Each year, consumers approach the holiday shopping season differently, and retailers should pay attention to changing trends across business.  In 2025, consumers are treading lightly with their purchases, but continue to prioritize gift-giving for loved ones. 

Many Americans are facing a tough financial landscape heading into the holidays.  In fact, the typical US consumer has seen a 12% decrease in their median total assets over the past three years.  Gen Z Americans in particular are struggling, and this reflects in their spending; holiday shopping is down 23% for Gen Z consumers.

In order to manage tricky finances, more Americans are turning to early shopping.  In 2025, 39% of total planned holiday gift spending is predicted to occur between Thanksgiving and Cyber Monday. 

Another trend emerging this year is Buy Now, Pay Later (BNPL).  BNPL is a major perk for many Americans, allowing for increased flexibility.  In fact, 67% of parents say that they would use BNPL to purchase gifts such as vehicles, furniture, electronics, clothing and accessories.

For retailers, personalized marketing is increasingly important, as more and more consumers expect personalized interactions and data-driven marketing.  Adapting to this trend can help businesses find success, with fast-growing companies driving 40% more revenue from personalization than slower-growing companies.

Understanding new trends can provide insight into consumer behavior, and can help retailers evolve in step.  Focusing on early shopping, BNPL and personalized marketing can make holiday shopping more successful for consumers and retailers alike.