The winter holidays are supposed to be “the most wonderful time of the year.” But between all the decorating, shopping, wrapping, special events, entertaining and travel, the season can feel stressful even in the best of times. (Don’t mention the pressure to be merry while doing all these things.) When you add the economic pinch many consumers are experiencing this year, there’s a lot to be said for retailers who can spread holiday cheer.
Yes — discounts matter, but shoppers aren’t just searching for deals, according to PricewaterhouseCoopers’ 2025 Holiday Outlook survey. “They’re looking for a sense of normalcy, value and brands that ‘get’ them,” says the PwC report.
Consider this your opportunity to support shoppers on their quest to feel good. After all, the CivicScience Well-Being Index has been declining, but consumers tend to view the holiday season as their ultimate shot at well-being, CivicScience CEO and Founder John Dick told attendees at the International Housewares Association’s CHESS event earlier this month.
Helping Them Find Gifts
What’s one of the biggest sources of holiday stress? Finding the right gifts. According to Accenture’s recently released Holiday Shopping Survey, 76% of consumers report feeling overwhelmed by too many product choices. “It’s time to help people remember that choosing and buying gifts for others should feel good — and even be a source of joy,” the report’s authors say.
For shoppers who don’t know where to start: Clever in-store displays can provide inspiration, as can digital marketing that identifies specific gift ideas for different people on their lists (say the foodie, the world traveler or the multi-tasker).
For shoppers overwhelmed by all the choices: Focus on curating displays with simplified assortments, having plenty of well-trained staff to lend a hand, or using digital surveys or Gen AI to connect shoppers with personalized gift suggestions.
Making Life Easier
Consumers want to find good gifts at a fair price, but they don’t necessarily want to knock themselves out in the process. That’s where helpful staff, services like curbside pick-up and free delivery, and easy returns come into play.
Flash sales and limited-time coupons may be tempting, but promoting one low price for the entire season makes things easier for consumers to shop on their own schedule — and may earn you points. According to Bryan Wassel of Retail Dive, “A retailer that turns the holiday rush into a smooth, enjoyable experience can earn loyalty without the need for flashy gimmicks.”
And don’t forget to take care of your staff. Store associates are key to making the in-store shopping experience a positive one, Jill Standish, Accenture’s senior managing director and global lead for retail, reminds Retail Dive. Make sure they’re equipped with the information they need to assist shoppers but also look for ways to support them during the busy season too. (Perks like treating them to coffee or bringing in lunch will likely go a long way.)
Cultivating Cheer
Ask most adults what the best part of the holiday season is, and they’ll probably tell you — the holiday cheer. And there are a lot of ways to cultivate these good vibes in-store that don’t break the bank.
Think in terms of good music (not the same old songs everyone is playing), good scents and maybe a sweet treat like hot chocolate. Also, look for ways to partner with a local charity or those in need. (An in-store service where volunteers offer to wrap presents to benefit a local non-profit? Now there’s a feel-good element that also makes shoppers’ lives easier.)
Besides, a great holiday shopping experience mostly stays out of the customer’s way, Nikki Baird, Aptos vice president of strategy and product, tells CX Dive. According to Baird, the goal is to uncover and meet their needs with minimum fuss, not wow them with the kind of experience that tries to make them stay as long as possible.