Tag: holiday

Posted in ecommerce

What the 2025 Holiday Shopping Season Reveals About the Future of Ecommerce

Posted on by Nadia K

The 2025 holiday shopping season didn’t just break records – it reshaped expectations for how consumers discover, decide, and transact online.

According to Adobe Analytics, consumers spent $257.8 billion online between November 1 and December 31, marking a 6.8% YoY increase and the strongest holiday season for ecommerce on record. But the headline number only tells part of the story.

Beneath the surface, three forces defined the season: mobile-first behavior, the rise of generative AI in shopping journeys, and payment flexibility enabling higher-value purchases.

A Record Season Driven by Sustained Demand

Unlike prior years where spending was concentrated around a few promotional days, 2025 saw 25 days exceed $4 billion in online sales, up from 18 days the year before. This indicates more consistent consumer confidence throughout the season, not just deal-chasing during Cyber Week.

Cyber Week itself remained a major driver, generating $44.2 billion in online spend, with:

  • Cyber Monday reaching $14.25B
  • Black Friday growing faster YoY at +9.1%
  • Thanksgiving Day surpassing $6.4B online

Consumers didn’t wait – they acted earlier, responding to competitive promotions spread across the calendar.

Mobile Is No Longer a Channel – It’s the Default

Mobile shopping crossed a critical threshold in 2025. For the first time, 56.4% of all online transactions occurred on smartphones, confirming that mobile is now the primary ecommerce environment for consumers.

The shift was even more pronounced on peak days:

  • Christmas Day: 66.5% of sales via mobile
  • Thanksgiving Day: 61.6% mobile share

This has major implications for retailers. Optimizing for mobile can no longer stop at responsive design. Speed, checkout simplicity, payment options, and post-purchase flows must all be designed with mobile-first intent.

Generative AI Enters the Shopping Funnel

One of the most notable shifts this season was the role of generative AI as a shopping assistant.

Traffic to retail sites from AI-powered tools surged 693% year-over-year, with particularly strong usage during Cyber Monday. Consumers used AI to:

  • Research products
  • Compare prices
  • Discover deals
  • Narrow down options before purchase

While AI-driven traffic still represents a smaller share compared to traditional channels, the growth rate signals a fundamental change in discovery behavior. AI is moving upstream in the funnel – influencing consideration well before consumers land on a product detail page.

Retailers that think of AI only as an internal tool risk missing its growing influence on customer decision-making.

Discounts Didn’t Cannibalize Value. They Encouraged Trade-Up

Despite persistent concerns about margin pressure, Adobe’s data shows that strong discounts actually encouraged consumers to buy higher-priced items.

During the holiday season:

  • The share of units sold for the most expensive items rose 20% compared to the rest of the year
  • Within categories:
    • Electronics: +56%
    • Sporting goods: +55%
    • Appliances: +38%

Strategic promotions didn’t just drive volume – they shifted mix. When paired with the right messaging and timing, discounts enabled consumers to justify larger purchases rather than trade down.

Buy Now, Pay Later Reached a New Milestone

Payment flexibility played a major role in unlocking holiday spend. Buy Now, Pay Later (BNPL) reached $20 billion in online sales, up nearly 10% YoY.

Key insights:

  • 82% of BNPL transactions occurred on mobile
  • Cyber Monday alone crossed $1 billion in BNPL purchases
  • Consumers favored BNPL for electronics, apparel, toys, and furniture

BNPL is no longer a niche offering – it’s a mainstream conversion lever, especially for higher-ticket items on smaller screens.

Social and Affiliate Channels Gained Ground

Adobe’s data also highlights a continued shift in how consumers discover products:

  • Social media revenue share grew over 40% YoY
  • Affiliates and partners (including influencers) now account for more than 20% of ecommerce revenue share

While paid search and email remain reliable, social platforms increasingly act as the top of the funnel – where inspiration, validation, and intent begin.

What This Means for Ecommerce Teams in 2026

The 2025 holiday season makes one thing clear: growth is no longer driven by a single tactic. Winning retailers orchestrated multiple levers at once.

Key takeaways:

  • Mobile-first execution is mandatory, not optional
  • Generative AI is shaping discovery and consideration
  • Payment flexibility directly influences conversion and basket size
  • Discounts work best when aligned with pricing, inventory, and experience
  • Reducing friction matters more than chasing traffic spikes

As ecommerce heads into 2026, the advantage will belong to teams that connect strategy with execution – turning insight into seamless customer experiences at scale.