This playbook explores the patterns that make consumer behavior predictable–and how leading retailers are using them to stay ahead.

Retailers are facing a volatile environment shaped by inflation, tariffs, technology shifts and evolving consumer values. Our new playbook helps leaders move from reaction to readiness, identifying consistent behavioral patterns and providing actionable strategies to stay relevant in every season.

Drawing on Simon-Kucher’s 7th Annual Holiday Shopping Report and original market insights, the playbook highlights how consumers will shop this holiday season—and how those behaviors will evolve in 2026 and beyond.

Readers will learn how to identify how consumers consistently respond to uncertainty and what that means for your pricing, assortment and promotional calendar. The playbook also reveals:

• How tariffs are influencing spending, loyalty and the balance between price and value
• Why AI is changing discovery, gifting and the role of retailer websites
• Ways to build long-term plans for promotion, pricing and value creation that extend well beyond December