What Adobe’s Holiday Shopping Report Reveals About Consumer Behavior
According to Adobe’s 2025 Holiday Shopping Report, mobile shopping was the strongest channel on Christmas Day, outperforming desktop in both traffic and share of revenue. While mobile has been steadily gaining ground for years, Christmas Day marked a clear tipping point.
This wasn’t accidental – it was driven by a unique mix of consumer psychology, timing, and mobile-first experiences that retailers have spent years optimizing.
Below are the key reasons mobile became the go-to shopping channel on December 25.
1. Gift Card Redemption Peaks on Mobile
Christmas Day is when digital gift cards turn into real spending power.
Consumers receive gift cards in their inbox or mobile wallet and redeem them immediately – often without ever opening a laptop. Mobile makes this frictionless:
- One-tap access from email or Apple/Google Wallet
- Stored payment methods and autofill
- Apps that remember preferences, sizes, and wishlists
For retailers, this means Christmas Day is less about browsing and more about high-intent, ready-to-convert traffic – a scenario where mobile excels.
2. Convenience Wins During Holiday Downtime
Christmas Day is filled with short pockets of downtime:
- After gifts are opened
- While relaxing on the couch
- During travel or family gatherings
Consumers aren’t sitting down to “shop.” They’re snacking on commerce – and mobile is perfectly designed for that behavior.
Unlike desktop shopping, mobile:
- Fits naturally into social moments
- Requires no setup or dedicated space
- Feels casual, low-effort, and immediate
Mobile commerce aligns with the rhythm of the day – not against it.
3. Post-Christmas Promotions Are Designed for Mobile
Retailers know that December 25 is the launchpad for post-holiday sales:
- Boxing Day previews
- “Extra 30% off” flash sales
- Clearance and end-of-season drops
These promotions are increasingly mobile-first by design, delivered through:
- Push notifications
- SMS offers
- App-exclusive deals
Consumers discover deals on their phone – and complete the purchase there, without switching devices.
4. Speed and Ease Matter More Than Exploration
By Christmas Day, most consumers already know:
- What brands they like
- What they want to buy
- How much they want to spend
This shifts behavior from discovery to execution.
Mobile wins here because:
- Checkout is faster with saved credentials
- Apps reduce page loads and friction
- One-click buy options remove hesitation
When speed matters more than deep research, mobile is the fastest path to purchase.
5. Experience Gifting Is Inherently Mobile-Friendly
Another major driver: experience-based gifting.
Think:
- Digital subscriptions
- Event tickets
- Travel vouchers
- Fitness, wellness, or streaming services
These products are:
- Delivered digitally
- Activated instantly
- Designed to be purchased and redeemed on mobile
Christmas Day is the perfect moment to buy or upgrade experiences – and mobile is the natural channel.
6. Mobile Feels Personal, Not Transactional
There’s also a psychological layer at play.
Mobile devices are:
- Highly personal
- Always logged in
- Closely tied to identity and preferences
Shopping on mobile feels less like “running errands” and more like treating yourself – a mindset that fits perfectly with post-gift holiday spending.
What This Means for Retailers Going Forward
Adobe’s findings reinforce a critical reality:
Mobile is no longer just a supporting channel – it’s the primary one during peak moments.
To win on days like Christmas, retailers must:
- Optimize mobile checkout relentlessly
- Treat gift card redemption as a core journey
- Design promotions for push, SMS, and in-app discovery
- Prioritize speed, clarity, and ease over complex navigation
Christmas Day 2025 wasn’t just a mobile success – it was a signal of how consumers want to shop when convenience, intent, and emotion intersect.
Nadia Karaboycheva 