2025 Holiday Pulse Report

Consumer Research, Top Industry Trends, and Holiday Growth Hacks
While the blustery winter holidays may seem distant, winning brands plan early to find digital shelf success — especially if they want to capture the eager early bird.

Our report offers new consumer research on U.S. and U.K. holiday shoppers across generation groups, including holiday spending predictions, holiday shopping timelines, interest in holiday shopping events like Black Friday and Cyber Monday, and top gift verticals and discovery channels.

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2025 Holiday Spending Predictions

Will Shoppers Lean Festive or Frugal?

Will holiday shoppers indulge in festive splurging this year, or will they tighten their purse strings in the face of economic uncertainty?

More than half (53%) plan on spending about the same as last year, 22% plan on spending even more, and 18% will practice frugality.

Gen Zers (29%) and millennials (25%) are most likely to spend more than last year, unlike their baby boomer (17%) and Gen Xer (16%) counterparts.

Download the “2025 Holiday Pulse Report” to gain more insights into spending predictions and learn how to convince even the most reluctant shoppers to open their wallets.

Hot or Not: Are Black Friday and Cyber Monday Still Popular?

Ecommerce Research Reveals Shoppers’ Views on These Discount Days

Enthusiasm for Black Friday shopping has increased 11% — from 62% to 73% — in just one year.

While Black Friday has traditionally been an in-store shopping event, 38% will opt for online deals, 24% will combine in-store and online, and 11% will solely brave stores.

Cyber Monday has also seen a significant jump in interest, from 45% in 2024 to 61%. But do all shoppers wait for these discount holidays to do their shopping?

Download the “2025 Holiday Pulse Report” for more insight into shoppers’ spending timelines and predilections, broken down by generation group.

Holiday Trends: AI and Aligned Values Sway Shoppers

Shoppers Value Ease and Authenticity

Artificial intelligence (AI) tools that do the heavy lifting and brands with aligned values are fan favorites.

Half of shoppers (50%) say that AI tools like chatbots and gift guides would improve their holiday shopping.

Despite economic uncertainty, 61% of shoppers prioritize their values over price when purchasing holiday gifts. Gen Zers (75%) in particular abide by this tenet.

Download the “2025 Holiday Pulse Report” for insights into each generation’s view on AI shopping tools and values, with tips on integrating both into your org.