Prediction season continues, and whether you’re a marketer or shopper, what to expect in 2025 is definitely on your radar. We recently fielded our annual SheSpeaks Predictions Survey to get the SheSpeaks Community’s take on everything from how they’re feeling to their expected shopping habits.

1,700 respondents weighed in with their thoughts. A few key shopper insights are broken out below, and you can scroll for an infographic with deeper results. If you’re a marketer or a shopper, join the conversation on LinkedIn to let us know how you’re feeling about the new year.

If you haven’t already, check out some 2025 predictions from creators and from brands.

How They’re Feeling: Cautiously Optimistic 

• The top reported emotions going into the new year are: 1) Anxious/Worried 2) Hopeful 3) Uncertain 4) Grateful 5) Stressed
• Slightly more reported feeling optimistic (45%) vs. concerned (38%)
• More feel confident in their personal financial situation (44%) vs. uncertain (31%)

How They’ll Spend: Sticking to The Essentials

• What essential items respondents expect to spend most on include: Food (80%) Utilities – gas/electric (56%) Rent (46%) Healthcare (34%)
• What NON-essential items they expect to spend most on: Dining Out (34%) Travel/vacations (33%) Home Improvements/Furnishings (33%) Health/Wellness (32%) TV/cable/streaming services (31%)
• A notable number of comments indicated that non-essentials don’t seem possible to purchase in 2025.

What Motivates Them When Shopping: Price and Quality

• Top factors influencing purchase decisions in 2025 are: Price & discounts (76%) Product quality and reliability (64%) Customer reviews & testimonials (32%)
• The factors LEAST impactful on purchase decisions: Celebrity endorsements (1%) Personalization and tailored experiences (4%)

How They’ll Shop: In-Store Still Leads, but Online Continues to Grow 

• How respondents plan to shop for groceries: In-store (64%) Online for Delivery (8%) Online for pickup (5%) Combination (23%)
• Where they plan to shop for general merchandise items: Big Box Retailers (46%) Online Marketplaces (31%) Discount Stores (10%)
• 10% plan to do more online shopping in the new year, vs. only 3% who plan to shop more in-store

Read more about our 2025 shopper predictions / shopper insights below, and reach out to us if you need help with your 2025 influencer marketing plans.