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.
Ah, the holiday season—the time of year synonymous with festive lights, hot cocoa, and… frantic shopping sprees.
But if you think holiday shoppers are still waiting for Black Friday doorbusters to snag their deals in-store and in person, think again.
According to a recent Kinetic319 survey of 322 holiday shoppers, the overwhelming majority (75%) jump-start their shopping well before November comes to a close. A surprising 45% don’t even wait for November to roll around, proving that holiday shopping is less about crunch time and more about prime time.
Speaking of prime time, where are these organized (or anxious) early birds flocking to get their gift lists checked off? None other than Prime itself (Amazon, that is).
With 73.6% of respondents naming it their top shopping destination, the e-commerce giant dominates the playing field.
But why are so many shoppers gravitating toward Amazon weeks ahead of the November shopping frenzy? More importantly, how can businesses ride this trend and make Amazon work for them instead of against them? We’ve got you covered.
Who Are These Early Shoppers? Survey Demographics Unpacked
Before we dig into the why, let’s take a closer look at the who behind these new shopping habits.
Our survey revealed a diverse group of shoppers changing the holiday retail landscape:
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Age: Shoppers spanned all age groups, with 18% between 18-29, 33% aged 30-44, 25% aged 45-60, and 22% over 60.
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Gender: A significant 63% of respondents were female, highlighting the key decision-makers behind many holiday purchases.
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Income: Most households reported incomes between $10,000 and $125,000, with a broad middle-class representation.
Given this demographic range, it’s clear that this isn’t just a millennial trend or a high-income phenomenon. The move to early Amazon shopping is a widespread behavioral shift across multiple demographics.
The New Holiday Shopping Timeline
The clock is ticking (and apparently, the timer is starting much sooner than you’d think). Based on our findings, we discovered that less than 20% of shoppers wait for big-hitting retail weekends like Black Friday or Cyber Monday to kick things off. Roughly 30% start shopping in November, but a whopping 45% get started before November even crosses their mind.
Why the rush? Shoppers are prioritizing convenience, spreading out their expenses, and avoiding the stress of last-minute gifting disasters.
When asked about frustrations, 42% cited out-of-stock products as a major pain point, while 37% complained about shipping delays. For those determined to secure all their wishlist items without a hitch, waiting until Black Friday is risky business.
Amazon’s Holiday Shopping Domination
Amazon’s dominance in this space is undeniable. With a staggering 73.6% of respondents planning to shop on Amazon, this platform leads by a mile compared to large retailers (62%), local/independent shops (50.62%), and other online marketplaces like Etsy and eBay (31.99%)
Amazon’s appeal boils down to three key factors:
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Reliability: Fast shipping, user-friendly return policies, and a consistently smooth experience make Amazon reliable, especially during such a hectic time of year.
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Convenience: With products spanning every imaginable category (and then some), Amazon has become a one-stop shop for consumers seeking efficiency.
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Competitive Pricing: With 57% of respondents feeling frustrated by high prices, Amazon’s ability to offer deals and discounts resonates with budget-conscious shoppers.
What’s more, Amazon’s robust filtering and review systems make sure shoppers feel confident about their purchases, something 53% of survey respondents say strongly influences where they shop.
Why Early Shoppers, In Particular, Are Flocking to Amazon
Amazon’s knack for understanding shopper psychology is a masterclass in holiday marketing.
Here’s why these early birds are choosing to nest there for their seasonal spend:
Anticipatory Anxiety
Nobody likes the idea of their dream gift being out of stock. Amazon’s deep inventory alleviates some of this anxiety with its “in-stock alerts” and vast selection.
Discounts and Deals
Again, with its reputation for offering competitive prices, shoppers know they’re more likely to snag deals without waiting for hyper-competitive days like Black Friday.
Streamlined, Stress-Free Gifting in a One-Stop-Shop
Features such as curated gift guides, tailored recommendations, and effortless gift-wrapping options remove the guesswork around gifting.
And Amazon doesn’t just cater to the practical; it taps into emotional motivators as well. Shoppers reluctant to brave crowds (62% still plan to shop at large retailers, but likely begrudgingly so) see Amazon as a stress-free alternative.
No lines, no parking lot battles, and no high-stakes elbowing at midnight sales. Plus, free returns on a large quantity of Amazon’s products. You can’t beat that.
Actionable Tips for Capitalizing on Amazon Trends
If you’re a brand or retailer, don’t mourn Amazon’s hold over holiday shopping. Take advantage of it instead. Here’s how:
1. Become an Amazon Power Seller
Already selling on Amazon? Great. Don’t just rest on your laurels, though. Make sure you’re doing everything in your power to make the sale. Some tips:
Optimize Your Listings
Make sure your product descriptions are keyword-rich and cohesive. Use high-quality imagery and include clear, detailed specifications to reduce customer uncertainties.
Leverage Reviews
Invest in requesting post-purchase reviews, as these sway over 53% of shoppers. Encourage satisfied customers to leave stars and feedback.
Stand Out with A+ Content
Take advantage of Amazon’s enhanced content options to highlight product benefits in visually engaging formats.
2. Run Promotions Early
If 45% of shoppers are gearing up before November begins, you need to meet them where they are. Start your holiday campaigns by mid-October and leverage Amazon’s Early Holiday/Prime Day Deals to catch attention.
Similarly, make sure you’re offering tiered discounts that encourage bulk purchases.
3. Amplify Off-Amazon Touchpoints
Amazon is where the journey starts for many holiday shoppers, but it’s not where it has to end. Use email marketing to target shoppers with personalized reminders about your products, as 36% of respondents say these emails influence their buying choices.
Don’t overlook the importance of SEO and paid search, either. With 59% of respondents relying on search engine results, make sure your website and ads are targeting holiday-related keywords like “best gifts under $100.” You can also collaborate with influencers to create curated holiday guides, appealing to the 41% driven by this shopping tool.
Last but not least, don’t forget about social media advertising. About 35% of shoppers are influenced by social media ads, so ensure your campaigns reflect holiday themes with irresistible visuals.
4. Address Common Frustrations Head-On
High prices frustrating your audience? Offer value-based messaging, bundling discounts, and super-clear promotions.
Out-of-stock concerns? Overcommunicate restock timelines or offer pre-orders.
Shipping delays? Partner with fulfillment centers that can match the speed and reliability of Amazon Prime.
Whatever the aggravation might be, address it before it tanks your sales.
Our Gift to You This Holiday Season
Holiday shopping habits are changing, and Amazon is leading the charge. Consumers crave convenience, reliability, and early shopping options, meaning you’ll want to have a watertight strategy to help you sail through the holidays unscathed (and in the black).
Whether you’re leveraging campaigns on Amazon or innovating your offsite campaigns, this is the year to act early, act smart, and stay visible.
Need help shaping your digital marketing strategy for the holidays? That’s exactly where Kinetic319 comes in.
Partner with Kinetic319 today to create an unstoppable marketing roadmap that connects with your customers, smashes your holiday goals, and sets your brand apart, all before the first snowflake falls.
Don’t just keep up with the trends. Lead them. We’ll help you do exactly that. Consider it our gift to you!