As economic uncertainty continues, 40% of consumers anticipate fewer discounts during the 2025 holiday shopping season, prompting brands to adapt their marketing strategies to showcase value. Shoppers are increasingly favoring multibrand retail channels over brand-specific websites, and early activations may present opportunities for targeted promotions without overly deep discounts. Personalized discounting through loyalty programs and targeted advertising is recommended to maintain profitability while appealing to consumer expectations.

Etsy is facing a decline in active buyers amid changing consumer habits and reduced discretionary spending, prompting the company to increase its marketing budget by 16% to $212 million. The new strategy focuses on secondhand fashion through its Depop platform, along with investments in AI and personalized marketing efforts, despite a slight decrease in active buyers.