Albert Dandy Velasquez blends SEO strategy with compelling storytelling to help businesses boost their visibility and revenue online. With a B.A. in English and certifications from HubSpot, Semrush, and Google Analytics, he has written and optimized hundreds of articles on organic SEO, content strategy, and user experience. He regularly contributes to the WebFX blog and SEO.com, creating content that helps readers turn marketing goals into measurable results. When he’s off the clock, he’s usually exploring new neighborhoods on two wheels, filming travel content, or chasing golden hour with a coffee in hand.
The holiday shopping playbook has been rewritten, and if you’re still banking on Black Friday to save your Q4, you’re already behind.
In 2025, holiday shopping trends reveal a fundamentally different consumer: One who starts buying in October, expects AI to curate their gift lists, completes purchases without leaving social media, and prioritizes sustainability as much as savings. The frantic December rush hasn’t disappeared, but the path to purchase has split into dozens of micro-moments across channels, devices, and platforms you might not even be tracking yet.
This guide breaks down the 15 most critical holiday shopping trends for 2025, backed by data and paired with actionable strategies you can implement now. From the death of Black Friday urgency to the rise of AI-powered gift recommendations, you’ll learn exactly how consumer behavior is shifting, and what to do about it before your competitors figure it out.
Read on for holiday shopping statistics and trends for 2025! Or, if you want to learn even more about optimizing your ecommerce business, call 888-601-5359 to chat with a strategist!
The first holiday trend to note is that people are actively looking for deals when they shop for the holidays. That means that if you are offering a lower price than your competitors, you give yourself a huge advantage.
Customers have more purchasing power now, so they can afford to shop around and find the best deal. Don’t hesitate to sweeten the deal and promote your sales as before they happen to attract people to your site.
Try this: Create a dedicated “Holiday Deals” landing page optimized for terms like “best [your product] deals” and promote it through both SEO and PPC campaigns starting in early October. Use countdown timers on product pages to create urgency, and send early-access deal notifications to your email subscribers 48 hours before going public to reward loyalty and generate buzz.
2. Inflation is adding stress to shopping
Stats To Know
34% of shoppers say that inflation will change the way they shop
28% of shoppers say that holiday shopping will strain their budget
With inflation and the increased prices of goods over the past year, consumers are worried about what they will spend over the holiday season.
So, what does that mean for businesses?
It means that marketing your products and promotions is more important than ever. If you are offering deals, you want your customers to know about them, so they can experience some stress-free shopping with your business.
Try this: Highlight your value proposition clearly on every product page with messaging that addresses budget concerns, such as “Free shipping over $50” or “Best price guarantee.” Create comparison charts showing how your pricing stacks up against competitors, and offer flexible payment options like installment plans to make higher-ticket items more accessible to budget-conscious shoppers.
24% of shoppers plan to start shopping in October, compared to 37% in November, and 15% in December
All the holiday shopping stats and trends point to the fact that people aren’t waiting to buy anymore. We’ve all felt the holiday rush and pressure to get everything done in December, but sometimes it’s better to get started early.
That’s why many people start planning their shopping as early as the end of summer into early fall. With Prime Day happening in October and Cyber Monday in November, Black Friday doesn’t hold quite as much weight as it used to. Buyers can get ahead and stagger purchases while getting a good deal.
However, while some people like to get started early, there is still a last-minute push in December. So, you can plan for those last-minute deals to help the procrastinating shoppers.
Expert insights from
Shannon PetschLead Internet Marketing Consultant
“There’s no longer the same ‘urgency’ that there once was to get the best deal on Black Friday. Deals are happening from Halloween–Christmas now, and people know they can wait.”
Try this: Launch your holiday marketing campaigns by mid-October instead of waiting until November. Create a tiered promotion calendar with early-bird deals in October, competitive offers during Black Friday/Cyber Monday, and last-minute shipping guarantees in December. Use email automation to target early shoppers with “Get ahead of the rush” messaging and procrastinators with “It’s not too late” campaigns.
4. Retailer sites and apps are the most important channels
96% of Americans have made at least one online purchase in their life
We know ecommerce is not slowing down — millions of people shop online for the holidays (and throughout the rest of the year). If your site or app isn’t up to par, you could miss out on sales.
