How Holiday Shoppers Are Changing in 2025 and What Winning Brands Are Doing About It
As we move into 2025, consumer behavior is shifting fast. With inflation pressure and tighter budgets, shoppers are buying fewer items, being more selective, and starting their holiday research earlier than ever. At the same time, expectations are rising: people want frictionless paths to purchase, personalized offers, and richer discovery moments.
The brands outperforming this year are those leaning into data-driven personalization, shoppable experiences, and AI-enabled discovery across their full funnel.
Below, we share the key trends shaping 2025 holiday commerce along with actionable ways your brand can capitalize on them.
1. Shoppers in 2025 Expect Personalization and Zero-Friction Shoppable Journeys
Consumers are more intentional in their spending, and that means generic ads and slow experiences lose fast. The brands winning are the ones turning insights into relevance at scale.
Actionable moves:
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Leverage first-party data to segment high-value shoppers and personalize offers based on intent, recency, affinity and AOV.
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Make every touchpoint shoppable, from inspiration to checkout, trimming unnecessary steps in the user journey.
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Prioritize loyalty over clicks. Early shoppers tend to show higher lifetime value, so nurture them with post-purchase flows, rewards and email or SMS personalization.
👉 At GoGlobal, we believe combining analytics, creativity and purpose is what sets winning holiday campaigns apart.
2. Creator-Led Holiday Campaigns Shape 2025 Results
This year, influencers are not just awareness amplifiers. They are performance drivers. Between gift-list content, festive takeovers, live shopping events and shoppable social proof, creators are shaping the way people discover and buy gifts.
Actionable moves:
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Collaborate with creators for gift-list content and “holiday moment” videos tailored to your audience segments.
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Use contextual targeting to reach active gift-searchers such as people looking for “best gifts 2025” or “holiday deals”, and repurpose creator assets across paid and owned channels.
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Extend reach with live-shopping events or limited drops to drive urgency, exclusivity and repeat engagement.
👉 GoGlobal can position your brand not just for the season but as the brand creators mention when people think about holiday gifts.
Turn Holiday Intent Into Revenue
The 2025 shopper is selective, intentional and seeking seamless discovery to purchase experiences. Brands that combine high-performance web experiences, smart data segmentation and creator-powered storytelling will own this season’s visibility and conversions.
Looking to build a holiday strategy that combines tech, content and performance
Let’s talk. Book a discovery call with GoGlobal.