Win the holidays

How to sell trust in an uncertain economy

Dear Favorite Business Leader,

I don’t know about you, but as Thanksgiving approaches, I’m ready for a much-needed break. It’ll be a welcome pause from all the anxiety-inducing headlines. Between daily bombardments of economic uncertainty, corporate cutbacks, and the financial strain of the government shutdown — where many have worked without paychecks or struggled to make ends meet — everyone is stressed.

It’s a world that feels unpredictable, uncontrollable. When people feel helpless, they are driven to value something they can control, like creating meaningful family time or giving a gift that’s guaranteed to matter.

Even if all the effects from the government shutdown have subsided when this column hits your desk, the message is clear: Uncertainty is the defining mood of the 2025 holiday season. Reports from Deloitte and PwC confirm that consumers are shrinking their budgets, not just to save a few bucks, but because they are afraid of wasting any money at all.

This shift is an opportunity for brands who are willing to pivot their message. Consumers aren't just hunting for the cheapest deal, they are desperately searching for meaning, safety and certainty. They’re embracing holiday traditions as a warm, fuzzy buffer from all the external noise.

My family’s best gift

In my family, while we still love a thoughtful gift under the tree, we’ve found that the gifts that really last are the experiences. An annual trip, an ornament-making class, tickets to a show — those shared moments are what truly stick. Research backs this up, showing that experiential gifts create more lasting happiness and strengthen social bonds far more than a new gadget ever could.

This is the mindset you need to tap into. When consumers are forced to be judicious shoppers, they aren't just buying your product, they are buying the experience your product enables. They want to know the purchase will create a reliable, treasured memory, not a future headache.

The question is, how do you appeal to a values-driven buyer who simply wants to be certain their money is well-spent?

Trust is the ultimate value

Today, "value" is no longer defined just by discounts or even eco-friendly sourcing. It is defined by trust. When a customer swipes their card, they are making a bet on your business' stability. Your job is to make that bet feel like a guaranteed win.

So let’s shift your focus from a values-driven product to a values-driven promise. It’s a simple, three-part approach:

1. Promise reliability: Be the unshakable anchor

In an environment where a shutdown can rattle confidence, your reliability is your most valuable quality.

For the retailer — Don't just show a beautiful product. Talk about the strategic inventory planning you did to ensure nothing stops that gift from arriving on time. Your clear, fast delivery promise isn't logistics, it’s a stress-reduction service.

For the service provider — Your value is your people. Highlight your team’s stability, your low staff turnover, or your commitment to local suppliers. For a restaurant, emphasizing your chef’s consistent high-quality experience is a genuine, reassuring selling point.

2. Promise lasting value: Position quality as a financial hedge

With price uncertainty and inflation as major factors, consumers view a smart, quality purchase now as a way to avoid future expenses. They are looking to safeguard their future.

Lead with longevity — Position your higher-priced item or premium service not as a luxury, but as an investment that defies the current landscape of cheap, disposable goods. Consider the popularity of thrifting for secondhand goods among Gen Z consumers. Consumers are prioritizing how long an item will last. Give them the confidence that their money is well-spent on something enduring.

Be transparent — Shoppers are wary of hidden costs. If your business planning allowed you to absorb cost increases, highlight that decision as a brand message, a sign that you're on their side, rather than just a hidden cost.

3. Promise meaningful tradition: Sell the feeling, not the form

We are publishing a week before Thanksgiving, which is the exact moment many shoppers, seeking control, are locking down their holiday plans. They are committed to preserving holiday rituals.

Focus on the experience — For every product or service you sell, market the tradition it enables. A high-quality set of board games isn't just a purchase, it's the “gift of Friday Family Night” tradition. A gift card for a local pottery studio isn’t just a transaction, it’s the gift of a new shared activity.

This holiday season, the most successful brands will be those that realize their corporate values — transparency, reliability and quality — are the ultimate salve for consumer anxiety. You don’t need to chase the deepest discount, you just need to start being the safe, comforting choice in an uncertain market. Your customers are looking for a reason to trust, so go give them one.

Brandfully Yours,

Tracy

Tracy Pratt, a Cedar Rapids marketing professional with expertise in communication, consumer behavior and AI strategy, believes in blending data with storytelling to help businesses build stronger relationships. Message her on LinkedIn: linkedin.com/in/1tracypratt.