Building an efficient ecommerce site is more than just a few product pages and descriptions. Your site should include:
Promotions and deals
Helpful navigation
A clear return and exchange policy
FAQs and customer service
Secure checkout
Images and videos
Consumers look at all these features before making a purchase, and they will choose another site if yours doesn’t feel like a good fit.
Try this: Conduct a comprehensive site audit focusing on mobile performance, page speed, and checkout friction. Add trust signals like security badges, customer reviews, and clear return policies on every product page. Implement a progress indicator during checkout, offer guest checkout options, and ensure your site loads in under 3 seconds on mobile devices to reduce cart abandonment.
5. Fast delivery is a must
Stats To Know
54% of shoppers like to buy online because they get direct delivery to their home
62% of shoppers expect their orders to arrive in less than 3 business days
Consumers don’t want to wait for their orders. When the convenience of shopping online extends to shipping, you must consider it as part of your strategy. Even sites like Amazon highlight their fast shipping options to make it easier on the buyer:
If they’re in a pinch, the consumer just has to ask, “Which will get here the fastest?”
Moving forward, if you can find ways to improve your shipping times and prices, that’s always a plus. If not, a solid return and exchange policy can also encourage purchases by making buyers feel more secure in their order.
Try this: Partner with multiple fulfillment centers or shipping carriers to offer expedited delivery options. Display estimated delivery dates prominently on product pages (not just at checkout), and highlight your fastest shipping option with badges like “Get it by Dec 24.” Consider offering free expedited shipping for orders over a certain threshold during peak shopping weeks to incentivize larger purchases.
6. “Buy now, pay later” is a crucial payment method
Stats To Know
85% is how much higher average order values are when shoppers use “buy now, pay later”
45% of people make purchases with “buy now, pay later” they wouldn’t otherwise make
“Buy now, pay later” is a credit-style payment option where you can make a purchase immediately and then pay it off over time. Klarna and Afterpay are two popular companies who offer this service:
Since so many people use “buy now, pay later” as a payment option (and spend more when they do), it’s worth adding it to encourage purchases. One option is to set a minimum price to encourage upselling, which is what many companies offer.
Try this: Integrate popular BNPL services like Klarna, Afterpay, or Affirm into your checkout process. Display monthly payment amounts directly on product pages for items over $100 (e.g., “or 4 interest-free payments of $25”). Use messaging like “Split your purchase into 4 payments” in your holiday ad campaigns to attract budget-conscious shoppers and increase average order values.
7. Most people use Amazon for holiday shopping
Stats To Know
53% of U.S. adults begin product searches on Amazon when planning to make a purchase
74% of users who primarily shopped online said they did most of their online shopping at Amazon
Amazon reigns supreme as the ecommerce giant. That means that if you aren’t selling on Amazon, you’re likely missing out on a huge potential customer pool.
Creating an Amazon storefront is an easy way to boost your sales and open a new channel for purchases. You could even link to your Amazon shop on your website if you don’t have an ecommerce setup.
If you want to start selling on Amazon to get your footing before the holidays, WebFX offers SEO services for Amazon and more to help you target the algorithm and get your products in front of buyers.
Try this: If you’re not selling on Amazon yet, create an Amazon Seller Central account and list your top-performing products before the holiday rush. Optimize your Amazon product listings with high-quality images, keyword-rich titles, and detailed bullet points. Run Amazon Sponsored Products ads targeting your key holiday keywords, and consider enrolling in Fulfillment by Amazon (FBA) to qualify for Prime shipping and increase visibility.
97% of Gen Z participants in one study are most likely to shop at brick-and-mortar stores compared to other generations
30% of Gen Z respondents in another study cited the ability to get products immediately for their reasoning behind shopping in store
While it may be surprising, Gen Z is the most likely generation to make a purchase in stores, not their elders. According to this study, the main reason they like to shop in store is that they can get products immediately, as opposed to waiting for an online order.
However, other studies point to a trend toward more online shopping, so these figures may change over the coming years. But as it stands, if you want to reach Gen Z, physical stores are not out of the question.
