The holiday season has always been the backbone of the retail industry. But in 2025, the landscape is evolving faster than ever. With just 28 short days between Thanksgiving and Christmas, brands and consumers alike are preparing for one of the most compressed holiday shopping seasons in recent history.
Even with rising living costs and tighter personal budgets, retail analysts predict U.S. holiday spending will reach $288 billion in November and December 2025, with global sales expected to climb by 2.1%. While consumers are determined to celebrate, they are also shopping smarter, demanding better deals, exploring alternative buying methods, and turning to new platforms for inspiration.
So, what exactly will define this year’s shopping season? Below, we’ll break down five key holiday shopping trends that retailers and consumers need to know as Thanksgiving and Christmas 2025 approach.
1. TikTok Shop and Social Commerce Take Center Stage
One of the most talked-about holiday shopping shifts in 2025 is the explosion of TikTok Shop. Once seen primarily as a short-form entertainment platform, TikTok has now positioned itself as a powerful social commerce giant.
According to Salesforce, there’s been a 24% increase in purchases made directly on TikTok since April 2024. With over 2 billion visits to TikTok in August 2025 alone, the app isn’t just a place for scrolling anymore — it’s where holiday wish lists are born and completed.
Why TikTok Is Winning the Holiday Shopping Game
- Seamless shopping journey: Users discover, evaluate, and purchase products without ever leaving the app.
- Massive Gen Z influence: 66.9% of TikTok’s audience falls between ages 18–34, a group already comfortable with shopping online and via mobile.
- Celebrity collaborations: In 2024, icons like Nicki Minaj and the D’Amelio family hosted live shopping events. Expect even bigger names this year.
- Exclusive deals: Brands such as Fenty Beauty offered Black Friday discounts exclusively on TikTok Shop, making the app a must-visit destination.
TikTok is doubling down with campaigns like “Brand Palooza,” which ties into Black Friday and Cyber Monday promotions. Even more enticing, TikTok has extended its holiday return window until February 10, 2026, giving shoppers peace of mind when buying gifts.
SEO Tip for Retailers: Optimize your TikTok presence with keywords like “holiday gift ideas 2025,” “Christmas deals on TikTok Shop,” and “best Black Friday TikTok discounts.” Short, engaging videos can capture both browsers and buyers during the festive rush.
2. Buy Now, Pay Later (BNPL) Becomes the Go-To Payment Method
Holiday spending can be overwhelming, especially when budgets are already stretched thin. Enter Buy Now, Pay Later (BNPL) services like Klarna, Afterpay, and Affirm — payment options that let consumers split their bills into smaller, interest-free installments.
Search interest in BNPL has risen by 500% in the last five years, and in 2024, 67% of parents said they planned to use BNPL to finance holiday purchases. That trend is only set to grow in 2025.
Why BNPL Is Surging This Holiday Season
- Inflation relief: While inflation has slowed, prices are still higher compared to 2019–2021. BNPL helps shoppers spread costs without adding credit card debt.
- Holiday deals made more accessible: Retailers partnering with Klarna and similar services advertise exclusive discounts to encourage BNPL purchases.
- Gen Z and Millennial adoption: Younger consumers see BNPL as a smart way to manage cash flow during big shopping events.
For retailers, not offering BNPL could mean losing customers to competitors who do. Adding BNPL to checkout pages can boost conversion rates by up to 30%, making it an essential holiday sales strategy.
SEO Tip for Retailers: Build landing pages that highlight BNPL with phrases like “Christmas gifts with Klarna,” “holiday deals with buy now pay later,” and “affordable holiday shopping plans.”
3. Black Friday and Cyber Monday Regain Their Crown
While consumers are cautious about overspending, they’re eagerly awaiting big retail holidays like Black Friday (November 28, 2025) and Cyber Monday (December 1, 2025).
According to Bain & Company, 10% more consumers plan to shop on Black Friday and Cyber Monday this year compared to 2024. Black Friday, in particular, could become the single biggest shopping day of the season for the first time since 2019.
What Makes 2025’s Black Friday Different?
- Longer sales windows: Black Friday is no longer a one-day frenzy. Amazon and other e-commerce giants are already preparing week-long events leading into the holiday.
