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Akeneo's 2025 Holiday Shopping Survey: What Consumers Really Want

Akeneo, a leading provider of Product Information Management (PIM) solutions, has recently unveiled the findings of its latest PX Pulse survey. This survey dives into consumer shopping behaviors and preferences around the 2025 holiday shopping season. It paints a compelling picture of the key factors influencing consumers' purchasing decisions and highlights a shift in priorities that goes beyond mere discounts.

Understanding Consumer Preferences

The survey reveals that a vast majority of consumers are becoming more selective with their purchases, emphasizing the importance of product quality, clarity in product information, and overall trustworthiness. An alarming statistic showed that 69% of participants had returned items bought on deal days, primarily due to dissatisfaction stemming from poor product quality, lack of clear information, and misleading product imagery. Although the holidays are traditionally a time for deals, more consumers are looking for assurances before they make a purchase.

More significantly, the desire for strong, honest product experiences is evident. A staggering 79% of shoppers believe they’re getting the best deal during major sales events, yet the fact that two-thirds also admitted to returning at least one item highlights the gap between expectation and reality. This inconsistency has placed pressure on brands and retailers to deliver accurate and trustworthy product representations.

The Role of Third-Party Platforms

As shopping habits evolve, third-party apps are maintaining a prominent role in retail. According to Akeneo's findings, 51% of survey participants plan to shop through platforms such as Amazon during peak shopping times, compared to just 21% opting for direct purchases from brand websites. This has enormous implications for retailers, underlining the necessity for a cohesive shopping experience across different channels. Brands must ensure that they provide consistent product information and quality control, regardless of where consumers are buying.

Notably, mobile shopping is also steadily increasing. The survey indicated that 38% of respondents preferred browsing through retailer applications, while 36% visited the websites of major retailers. Yet, only 15% expressed willingness to shop via social media platforms like TikTok and Instagram. These platforms need to evolve into trusted sales channels, or risk losing out on consumer confidence and engagement.

Navigating New Technologies

The introduction of AI-driven shopping experiences is influencing consumer behavior as well, but perhaps not in the way brands initially hoped. For instance, when asked about alternative checkout options such as ChatGPT, a striking 46% of shoppers reported they had not utilized it yet, although they expressed openness to it in the future. Contrastingly, 23% stated they would never engage with such technology. This indicates a cautious approach from consumers regarding new shopping technologies, reinforcing the need for extensive education on their benefits.

Research Plays a Crucial Role

In this age of information overload, research is becoming more critical than ever. The survey confirmed that 89% of consumers would conduct research before committing to a purchase. Of those surveyed, 47% performed brief checks of ratings and prices, while 35% opted for a more thorough investigation across multiple retail channels. The desire for comprehensive product information means brands must provide clear, accurate details across all platforms to avoid losing potential sales. Notably, 77% of participants stated they would actively seek information from another source if they couldn't find it on the first site they visited.

The Bottom Line

As Romain Fouache, CEO of Akeneo, puts it, “Shoppers are attracted by discounts, but it’s trust, transparency, and solid product information that really keeps them loyal.” With many consumers eager to pivot away from brands and retailers that fail to meet their expectations, this serves as a crucial reminder for businesses: investing in transparency and accuracy in product offerings is essential for sustained loyalty and future sales.

As the 2025 holiday season approaches, brands must embrace these findings to foster better consumer relations, enhance transparency, and ensure a seamless, trustworthy shopping experience. The research opens up pathways for brands to innovate and adapt, ensuring they remain at the forefront of consumer needs and preferences during the busiest shopping days.