The 2025 holiday shopping season is shaping up to be defined by a complex mix of cautious consumer spending and a high degree of pre-purchase research. Marketers are adapting their strategies by stretching campaigns across the full season and prioritizing content that builds genuine trust, especially on discovery platforms like TikTok and X (formerly Twitter).

The New Value-Conscious Consumer

Economic factors have fundamentally changed consumer sentiment, making value-seeking the dominant behavior this holiday season. Surveys indicate that a significant percentage of U.S. consumers plan to spend less this holiday season compared to last year. Consumers are prioritizing value and are increasingly trading down to discount retailers or shifting spending toward essential goods rather than discretionary items. This frugality is driving consumers to start shopping earlier, not just for convenience, but to secure the best deals. The shopping period is now stretched from early October through January, forcing brands to adopt an “always-on” promotional cadence. With budgets tight, gift cards are rising as a top planned purchase, as consumers ensure their dollars are spent on items that will be “put to good use.”

The Critical Role of Research and Authenticity

Spontaneous, impulse purchases are declining. Before clicking “buy,” today’s shopper is a meticulous researcher who demands confidence in their decision, shifting marketing focus away from simple flash sales to trust building. Consumers are leveraging digital tools, Google Search, YouTube reviews, and social media feeds, to confirm quality, durability, ratings, and brand reputation. For marketers, this means success hinges on having robust, easy-to-find, and authentic product information across all channels. On social platforms, shoppers are more discerning about whom they trust. They heavily rely on recommendations from family and friends and are swayed more by user-generated content (UGC) and unbiased reviews than by paid influencer posts or brand ads alone. While the discovery and research phase overwhelmingly happens online, in-store shopping remains a critical “validation step.” A large segment of shoppers prefer to see, touch, or test products before making the final transaction, demanding a seamless omnichannel experience from brands.

Platform Adaptation: Social Commerce Takes the Lead

Social media platforms are recognizing their role as the starting point for product discovery and have launched specific initiatives to capture holiday transaction volume. TikTok has rolled out a dedicated “Holiday Hub” to support advertisers. The platform is positioning itself as both a discovery engine and a vital e-commerce channel via TikTok Shop. Its guidance emphasizes leveraging the Creator Marketplace and using creative AI tools to generate engaging, authentic, short-form video content. Despite the overall cautious consumer outlook, U.S. E-commerce sales continue to show strong year-over-year growth, driven by consumer convenience and the ongoing adoption of online deals. Mobile commerce, in particular, accounts for a majority of total online sales, underscoring the necessity of a flawless, mobile-first checkout experience.

Key Takeaway for Marketers

The 2025 holiday season is a marathon, not a sprint. Winning requires focusing on value beyond price (through convenience, quality, and emotional connection), building trust via authentic content and reviews, and ensuring a frictionless path to purchase across every single digital and physical touchpoint.