- Cross-industry deals: Beyond retail, brands like Semrush offered SEO consultations in 2024 as part of their Black Friday promotions. Expect more industries to join in.
- Consumer urgency: With 59% of shoppers planning to shop on Black Friday this year, retailers are racing to launch early deals to lock in buyers.
Cyber Monday, often overshadowed in recent years, is also expected to bounce back strongly. With the majority of holiday shopping happening online, Cyber Monday deals will be too tempting to resist.
SEO Tip for Retailers: Publish dedicated holiday landing pages titled “Black Friday Deals 2025” and “Cyber Monday Sales 2025.” Optimize them early, as Google rewards pages that build authority over time.
4. The Rise of “Dupes” and Budget-Friendly Shopping
With price sensitivity at an all-time high, “dupes” (duplicates of high-end products) are gaining momentum. In fact, searches for “dupes” have risen by 134% in the last five years.
Around 31% of U.S. adults have purchased a dupe, with Gen Z leading the charge at nearly 50%. Whether it’s fashion, beauty, or tech, dupes are positioned as affordable alternatives without sacrificing style or functionality.
How Dupes Will Shape Holiday Shopping 2025
- Beauty and skincare: Affordable versions of luxury advent calendars and makeup sets will dominate TikTok and YouTube unboxing videos.
- Fashion: Fast-fashion brands like Shein and Temu are expected to see huge demand, particularly for holiday party outfits.
- Tech gadgets: Smartwatches, earbuds, and accessories inspired by Apple or Samsung will be popular stocking stuffers.
However, established brands are pushing back. For example, Lululemon invited consumers to exchange dupes at pop-up stores, emphasizing the superior quality of their originals.
For premium brands, the challenge is to prove value beyond price — whether that’s durability, better customer support, or eco-friendly manufacturing.
SEO Tip for Retailers: Use keywords like “affordable holiday dupes 2025,” “best budget gift ideas,” and “luxury vs dupe reviews.” Content comparing authentic products with dupes can attract huge organic traffic.
5. Visual Search Bridges the Gap Between Offline and Online Shopping
Even though e-commerce dominates, in-store holiday shopping still accounts for billions in sales each year. Many shoppers enjoy the festive atmosphere, decorations, and instant gratification of walking out with their purchases.
But the line between online and offline shopping is blurring thanks to visual search technology. Tools like Google Lens (which now handles nearly 20 billion queries monthly) and Pinterest Lens allow consumers to snap a photo of a product in-store and instantly compare prices or find similar items online.
Why Visual Search Matters in 2025
- Empowers consumers: Shoppers can quickly determine if they’re getting the best deal.
- Influences last-minute purchases: A customer eyeing a sweater in-store might find a similar one online for 30% less and order it instantly.
- Gen Z adoption: Younger shoppers, who are digital natives, are leading the charge in using this technology.
Retailers must embrace this hybrid trend by ensuring their products are searchable via Google Lens and Pinterest. Adding detailed product descriptions, high-quality images, and structured metadata improves visibility in visual search results.
SEO Tip for Retailers: Optimize product listings with alt text like “Christmas sweater gift for women 2025” or “holiday tech gadgets under $100.” This not only supports visual search but also boosts ranking on Google Images.
Navigating the 2025 Holiday Shopping Season
The 2025 holiday shopping season is set to be fast-paced, tech-driven, and value-focused. Consumers are approaching purchases with more strategy than ever, seeking affordability without compromising quality.
For retailers, this means:
- Meeting shoppers on platforms like TikTok Shop.
- Offering flexible payments through BNPL.
- Launching early Black Friday and Cyber Monday promotions.
- Communicating value to compete with dupes.
- Adapting to visual search and hybrid shopping behaviors.
For consumers, this means:
- Staying alert to the best deals across multiple platforms.
- Using BNPL responsibly to spread out expenses.
- Exploring TikTok Shop for unique, limited-time offers.
- Leveraging visual search to ensure they never overpay.
The holidays are always about connection, celebration, and giving, but in 2025, they’re also about shopping smart. Whether you’re a retailer planning your sales strategy or a consumer crafting your gift list, understanding these five trends will ensure you get the most out of the festive season.