How Tariffs Are Forcing Brands to Pivot Marketing Campaigns This Holiday Season

Holiday season 2025 is introducing a new set of norms for retailers amid ongoing tariff pressures. In the face of increased costs of materials, sourcing shifts, and ever-more cautious spenders, marketers are adjusting their Black Friday strategies and use of language — and doubling down on certain incentives — to court and convert consumers this November and December.

The Persado Brand Content Strategy team works with retail, banking, travel, and telecom brands to generate high-quality, high-performing content that supports marketing and business objectives. Our roster of customers are ahead of many of their competitors in using AI in marketing, making their initiatives exemplary of modern best practices that increase engagement and drive loyalty and sales.

So, we recently analyzed retail market trends, language, and strategies for dozens of consumer brands — spanning fashion and accessories, home equipment, and other segments – to capture macro-level insights about evolutions in strategy and messaging in the current era of increased costs. For example, according to the United States Fashion Industry Association, “with 98% of clothing sold in the U.S. imported from abroad, U.S. apparel companies are likely to be among the hardest hit by tariffs.” At the same time, however, our Persado team views this segment as admirably resilient and highly resourceful in the face of market challenges. How they pivot for success tells a story.

Methodology: Our team identified several recurring messaging and promotional themes, as well as shifts in Black Friday strategies for 24 brands in the U.S. and Europe. We compared Q2 and Q3 — the time when brands ready and optimize their arsenal of holiday content — of 2024 with Q2 and Q3 of 2025 email and web campaigns.

Impact of 2025 Tariffs on Consumer Marketing Promotions

• Fewer Big Sales: Overall, there are fewer big sales this year compared to last year, with a 52% decrease in campaigns featuring 60% offers, indicating a noticeable pullback in high-percentage promotions.
• Fewer Promotional Campaigns: The overall number of promotional campaigns for retail brands has decreased by 34% compared to last year, reflecting a trend toward fewer promotions and more measured marketing strategies.
• Lower Maximum Discounts: Some offers of similar campaigns are slightly lower than last year—for example, discounts that were 60% last year are around 50% this year.
  • 2025 Ex: Announcement: 40% off activewear + a bonus 10% (Fascination)
  • 2024 Ex: You’re getting a 20% bonus + up to 60% off activewear (Gratification)

Impact of Tariffs on Shipping and Brand Loyalty Incentives

• Free Shipping: We are seeing the same trends as last year, with retailers continuing to offer free shipping to meet consumer expectations and encourage online purchases.
• Extra Discounts via Store/App: Brands are offering additional discounts through their apps or in-store channels to drive engagement and purchases.
  • Example: 50% off bags + an app-only bonus 15% awaits > (Curiosity)

How Retail Brands Are Adapting Marketing Language Amid Tariffs

• Less Overpromising Compared to Last Year: Messaging and promotions this year are more moderate, avoiding extreme Hype and Urgency combined with extreme deals that can pressure customers.
  • 2025 Example: 40% off your purchase is here (Fascination)
  • 2024 Example: Get 60% off ASAP — our Sale ends tonight (Urgency)
• Authentic Language: The top performing emotions in 2025 were Gratitude, Achievement and Intimacy, compared to Achievement, Exclusivity and Attention for 2024. This trend indicates that audiences are increasingly responding to content that fosters more authentic, meaningful connections. Some examples of wording:
  • Gratitude Example: We’re saying thanks with 50% off everything
  • Intimacy Example: Hello! Here’s an offer you’ll love
  • Achievement Example: You’ve landed 40% off these bestseller

How Black Friday 2025 Will Compare to Black Friday 2024

• Black Friday Early Access: Following last year’s trend and aligning with consumer expectations, retailers are providing early access to Black Friday deals.
  • 2025 Example: Our Black Friday Sale is here early: 50–70% off EVERYTHING + extra 20% off (Fascination)
  • 2024 Example: Shop Black Friday early: 60% off mystery deals — and an extra 20% off (Encouragement)
• Black Friday 2024 Performance: Last year’s data revealed that the most impactful messaging in Black Friday campaigns fell into three key categories: Intimacy (“Hello, friend”), Curiosity (“Your 60% off Black Friday early access is waiting”), and Achievement (“You’ve landed Black Friday offers”). Stay tuned: 2025 insights are coming soon!

Key Takeaways

Overall, we see U.S. retailers adjusting their messaging and promotional strategies in response to tariff-driven cost pressures.

While some practices, like free shipping and Black Friday Early Access deals, remain consistent, brands are moderating promotions and avoiding overly aggressive claims, ensuring messaging is more measured than in previous years. These approaches help retailers navigate higher costs, sustain trust, and reduce friction in purchase decisions amid a high-tariff environment.

To learn more about how Persado has driven more than $1.8 billion in incremental revenue for top retail and ecommerce customers, visit our Retail industry page.