaigns have steadily increases with the amount of money that consumers plan to spend. This indicates that consumers who are planning to spend less on holiday shopping aren’t as easily guided or influenced by advertising or deals.
Percentage of holiday shoppers who say they will be impacted by ads and/or deals, by planned spend:
- 32% of those with planned spend under $100
- 33% of those with planned spend of $100 – $250
- 37% of those with planned spend of $250 – $500, and $500 – $1000
- 42% of those with planned spend over $1000
The study also explores the correlation between the amount of planned spend and when consumers’ shopping was planned to take place. Early shoppers, who said they will be buying more than one month in advance, provide a lucrative opportunity for advertisers and retailers. Two-thirds of this segment are planning to spend over $250.
Percentage of holiday shoppers who plan to spend more than $250, by how far in advance they plan to shop:
- 28% within two weeks
- 48% between two weeks and one month
- 64% between one to two months
- 66% over two months
Overall, fewer US consumers plan to shop this holiday season, with intent down by 30% compared to 2024. In addition, more consumers are expecting to spend less compared to last year, with +10% planning to spend under $100 and +4% between $100 – $200. Moderate spending tiers are shrinking too, in 2025 -14% will be spending between $250 – $500. However, those planning to spend over $1000 have increased by +3% this year.
Sarah Tims, AVP Marketing at LoopMe commented: “Despite a drop in planned spend among consumers, likely influenced by overall market caution, there are still big opportunities for brands and retailers to capitalize on the impact of early-season ads and deals, to better target and support those planning to spend more. This research highlights that longer-term brand campaigns are critical for a successful holiday season. There should be a coordinated effort between brands and retailers to meet these shoppers early on with the ads and deals that will appeal the most.”