One of the primary holiday shopping trends 2025 is that customers are becoming more cautious. According to holiday shopping statistics, customers will still be shopping, and total spending will likely increase, but they will do it differently.
Understanding the trends that will define holiday shopping is the first step in preparing your brand for success in 2025.
Is Black Friday Still a Big Deal?
According to a recent PissedConsumer.com survey, 60% of holiday shoppers claim that Black Friday is no longer relevant. It also revealed adjacent holiday shopping trends, including the fact that shoppers began holiday shopping back in August. Black Friday isn’t a big deal because customers have been looking for bargains and deals for months.
If you were caught by surprise by the shifting start date for in-person and online holiday shopping, start planning for next year. Holiday shopping trends have shown the creeping start date of the holidays for years, and next year will likely have shoppers starting just as early.
For now, don’t hold any sales or special promotions back waiting for big Black Friday energy. Holiday shopping in 2025 has already begun.
What Are Customers Buying This Holiday Season?
When we look at holiday shopping trends, USA customers are being a bit more practical this year – many customers are buying necessary and useful gifts rather than impulse or “fun” presents. Household budgets for holiday shopping are a bit smaller this year, and shoppers are hoping to stretch them a bit further.
If you’re hoping to attract more customers, you should be aware of two other important holiday shopping statistics. Customers will be spending less this year. They are also worried about tariffs and how prices will be impacted.
Factor in ongoing consumer concerns about inflation and economic uncertainty, and it’s no surprise that customers are trying to create holiday magic practically and economically.
Customer loyalty means a great deal. 40% of customers are value-seekers, and they want cost-conscious choices and will be looking at reliable retailers. It might be a holiday season anchored by practical presents, but the customer experience matters even more. Help your customers escape into the fun of the holiday season by giving them great service and the trappings of the holidays, while clearly marketing the value and usefulness of your products.
How Are Customers Shopping This Year?
Online shopping isn’t going away, but there are shifts toward a more hybrid approach to purchases. According to holiday shopping insights, 66% of consumers turn to search engines to learn more about products before buying. However, though they are researching their purchases online, in many cases, people are still buying items in stores.
As you consider online shopping trends, holiday season practicality makes sense for many customers. They are spending less and working hard to find gifts that are useful and bring a lot of value for the amount spent. People rely on online reviews all year long, so it’s reasonable that they would also research holiday items.
You need to give customers what they want. If customers want information about products, develop online resources. Provide as many details as possible to help customers make an informed decision and streamline the buying process. Can you include free shipping or provide a buy-online-pick-up-in-person service? If so, customers will appreciate it.
How Do Retailers Support Holiday Shopping This Year?
Customers want a fun holiday shopping experience. Creating magic during the holidays is a joyful escape for many families, and they are looking for decorations, gifts, and positive emotions. People may be individually spending less, but they are still spending.
Help shoppers research their purchases online, lean into the hybrid experience, and focus on marketing around value and discounts well before peak season. Focusing on customer loyalty and meeting customers where they are will go a long way toward building an ongoing, dedicated customer relationship.