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.

The concept of "girl math" reflects a broader consumer mindset where shoppers justify purchases as "free" through discounts, rewards, and promotions. This behavior spans all demographics and presents an opportunity for brands to create personalized marketing strategies that resonate emotionally with consumers, enhancing loyalty and engagement.

Requiring customers to complete a small task to obtain discounts can significantly increase sales, with studies showing redemption rates up to 59% higher when tasks like entering a promo code are involved. This phenomenon, known as the Token-Effort Effect, suggests that perceived effort in redeeming a discount enhances the likelihood of purchase, making it essential for businesses to incorporate minimal friction in their promotional strategies.