Key Takeaways:
Gain a deeper understanding of why mobile-first shopping matters.
Learn how research-driven shoppers make decisions.
Discover how steady spending creates opportunity.
Planning for the holiday shopping season is a lot like planning a holiday dinner. You wouldn’t serve the same meal without considering your guests’ preferences. Your best friend just went vegan, your brother-in-law can’t stand the smell of shrimp (even though two other friends love shrimp cocktail), and some guests are bringing kids while others are hoping for a quieter evening. To host successfully, you need to anticipate behaviors, balance conflicting needs, and set the table for everyone to feel taken care of.
Holiday marketing works the same way. If you overlook consumer digital behavior, you risk offering the wrong “menu” at the wrong time. From mobile checkout to research-driven buying habits, your customers bring unique preferences and expectations to the table – and the businesses that prepare with those in mind are the ones that see the best results.
So, as a retailer, how do you prepare well for the 2025 holiday shopping season? We’ve rounded up some key insights to keep in mind.
“In 2025, mcommerce will account for 56.5% of total US holiday retail ecommerce sales and 11.5% of total holiday season sales.”
– Emarketer Forecast
How Digital Behavior Will Define Holiday Sales in 2025
One of the biggest trends is the rise of mobile. Emarketer forecasts that mcommerce (mobile commerce) will account for 56.5% of total U.S. holiday retail eCommerce sales and 11.5% of total holiday season sales this year. That means more than half of all online holiday purchases will happen from a phone.
It’s important to prioritize a mobile-first experience for your shoppers. If your website loads slowly on a phone or your checkout isn’t simple, you risk losing a big share of these shoppers. Small tweaks – like mobile-optimized product pages, quick-pay options, and clear calls to action – can make the difference between a bounce and a buy.
From Mobile to Free Shipping:
Holiday Shopper Expectations
Consumers may be shopping digitally, but they’re far from impulsive. According to Google, half of U.S. holiday shoppers report doing the same amount of pre-purchase research as they do the rest of the year, while 38% say they do even more.
That means your buyers are comparison shopping across sites, checking reviews, and weighing options before hitting purchase. The implication? Product listings aren’t enough. Aim for clear information, competitive pricing, and strong value signals like free shipping or easy returns to persuade shoppers who might be on the fence about whether they should buy from you or your retail rival.
This research-driven mindset also explains why features like customer reviews, FAQs, and detailed product descriptions are so powerful. The more transparent and helpful your digital presence is, the more likely you are to win the decision stage.
“77% of consumers plan to spend the same amount of money or more money during the 2025 holiday season compared to last holiday season.”
– Klaviyo
2025 BFCM forecast
Understanding Consumer Behavior for Smarter Holiday Prep
The 2025 outlook isn’t all caution—it’s also encouraging. Per research from Klaviyo, 77% of consumers plan to spend the same or more during the 2025 holiday season compared to last year. That’s a clear signal of stability in holiday spending, even as economic conditions fluctuate. (Bonus: Check out this blog for the when and why different customers buy during the holidays.)
For retailers, this highlights the importance of trust and consistency. Shoppers are willing to maintain their spending levels, but they’re directing those dollars to brands that make the process easier, faster, and more reliable. A seamless digital experience is now a baseline expectation.
“The 2025 holiday shopper is mobile-first and highly research-driven. They’re also prepared to spend at least as much as last year—but only with retailers who meet their expectations.”
– Technology Therapy® Group
Holiday Retail Trends:
What Buyer Behavior Tells Us
Taken together, these insights reveal a clear picture of the 2025 holiday shopper: they’re mobile-first, highly research-driven, and prepared to spend at least as much as last year—but only with retailers who meet their expectations. That means a seamless phone experience, transparent product information, and reliable value signals like free shipping are essential.
The real takeaway? Holiday prep isn’t just about launching promotions on time. It’s about aligning your entire digital presence with how today’s customers actually behave. Do that well, and you won’t just ace holiday sales, you’ll build lasting trust and growth that carry you into the new year.
Need Some Holiday Prep Help?
From your holiday promotion strategy to email campaigns, we’re here to help you breathe easier in Q4.