Try this: Create an omnichannel experience by offering “buy online, pick up in store” (BOPIS) options that appeal to Gen Z’s desire for instant gratification. Use geo-targeted social media ads promoting in-store exclusive deals or events. Train store staff to help customers complete online orders in-person if items are out of stock on the floor, and offer mobile checkout options to reduce wait times.
9. Price is the biggest factor impacting purchases
Stats To Know
60% of millennials use mobile devices to compare prices and look for discounts
9% of people say they prefer to shop online because they can easily compare prices
Finally, the last holiday shopping trend is the importance of prices. Overall, consumers are more concerned about price opposed to any other factor. With a turbulent few years of inflation and economic changes, more and more people are being conscious about what they buy and when.
So, how can you prepare for this trend? You should be:
Making it clear how your product will benefit the user
Offer discounts when possible
Provide great customer service
Share reviews of your product that show its features and benefits
Make sure you offer competitive pricing for your industry
All of these tactics will help you sell your audience, even if you don’t have a low price point.
Try this: Implement dynamic pricing tools that monitor competitor prices in real-time and adjust your pricing strategically. Create value bundles that increase perceived savings (e.g., “Buy 2, Save 20%”). Use exit-intent popups offering a small discount to visitors who are about to leave without purchasing. Showcase customer reviews and testimonials that emphasize product quality and longevity to justify premium pricing.
10. Consumers trust their favorite influencers
Stats To Know
69% of consumers trust the product recommendations they get from influencers
Nanoinfluencers (those with 1,000-5,000 followers) have the highest engagement rate at 2.19%
Influencer marketing is a great way to show off your products through the lens of someone your audience trusts. And, if you don’t have the resources to work with a big-name influencer, that’s okay!
People build relationships with the micro-influencers they watch and interact with every day. Finding an influencer in your niche can help you reach the people you want while building that trust with their audience.
Expert insights from
Shannon PetschLead Internet Marketing Consultant
“Influencer marketing isn’t going anywhere — but we’re seeing a shift to a nano-influencer approach. Instead of working with these massive influencers with a HUGE following, it’s an influencer in a niche space that has a really loyal, specific audience. It’s making influencer marketing more attainable for small to medium size businesses!”
Try this: Identify 5-10 micro-influencers in your niche (1,000-10,000 followers) who align with your brand values and have engaged audiences. Offer them free products in exchange for authentic reviews or unboxing videos. Create unique discount codes for each influencer to track ROI and incentivize their followers. Focus on long-term partnerships rather than one-off posts to build genuine credibility.
11. Buyers are pushing for sustainability
Stats To Know
70% of shoppers across generations are now saying that sustainability is more important to them than brand names
More and more people are looking for sustainable options when shopping, and that especially matters for the holidays. There needs to be a focus on eco-friendly alternatives to packaging and wrapping, as well as the products you offer.
Take time to think about what sustainable features your company ha. Then, be sure to share those with shoppers as part of your marketing campaign for the holidays.
Try this: Audit your supply chain and packaging to identify sustainable practices you’re already using, then prominently feature these on your product pages and homepage (e.g., “Plastic-free packaging,” “Carbon-neutral shipping”). Create a dedicated sustainability page explaining your eco-friendly commitments. Offer gift wrapping alternatives like reusable fabric bags or plantable seed paper, and donate a portion of holiday sales to environmental causes.
61% of consumers say they prefer retailers with an AR experience
AR is a helpful tool for showing consumers your products online. With AR, they can try on clothing, look at glasses, or see furniture in their home.
There are tons of ways to incorporate AR for holiday shoppers. Updating your product listings and website to include AR is a great first step. Or, if you want to try social marketing, you can create an AR filter on Snapchat.
Try this: If you sell furniture, home decor, eyewear, or apparel, integrate AR tools like Shopify’s AR features or Google’s Model Viewer to let customers visualize products in their space or on themselves. Create AR filters on Instagram or Snapchat that let users “try on” your products virtually. Promote these features in your holiday ads with messaging like “See it in your home before you buy” to reduce purchase hesitation and returns.
