5 Holiday Shopping Trends to Define Thanksgiving and Christmas 2025

09/24/25
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TL;DR Summary of Key Trends Shaping the 2025 Holiday Shopping Season

The 2025 holiday shopping season will be marked by a surge in social commerce, especially via TikTok Shop, as younger consumers increasingly make purchases directly through social media. Buy Now, Pay Later (BNPL) options will continue to grow in popularity, helping shoppers manage higher prices. Expect Black Friday and Cyber Monday to expand into even bigger shopping events, with consumers seeking more competitive deals. Additionally, the rise of budget “dupes” and the integration of visual search technology are reshaping how shoppers discover and buy gifts.

Optimixed’s Overview: Emerging Consumer Behaviors and Retail Innovations Reshaping Holiday Shopping in 2025

Social Commerce’s Rapid Rise Drives New Shopping Habits

With a 24% increase in purchases via TikTok since April, social commerce is becoming a dominant force in holiday retail. Platforms like TikTok Shop enable users to browse and buy without leaving the app, appealing especially to the 18-34 demographic which forms nearly 67% of TikTok’s user base. Celebrity collaborations and exclusive app-only discounts further enhance its appeal, signaling that social media will play a pivotal role in gift buying for 2025.

Buy Now, Pay Later (BNPL) Provides Financial Flexibility Amid Inflation

  • BNPL searches have surged by 500% in five years, reflecting growing shopper reliance on installment plans during costly holiday seasons.
  • Major providers like Klarna are experiencing historic search interest, highlighting their importance in e-commerce marketing strategies.
  • Retailers offering BNPL options are better positioned to attract budget-conscious buyers looking for manageable payment solutions.

Black Friday and Cyber Monday Expand Beyond Traditional Boundaries

Holiday shoppers are increasingly focused on securing deals around Black Friday and Cyber Monday, with forecasts predicting a 10% rise in participation. The sales events now span much of the holiday season, with early promotions and cross-industry deals becoming commonplace. Black Friday may reclaim its status as the biggest shopping day in the holiday period, while Cyber Monday is expected to see renewed growth driven by online sales.

“Dupes” and Visual Search Transform Consumer Choices and Shopping Journeys

  • The popularity of affordable “dupes” mimicking premium products has grown by 134% in search interest, particularly among Gen Z shoppers.
  • Brands face increased pressure to demonstrate value and quality, exemplified by marketing campaigns encouraging consumers to compare originals with lower-cost alternatives.
  • Visual search tools like Google Lens and Pinterest’s Shop tab are empowering consumers to instantly research products, find cheaper options, and bridge in-store browsing with online purchasing.

Retailers Must Adapt to a Hybrid Shopping Landscape

Although in-store shopping remains important, especially for the holiday atmosphere, online and mobile commerce are steadily gaining dominance. Consumers increasingly rely on apps, mobile payments, and innovative technologies to make informed purchases. Retailers that embrace these trends and meet shoppers on emerging platforms will be best positioned to capitalize on the hundreds of billions in holiday retail spending anticipated for 2025.