# Holiday Value Beyond Price

> Consumers seek value beyond price during holidays, prioritizing relationships over discounts.
- Title: Holiday Value Beyond Price · Adweek | Shortify
- Summary: Consumers seek value beyond price during holidays, prioritizing relationships over discounts. Holiday shoppers prioritize brand relationships and experiences…
- Keywords: holiday shopping, consumer value, rewards programs, brand loyalty, omnichannel, lifetime value, cpg brands, Holiday, Value, Beyond, Price, Adweek
- Source: Adweek — https://adweek.com/commerce/a-good-deal-is-much-more-than-a-good-price-during-the-holidays
- Author: Ashley R. Cummings
- Published: 2026-10-12T21:46:19+00:00
- Read time: 1 min
- Topics: holiday shopping, consumer value, rewards programs, brand loyalty, omnichannel, lifetime value, cpg brands
## Holiday Shopping Shifts
Consumers are becoming more selective about purchases during holidays, weighing price, quality, and experience.
## Value Beyond Price
Value includes rewards programs, consumer experience, and product use, not just price discounts.
## Decision Fatigue
Shoppers face trade-offs when choosing purchases, leading to slower decisions and higher price sensitivity.
## Rewards Programs
Rewards programs help consumers find small delights they don’t usually buy, building long-term relationships.
## Brand Switching
Consumers switch brands for cheaper alternatives but stay loyal to preferred brands they know.
## Lifetime Value Focus
Brands should prioritize customer lifetime value over short-term transactions to build lasting relationships.

> Lifetime value of the customer. That, to me, is the measure of success on every partnership.
## Holiday Loyalty
Holidays are a critical window to turn first-time buyers into loyal customers for the new year.
## Key takeaway

Holiday shoppers prioritize brand relationships and experiences over price, driving long-term loyalty.