At Kinetic319, we believe strongly in listening to what customers have to say. We recently conducted a survey of 322 different consumers to get an idea of their plans for the 2025 holiday shopping season. This blog post was created based on the findings of that survey.
The holiday lights are twinkling, the festive tunes are playing, and you’re probably already thinking about your gift list.
The holiday shopping season is officially upon us, and 2025 is bringing some big shifts in how we find and buy the perfect presents. It's less about the last-minute dash and more about planning, purpose, and a whole lot of scrolling.
In our 2025 holiday shopping survey, we took a deep dive into some data to help understand what’s really going on in the minds of shoppers (and what’s new for this year).
The findings were fascinating. Shoppers are starting earlier than ever, putting more trust in fellow customers, and shopping in ways they’ve never shopped before.
Here are some key trends that are sure to define this year’s holiday season, and what those trends mean for you as a brand or retailer.
1. The Early Bird Gets the Gifts
Remember the thrill of waking up before dawn for Black Friday or staying up late for Cyber Monday deals? While those days aren’t completely gone, their importance is definitely fading. This year, shoppers are getting a serious head start. The data shows that only 20% of us are waiting for those big November sale events to begin our shopping.
The holiday creep is real. A whopping 45% of shoppers start checking things off their lists before November even arrives. Another 30% jump into the action during November, spreading their purchases out over the month.
So, what does this mean for retailers? It’s a clear signal to rethink the calendar. Waiting until the end of November to launch promotions means missing out on a massive group of eager, early buyers. Smart brands will start rolling out pre-holiday sales, early-bird specials, and festive marketing campaigns in October. They need to be ready when you are, which is, well… now.
2. Amazon is Still the King of the North Pole
It’s no surprise that Amazon continues to be a holiday powerhouse. Its convenience is hard to beat, and the numbers prove it. A massive 73.6% of consumers plan to do at least some of their holiday shopping on Amazon this year. You probably have a few items in your cart already, right?
But it’s not a one-horse sleigh race. Shoppers are spreading their spending across various channels. While Amazon is the top destination, 62% of you are also heading into physical stores at large retailers like Target or Walmart. After all, there’s still something special about seeing the decorations and browsing the aisles in person.
Even more heartwarming is the significant support for smaller businesses. Over half of shoppers, 50.62% to be exact, are making a point to buy from local or independent shops.
And for unique, handcrafted items, 31.99% are turning to online marketplaces like Etsy or eBay. This tells retailers that you can’t put all your presents in one basket. A strong presence is needed everywhere your customers are, whether that's a storefront on Main Street, a shop on Amazon, or a profile on a niche marketplace.
3. The $500 Sweet Spot: How to Win Over Mid-Range Holiday Shoppers
Budgets are all over the map, but a significant segment (21.74% of shoppers, according to the survey) plan to spend between $251 and $500 this holiday season. This is the “sweet spot” for retailers. These shoppers are price-aware but willing to invest in meaningful gifts when the value is clear.
If you're targeting this group, consider creating special bundles (“For Her Under $300” or “Ultimate Tech Sets”), tiered loyalty perks, and limited-time offers that make mid-range products look and feel premium.
Bundle deals are huge for this demographic, like an all-in-one skincare set, a complete meal kit, or a curated kids’ craft box. These shoppers value quality over quantity, and they’re drawn to creative ideas and gifts that feel curated, not just discounted. Highlight the thoughtfulness and “wow” factor, and don’t forget a beautiful presentation!
4. Reviews are the Real Influencers
When you’re deciding between two similar products, what seals the deal? If you’re like most people, you head straight for the customer reviews.
According to the survey, online reviews are the most powerful factor influencing purchases today. A majority of shoppers, 53%, say they rely heavily on what other customers have to say.
Generating positive reviews is key, which means focusing on customer satisfaction long after a purchase is made. It also means you need a strong SEO game so you appear at the top of the search results.
5. There's a Growing Love for Local
This year, there's a strong movement to shop small and support local communities. It’s a trend that has been growing, and the numbers back it up. More than half of all shoppers (50.62%) are intentionally planning to buy from local or independent retailers this holiday season.
Shoppers are looking for the unique, personalized items and the friendly service that small businesses are known for. You’re not just a number in a sales report anymore.
For these smaller retailers, it’s a golden opportunity. By highlighting their local roots, unique offerings, and community-focused mission, they can attract customers who are looking for a more meaningful shopping experience. Think in-store events, personalized recommendations, and marketing that feels genuine and heartfelt.
6. Frustrations Shape Shopping Habits
The holidays are magical, but holiday shopping can sometimes be a headache. Shoppers are very clear about what ruins the experience for them.
