The 2025 holiday shopping season is shaping up to be unlike any before it. While economic pressures and value-seeking behavior still dominate much of consumer decision-making this year, sustainability and ethical shopping are increasingly influencing how people approach their festive purchases.
So, are holiday consumers prioritizing sustainability in 2025? The answer is yes — but with nuance. Let’s explore the key trends defining eco-conscious holiday shopping this season.
Economic uncertainty is a headline theme for the 2025 holiday season. According to Deloitte’s holiday retail survey, many shoppers are tightening their budgets and seeking value more than ever. Consumers expect higher prices, and many plan to spend less than last year, especially Gen Z shoppers, who are planning to cut back significantly.
Despite this, sustainability isn’t being ignored. Rather than choosing sustainability instead of affordability, many consumers are balancing both. Shoppers are more likely to look for products that offer good value and meaningful environmental or ethical credentials, such as eco-friendly materials or ethical brand practices.
This points to a value-driven yet mindful holiday shopper who wants both smart spending and responsible consumption.
One clear signal in the 2025 holiday landscape is the heightened interest in sustainable, ethical, and transparent brand practices. Marketing trends this year highlight that:
Brands that demonstrate genuine sustainability efforts, like eco-friendly products and ethical sourcing, connect more deeply with conscious consumers
This aligns with long-standing concepts in ethical consumerism where shoppers vote with their dollars for products that align with their values.
As interest in sustainable shopping grows, so does consumer skepticism around greenwashing — when brands exaggerate or misrepresent their environmental claims. With eco-friendly marketing everywhere, consumers are increasingly aware and wary of vague or unsubstantiated sustainability claims.
This means that brands that offer clear, verified sustainability credentials — like third-party certifications, transparent supply chains, or measurable environmental impact — will find greater trust and engagement from holiday shoppers.
Even as overall holiday purchases continue to spread across online channels and promotions, consumer behavior data shows that shoppers are increasingly considering sustainability in their decision processes. Search trends and digital engagement patterns indicate that terms like “eco-friendly gifts,” “sustainable holiday gifts,” and similar phrases are gaining traction on social and search platforms.
This is especially true among younger shoppers like Gen Z and Millennials, who are more likely to weigh ethical factors, including environmental impact, into their purchase decisions.
For brands looking to connect with eco-conscious holiday consumers in 2025, the trends point toward authenticity and clarity:
Highlight sustainable products and materials right in your holiday promotions.
Use clear, credible claims backed with certifications, data, or transparent stories.
These approaches help shoppers feel confident that their holiday spending supports both their budgets and their values.
In 2025, holiday consumers are blending pragmatism and purpose stretching budgets while still prioritizing sustainability where it matters. Eco-conscious shopping isn’t the sole driver of holiday spending this year, but it is increasingly part of the conversation as shoppers seek value, authenticity, and meaning in what they buy.
