Top Ecommerce Holiday Trends for the 2025 Season

The holiday season is just around the corner, and this year, it’s shaping up to look a little different.

eMarketer, forecasts that US retail sales for November and December will grow just 1.2% year over year. That marks a noticeable slowdown from previous years and even falls behind the 1.5% full-year growth rate. Several factors are driving this shift: increased tariffs, lingering inflation, and a more cautious consumer mindset heading into Q4.

But don’t let that scare you off. While the forecast may be softer, the opportunity hasn’t gone anywhere. It just requires a smarter approach. Consumers are shopping earlier, spending more intentionally, and moving fluidly between mobile, social, and in-store. Brands that meet them with timely offers, personalized experiences, and frictionless checkout will have room to grow.

In this post, we’ll unpack the five biggest holiday shopping trends for 2025 and explore what they mean for brands aiming to finish the year strong.

Holiday shopping is starting even earlier

Early holiday shopping isn’t new, but this year, shoppers are getting an even bigger head start, and for reasons that go beyond just finding the best deal.

According to CivicScience, 21% of US consumers had already started their holiday shopping by July 1, up from 16% at the same time last year. And many more plan to check off their lists well before Thanksgiving.

What’s driving the early action? It’s not just about beating the crowds. A survey by Basis Technologies found that the top reasons shoppers plan to start early include avoiding shipping delays, finishing their shopping as quickly as possible, and making the most of sales throughout the year.

For ecommerce brands, this means the traditional kickoff to the holiday season is no longer tied to a specific date. Consumers are shopping when it’s convenient for them, and they’re rewarding brands that meet them there with timely offers, relevant products, and seasonal campaigns that launch as early as late summer.

Value is the top priority for budget-conscious shoppers

In a year when growth is slowing and costs are still high, shoppers aren’t just looking for gifts, they’re looking for good deals.

Consumers are entering the 2025 holiday season with more financial caution than in years past. Factors like elevated everyday costs and uncertainty around tariffs are putting pressure on spending. That mindset is showing up online too: retail ecommerce sales are expected to grow by just 4.2% this holiday season, less than half of last year’s growth. And under a heavier tariff scenario, online holiday sales could actually decline for the first time in years.

With tighter budgets, shoppers are setting stricter spending limits, comparing prices more carefully, and reevaluating what qualifies as “worth it.” And for many, value means more than just discounts. Yes, they’re holding out for sitewide sales and compelling bundles, but they’re also looking for flexibility, whether that’s Buy Now, Pay Later options, free shipping, or an easy return process. Anything that removes friction and adds convenience becomes part of the value equation.

In a season where price sensitivity runs high, brands that can clearly communicate value and deliver a smooth, no-surprises shopping experience will have a distinct advantage.

Mobile and social commerce are at the forefront

Shoppers aren’t just scrolling on their phones, they’re buying. And in 2025, mobile and social platforms are playing a bigger role than ever in how consumers discover and purchase gifts.

Mobile shopping continues to dominate, with smartphones projected to drive approximately 56.5% of all US holiday ecommerce sales this year. Social commerce is also carving out a larger share of the market. A recent survey from Basis Technologies found that 18% of consumers plan to buy gifts directly through social platforms this holiday season. Gen Z and Millennial shoppers are driving this trend, especially on platforms like Instagram, Facebook, and TikTok.

This shift isn’t just about where people shop, it’s about how they shop. Consumers expect fast-loading pages, frictionless mobile checkout, and seamless browsing that fits into their everyday routines. If your site isn’t optimized for mobile or your products don’t pop on social feeds, you risk losing shoppers at the critical moment.

For brands, this means thinking beyond the homepage. Mobile-first design, social-native product content, and shoppable strategies aren’t optional anymore, they’re essential.

Shoppers expect seamless experiences across every channel

The line between digital and in-store shopping has all but disappeared. Today’s holiday shoppers move fluidly across websites, marketplaces, apps, and physical stores, and they expect the experience to feel consistent no matter where they are.

This year, that omnichannel mindset is more than a preference. It’s the norm. Consumers might discover a product on TikTok, check inventory in a nearby store, add it to their cart from a mobile app, and choose to pick it up in person. If those systems don’t talk to each other or if the information is out of sync, you risk losing the sale.

At the same time, major marketplaces like Amazon and Walmart continue to dominate holiday search and spend. In fact, Salesforce expects 81% of US shoppers will buy from online marketplaces this season, while 75% will shop in physical stores. That overlap is the point. Shoppers aren’t choosing one channel over another, they’re moving between them based on convenience, availability, and trust.

To meet these expectations, brands need to think holistically. Unified product data, real-time inventory visibility, and consistent messaging across every touchpoint all play a role in delivering the kind of seamless experience shoppers now expect as standard. Tools like Feedonomics can help manage and optimize multichannel product feeds, ensuring you show up with the right product, at the right time, in the right place.

Personalization and AI are powering smarter shopping experiences

With so many options at their fingertips, today’s shoppers don’t just want relevance, they expect it. And in 2025, AI is helping brands deliver it faster and more effectively than ever.

From tailored product recommendations to predictive search and real-time customer support, AI continues to shape how people navigate the holiday season. Last year, 19% of holiday purchases were influenced by shoppers interacting with AI-powered agents or tools, a notable jump from the year prior. And this year, that momentum is only accelerating. Recent research shows that 58% of US consumers plan to use AI to help them find holiday gifts in 2025.

Globally, AI is expected to play an even bigger role. Agentic AI and generative tools are projected to drive more than $260 billion in online holiday sales this year as consumers increasingly rely on these technologies to discover, compare, and decide.

At the same time, shoppers are looking for more personal ways to browse and buy. Wish lists, curated gift guides, and bundled product recommendations aren’t just convenient, they help replicate the kind of tailored, concierge-like experience that keeps customers coming back.

For brands, personalization is no longer a nice-to-have. It’s a competitive advantage and one that’s well within reach. With today’s AI-powered tools, even lean ecommerce teams can deliver 1:1 experiences at scale. Think dynamic product recommendations, personalized gift guides, smart search results, and AI-driven chat that helps shoppers find what they need faster. The brands that lean into these capabilities will not only reduce friction, they’ll build stronger customer relationships that last well beyond the holidays.

The final word

Holiday shopping may be starting earlier and moving faster, but one thing hasn’t changed: customers still want great products, a smooth experience, and a reason to come back. By staying in sync with shifting behaviors, and leaning into tools that help you move quickly and sell smarter, you’ll be well positioned to meet your customers where they are and make the most of this year’s holiday season.