As 2025 draws to a close, we round up a year’s worth of research on American shoppers, on topics from gen Z’s distinct values to evolving expectations in retail and CPG. Here are some of our top retail insights o 2025.

Gen Z values and shopping behavior

According to YouGov Profiles, gen Z expects brands to reflect their values. Among this generation, 65% like it when companies have a moral message and 63% say they’re more likely to buy from a brand that expresses a view they agree with in their advertising. These proportions tend to decline among older generations. The most important values for gen Z? Honesty, trustworthiness and consistency. 

Our review of gen Z shopping habits also shows a distinct profile. This generation leans more heavily on social media influencers for product discovery than their elders (35% vs. 19%) but are much less likely to find new products through television or radio commercials (13% vs. 33). When it comes to customer service, they lean towards e-mail as a channel and away from phone calls, comparatively.

Like older generations, gen Z retains a taste for in-person shopping, and first-hand recommendations from family and friends remain the most important channel for discovery among all generations. 

The evolving retail landscape

Artificial intelligence played a larger role in retail in 2025, particularly in customer service and shopping assistance. However, skepticism remains. The majority of respondents to a July survey said they’ve never used an AI shopping assistant and are not interested in doing so either. Among those who are interested in trying out AI shopping assistants, the majority would likely use them for deal-hunting, products comparison and answering questions. However, only 4% say they’d let an AI shopping assistant complete a purchase on their behalf. 

Growing store closures are also changing the retail landscape. Yet despite widespread closures, in-store shopping has proven resilient. This is especially true for food and groceries, and furniture, all of which consumers prefer to shop for in-person. 

Whether online or offline, many consumers purchase items that they decide they don’t want to keep. Around six in ten Americans (62%) have returned an item in the past year and have clear preferences about return policies: They want them to be fast, free and convenient.

When it comes to customer service, Americans overwhelmingly prefer speaking to a real person by phone, even as chatbots become more common. 

Holiday shopping trends and behaviors

Black Friday and Cyber Monday may be losing their edge. In 2025, interest in these once-dominant retail moments has cooled. According to our 2025 mega sales report, fewer Americans reported plans to shop during them compared to years past. 

Yet Americans are still shopping for the holidays. A review of Christmas shopping data from YouGov Profiles shows that most Americans (53%) bought gifts last Christmas, with 59% of those shopping in-store compared to 49% shopping online. 

When shopping for any special occasions, a March survey showed that price leads purchase decisions with 70% saying it influences their purchases. 

Fashion, nostalgia, and the shift in spending

This year saw Americans continue to seek balance between style and savings. Nostalgia played a role, especially among Gen Z, who rated the 1990s as the height of fashion and embraced vintage-inspired brands accordingly. 

At the same time, luxury retail faded. In 2025, consideration for luxury fashion purchases declined relative to non-luxury brands. This was a reversal from a strong year in 2024. Those who will continue to shop luxury products are driven by quality and the desire to feel good. 

Retail marketing campaigns remained under close scrutiny. American Eagle's campaign with Sydney Sweeney divided opinion along political lines, revealing how even fashion advertising can become a cultural flashpoint. JC Penney’s rebranding effort illustrated how legacy retailers are striving to remain relevant through repositioning.

Meanwhile, insights from YouGov's talk show "Reality Check" explored the emotional drivers behind gifting and jewelry purchases, adding qualitative context to shopping data.

Health-conscious consumption and CPG trends

Health-conscious and mindful consumption continued to trend with one third of Americans drinking less alcohol in the past 12 months. Among drinkers, beer is chosen most often by 35% of Americans over 21 with wine in second place at 27%.  Younger adults led the demand for alternatives, among which non-alcoholic beer and wine are most popular.

Interest in regulating unhealthy food advertising to children also gained traction, showing a growing awareness of health messaging and brand responsibility.

The brands and campaigns that stood out

Ben & Jerry’s leadership change and renewed brand activism sparked conversation. YouGov BrandIndex data showed fluctuations in consumer perceptions of the brand's corporate reputation and general impression.

Home Depot and Lowe’s shoppers revealed distinct profiles, with the former leaning more conservative and brand loyal, and the latter skewing younger and more diverse. Discount retailers continued to appeal to budget-conscious consumers, reinforcing the power of affordability. 

Meanwhile, Dick’s Sporting Goods stood out for its sustained growth in key brand metrics.

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