2024 ecommerce holiday spending broke records — with Cyber Week alone hitting $314.9 billion, and total global ecommerce spending hitting $1.2 trillion, according to Salesforce. That’s even with 21% of shoppers saying they planned to spend less last year, according to Salsify’s “2024 Holiday Consumer Research” data.
And this year? More than half (53%) of shoppers say they plan to spend about the same as they did in the 2024 holiday shopping season, according to Salsify’s upcoming “2025 Holiday Pulse Report.”
But what about the other half? And what does this mean for brands and retailers getting a jump on their 2025 holiday planning and strategy? Learn more about market trends influencing spending and how to sleigh ahead this holiday season.
In this year’s holiday research report, Salsify surveyed 1,010 participants, 510 shoppers from the United States (U.S.) and 500 from the United Kingdom (U.K.). As mentioned, plenty of shoppers plan for status quo spending — but with economic and related uncertainty abound, 18% of shoppers plan to spend less than last year.
Who’s the most cost-conscious across the generation groups? Though it’s pretty evenly split, 20% of Gen Xers say they plan to spend less this year, followed by millennials (18%), baby boomers (17%), and Gen Zers (16%).
More shoppers say they plan to spend more this year (22%) than less, meaning significant optimism (and funds) are up for grabs, though an increase in spending is more likely this year among U.K. shoppers (26%) than U.S. shoppers (17%).
Gen Zers (29%) and millennials (25%) lead this group from a generational standpoint, illustrating the continued buying power and enthusiasm of younger shoppers. Just 17% of baby boomers plan to spend more this year, and even fewer Gen Xers (16%).
Though everything the market will throw at brands and consumers through year-end is unpredictable, shopper sentiments collected in Salsify research shed (a near festival of) light on how things will shake out — including how shoppers feel about in-store and ecommerce holidays like Black Friday and Cyber Monday, “ambient shopping,” and brand values.
This won’t be the year that Black Friday dies — the same goes for Cyber Monday. Nearly three-quarters of shoppers (73%) plan to shop on Black Friday this year, and of that split, 38% plan to shop these deals online, 24% plan to shop online and in-store, and just 11% plan for in-store-only shopping, making effective Black Friday and holiday ecommerce strategies crucial to snagging shoppers across channels.
According to Salsify’s “2024 Holiday Consumer Research,” just 45% of shoppers planned to shop on Cyber Monday — this year, 61%, highlighting the reign of the value-conscious consumer expecting holiday deals.
More than ever, shoppers will be in “go mode” this holiday season — they love being mobile. This means always-on shopping while completing other activities and daily tasks, a.k.a. “ambient shopping.”
In Salsify’s “Ecommerce Pulse Report: Q2 2025,” shoppers shared some of their favorite features of mobile shopping, including:
Another reason mcommerce can’t be ignored this season? More than half (59%) of shoppers say smartphones are their preferred device for online purchases.
A lot is weighing on shoppers’ minds this holiday season — and maybe just as much on their hearts. Value- and mobile consciousness might take up quite a bit of the spotlight, but that’s not without the need to share it with the social consciousness of consumers this year. Sixty-one percent of shoppers prioritize personal values over price when choosing holiday gifts.
This year more than ever, brands that stand for something — sustainability, philanthropy, ethical business practices, etc. — and make their values known (authentically) can better engage and build trust with shoppers.
How do brands build engaging holiday shopping experiences that matter for this trifecta of value, mobile, and socially conscious consumers? Here are three things to do now to prepare for holiday shopping and consumer spending trends.
Your brand may not identify as a guy in a big red suit — but taking a play from his playbook, you should certainly know who your customers and even prospects are, for example, analyzing how your brand performs with different generation groups.
Making a list of high- and low-intent shoppers and understanding what might motivate each can help you adjust your strategy accordingly. This way, you can better personalize your messaging and plan your promotions ahead of time.
Plus, plenty of shoppers (37%) say they buy more frequently due to personalized recommendations, according to Salsify research.
Reaching consumers with the right products, on the right channels, at the right time, with the right deals this holiday season? You’re golden.
Though shoppers are increasingly value-conscious, this doesn’t mean that any old discount is provocative enough to get them going. Salsify research found that flash sales and other limited-time discounts are a top driver for completing online purchases for 62% of shoppers.
Source: Salsify Consumer Research
Product bundle discounts aren’t far off (45%) — shoppers would love for you to get creative with moving your inventory and help them cross more gifts off their lists.
You have sales goals to hit — every brand does. But not every brand has the same origin story, values, and people a part of it. As values become increasingly crucial to holiday shoppers, be sure to embed these messages authentically into your holiday strategy.
For example, sharing how members of your organization celebrate the season or how customers from different walks of life benefit from your products. You can also take inspiration from these top 10 holiday ads from brands and retailers.
Planning plenty of exciting promos, prioritizing content for mobile, and preparing to share values means no nightmares before any holiday this season — whether spending predictions are right on the money or not.