It’s 5-25x more expensive to acquire a new customer than to keep an existing one
Loyalty programs have been around for a while, but their impact has never been more crucial. Consumers want to feel appreciated, and they also want to work with companies they trust.
To stand out from competitors, you need a reason to get consumers to shop with you repeatedly. A loyalty program does just that.
The holiday season is a great time to honor your loyalty members and encourage new subscribers, so be sure to consider it as you look into marketing for the holidays.
Try this: If you don’t have a loyalty program, launch a simple points-based system before the holidays (e.g., “Earn 1 point per dollar spent”). Offer double points on purchases during the holiday season and create exclusive early access to sales for loyalty members. Send personalized “You’ve earned a reward” emails based on past purchase behavior. Make sign-up effortless by auto-enrolling customers at checkout with a single opt-in checkbox.
14. Social commerce is driving direct purchases
Stats To Know
21% of shoppers used social media to purchase holiday gifts in 2025, a significant jump from 12% in 2024.
55% of shoppers spent 11-50% of their holiday budget on social platforms in 2025, compared to 33% in 2024.
Social media platforms have evolved from inspiration hubs into full-fledged shopping destinations. TikTok, YouTube, and Instagram are driving the biggest gains in holiday gift influence, with TikTok seeing a +10 point increase, YouTube a +9 point increase, and Instagram a +8 point increase in their influence on holiday gift decisions.
The path from discovery to purchase has shortened dramatically. Shoppers can now see a product in their social feed, read reviews, and complete the transaction without ever leaving the app. This seamless experience makes social commerce especially appealing for younger shoppers who value convenience and speed.
Expert insights from
Shannon PetschLead Internet Marketing Consultant
“A successful holiday marketing strategy should embrace an omnichannel approach for a seamless customer experience. Start by understanding your target audience and their shopping behaviors, then incorporate festive themes into your creatives. Utilize multiple channels—like social media, email, and in-store promotions—to engage customers effectively. We also see a lot of success in offering special deals or limited-time offers across these platforms to create urgency and boost sales during the holiday season!”
Try this: Set up shoppable posts on Instagram and TikTok that allow customers to purchase directly from your social content. Partner with micro-influencers in your niche to create authentic product demonstrations, and run limited-time promotions exclusively for your social followers to drive urgency.
15. AI-powered personalization is reshaping the shopping journey
Artificial intelligence (AI) is fundamentally changing how shoppers discover and purchase holiday gifts. From ChatGPT providing gift recommendations to AI-powered chatbots offering real-time customer support, these tools make shopping faster and more personalized than ever before.
Companies using analytics and AI at scale can personalize for very micro slices of consumers and spot trends (and react to those trends) more quickly through personalized promotions. This means shoppers receive product recommendations tailored to their specific preferences, budgets, and browsing behavior in real-time.
Try this: Implement AI-powered product recommendation engines on your site to suggest relevant items based on browsing history and purchase patterns. Add an AI chatbot to handle common customer questions during peak shopping hours, and use predictive analytics to identify which products to promote to specific customer segments for maximum conversion.
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Turn 2025’s holiday shopping trends into real revenue
If you want to incorporate all these holiday shopping trends into your strategy, we can help. WebFX has worked with 1,450+ clients across 200+ industries, meaning we can handle whatever you want to accomplish.
Whether you want to launch a holiday-specific ad campaign or improve your marketing year-round, our ecommerce services will make all the difference in your results. We’ve driven 24,859,684 leads and $10,085,355,239+ in revenue so far, and those numbers keep growing.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
Craft a tailored online marketing strategy! Utilize our free Internet marketing calculator for a custom plan based on your location, reach, timeframe, and budget.
Albert Dandy Velasquez blends SEO strategy with compelling storytelling to help businesses boost their visibility and revenue online. With a B.A. in English and certifications from HubSpot, Semrush, and Google Analytics, he has written and optimized hundreds of articles on organic SEO, content strategy, and user experience. He regularly contributes to the WebFX blog and SEO.com, creating content that helps readers turn marketing goals into measurable results. When he’s off the clock, he’s usually exploring new neighborhoods on two wheels, filming travel content, or chasing golden hour with a coffee in hand.