The biggest complaint? High prices, cited by 57% of consumers. Nothing dampens the festive spirit like feeling you’re overpaying.
Coming in second is the dreaded "out of stock" notification, which frustrates 42% of shoppers. You finally find the perfect gift, and it’s gone. And close behind that are shipping delays, a major annoyance for 37% of people, especially as gift-giving deadlines approach. Another 21% are frustrated by difficult or confusing return policies.
Listen to these frustrations to win your customers’ loyalty. This means offering competitive and transparent pricing, and having a smart inventory system to keep popular items in stock. It also means providing clear, realistic shipping estimates and making the return process as simple as possible…which leads us to our next point.
7. The Return Revolution: Why Easy Returns Are a Holiday Must-Have
In the survey, 21% of shoppers said that tricky or confusing return policies are a top source of frustration during holiday shopping. After all, maybe that sweater isn’t the right size or Aunt Linda already owns that mug. The return process shouldn’t feel like you’re solving a Rubik’s Cube.
For retailers, making returns easy is a golden opportunity to build customer loyalty. Hassle-free returns build trust and make shoppers feel comfortable buying gifts for others (even if they’re not 100% sure they'll be perfect).
Consider offering prepaid return labels, extended return windows for holiday purchases, and a no-questions-asked policy. Don’t hide the information: put it right on your product pages and in post-purchase emails.
Some retailers even allow instant refunds or in-person drop-offs regardless of where the product was purchased. The bottom line is this: if you can make returns easy, you’re giving customers one more reason to come back next season.
8. The Social Shopper: How Platforms Like Instagram and TikTok Are Changing Holiday Retail
Long gone are the days when people only looked for gift ideas in catalogs or retail windows. Now, shoppers are scrolling TikTok and swiping through Instagram Stories, and 18% are checking out directly from these social platforms.
If you’re a retailer, you can’t ignore the power (and fun) of social-first shopping. Platforms like Instagram and TikTok offer shoppable posts, live-stream purchasing, and influencer collaborations that blur the lines between entertainment and retail therapy.
Embrace creative, snackable content that showcases their products in real-life scenarios. Team up with influencers who embody your brand vibe, and don’t be shy about launching flash sales or exclusive offers right in your Stories. The more frictionless and entertaining the experience, the more likely those double taps will turn into checkouts.
9. The Power of Email: Why It’s Still a Holiday Marketing MVP
Email might not be as flashy as TikTok, but don’t underestimate its power. In fact, 36% of shoppers say they’re swayed by emails from their favorite brands or retailers. The right subject line at the right time can absolutely make the difference between a scroll-by and a sale.
Here’s what works: personalize your campaigns. Use data from past purchases to recommend relevant gifts or mention their first name in the subject line.
Keep your emails clear, visually pleasing, and mobile-friendly. Highlight special offers they can’t get anywhere else, such as early access to sales or loyalty rewards. Don't forget to include shoppable links so that it’s just a click or two from inbox to cart.
10. Gift Guides Are Back: Why Shoppers Are Turning to Curated Ideas
With so much choice, it’s easy to feel overwhelmed. That’s where curated gift guides shine. In the survey, 41% of shoppers said they use gift guides for inspiration. It’s a trend that’s gaining steam, and for good reason: people are short on time and want help finding the perfect present.
For retailers, there's a huge opportunity here. You can create themed guides (“For Tech Lovers,” “Stocking Stuffers Under $50,” “Teacher Gifts That Aren’t Mugs”), and showcase products through stories, blog posts, or even interactive quizzes.
Collaborate with influencers to put their picks center stage, or ask customers to share their own guide-worthy discoveries on social media. The more fun and specific your guides are, the more likely customers will find exactly what they’re looking for…and feel inspired to buy.
Turn Your 2025 Holiday Campaign Into Something Magical
Holiday shopping in 2025 is a fascinating blend of old and new. You’re starting earlier, armed with more information from reviews and search results. You’re shopping everywhere, from the world’s largest online marketplace to the small shop on the corner. You're budget-conscious, tech-savvy, and you have high expectations for customer service.
Brands and retailers who thrive this season will be the ones who not only follow these trends but lean into them, whether that’s by launching early-bird campaigns, partnering with influencers, making returns a breeze, or simply sending out the right email at the right time.
So, which of these 2025 shopping trends resonates most with you? Check out the full list of holiday shopping insights here.
And when you’re ready to take your strategy to the next level, reach out to the team at Kinetic319. We’ll make sure your business is on the nice list this holiday season.