By Kay Kavanagh, Director of Research, PublicRelay
As the holiday shopping season approaches, affordability is once again at the center of retail media coverage. But this year, it’s taking on a different tone. PublicRelay’s analysis of earned media coverage for Amazon, Target, and Walmart from April through October 2025 reveals that affordability is no longer just a pricing story. It’s become a narrative about consumer survival, corporate responsibility, and strategic positioning in a volatile economic climate.
What’s Driving the Conversation: Sales Events, Tariffs, and Shifting Behaviors
Across all three brands, discount and sales events (such as Amazon Prime Day) generated the highest potential reach among affordability-related themes. With 52 million average potential impressions, these events are clearly where media and consumer attention converge.
Meanwhile, narratives about tariffs influencing pricing strategy and consumers seeking more value through memberships and early shopping continue to gain traction. This points to a growing awareness among journalists that affordability is more about the broader economic factors shaping how retailers plan, price, and promote than just about markdowns.
A Subtle but Significant Signal: Affordability and Health
Interestingly, while mentions of “affordability and health” were relatively few, they were the most widely syndicated theme, picked up by 46 outlets on average. This indicates that stories connecting price sensitivity with wellness or sustainability resonate strongly with syndicating publications, amplifying their visibility.
For communicators, this presents both an opportunity and a caution. Consumers and the journalists who influence them are increasingly scrutinizing what “affordable” means. Communicating discounts on healthy, sustainable, or responsibly sourced products will land far better than those tied to disposable or low-quality goods.
What This Means for Black Friday Communications
With consumer fatigue around endless promotions already setting in (CNBC reports “discount burnout”), retailers can’t afford to treat Black Friday like business as usual. Our data suggests this year’s event will be framed less as a celebration of deals and more as a reflection of economic reality. It will be a moment for retailers to demonstrate empathy, transparency, and purpose in how they communicate value.
Communications leaders should prepare for:
- Heightened media scrutiny of pricing tactics amid ongoing tariff impacts (as Retail Brew notes).
- Consumer skepticism toward excessive discounting or “deal fatigue.”
- Greater visibility for messaging that aligns affordability with health, sustainability, and long-term value.
Competing on Principles
Black Friday 2025 isn’t just about competing on price. It’s about competing on principles. Retail communicators who acknowledge the pressures consumers face, highlight the value behind their discounts, and position affordability as part of a responsible brand promise will be best positioned to win trust and strengthen reputation this season.
