MILWAUKEE– Wisconsin shoppers will be heading back to stores in a big way this holiday season, according to the results of Landmark Credit Union‘s 2025 holiday survey.
The credit union reported it found a total of 82% of those surveyed said they plan to buy gifts in stores this year compared with just 40% in 2024.
“While overall holiday budgets remain steady, consumers are rethinking how they discover gift ideas, pay for purchases and time their shopping, signaling a more intentional approach to the season,” Landmark CU said.
The Findings
According to Landmark CU, findings in its survey include:
- Across generations, shoppers are shifting their approach. Many are starting later, with fewer beginning before Thanksgiving (64%, down from 75% in 2024). Gen Z is more likely to wait for Cyber Week deals (32%), while 38% of baby boomers said they start their shopping in October.
- Consumers indicate they plan to spend more per gift, with only 4% planning to give items under $25, down from 10% last year.
- Digital discovery plays an influential role, with 42% of shoppers turning to social media for inspiration, mainly TikTok (79%). Millennials and Gen Z are the most likely to use AI to help identify gift ideas.
- Generational differences extend to payment habits as well. Millennials lead Buy Now, Pay Later (BNPL) usage at 24%, followed by Gen Z (15%), Gen X (9%) and baby boomers (5%).
‘What Stands Out’
“What stands out in this year’s survey is how Wisconsinites are navigating a more complex shopping landscape,” President and CEO Timothy Mackay said in a statement. “People are weighing store experiences against online convenience, evaluating payment choices more carefully and adapting their timing to find the best value. These shifts show a community that is resourceful and intentional as they head into the season.”
Additional Pressures
Landmark noted that despite the new behaviors, core financial pressures look much like they did last year. The survey further found:
- More than half of shoppers expect to experience holiday-related financial stress (55%, compared to 54% in 2024)
- 41% anticipate carrying some holiday debt into January (compared with 45% last year). A
- mong those who expect to carry a balance, about half plan to pay it off within one to three months.
- Fraud concerns also remain high and unchanged from last year, with 69% of shoppers worried about online fraud or identity theft.
