July 21, 2025
Holiday Shoppers Are Spending Big in 2025, And They’re Rewriting the Rules
Tariffs, inflation, and global uncertainty aren’t stopping consumers from embracing the 2025 holiday season. According to the Salsify Consumer Holiday Shopping Report, 75% of shoppers plan to spend the same or more on gifts this year, a clear sign that holiday cheer is recession-proof. The spending is being driven largely by younger generations, with millennials and Gen Z leading the charge. But it’s not just about how much people are spending, but how they’re shopping that’s changing the game.
“Shoppers aren’t letting inflation, tariffs, or global turmoil steal their holiday spirit,” said Dom Scarlett, Research Director at Salsify. “Black Friday is thriving, but not in-store. Gift discovery is shifting from social to search, video, and even AI. And more than ever, consumers are choosing brands that reflect who they are, not just what they want.”
Black Friday Is the New Cyber Monday
Move over, Cyber Monday. This year, Black Friday has taken the digital crown, with 73% of consumers planning to shop the big day, compared to 61% on Cyber Monday. But don’t expect long lines at the mall. Only 11% of shoppers plan to shop exclusively in-store. Instead, the majority will switch between online and in-person deals, with mobile-first shopping becoming the new norm, especially among millennials and Gen X. Retailers are placing greater emphasis on mobile apps, digital-only flash sales, and seamless omnichannel experiences.
AI Is Your New Holiday Shopping Assistant
Forget influencer lists and print catalogues, AI is becoming the go-to gift guide for 2025. Half of all consumers say AI-powered tools like chatbots or personalised suggestions would enhance their holiday shopping. In fact, AI is now more influential than blogs, podcasts, and traditional ads, especially for younger buyers. As many as 63% of millennials and 56% of Gen Z say AI helps them shop more easily and efficiently. Gen Z is also more likely to use voice assistants or chatbots for holiday purchases, showing that AI isn’t just a gimmick — it’s now part of the shopping experience.
Social Media’s Grip on Gift Discovery Is Slipping
While platforms like TikTok and Instagram dominated gift inspiration in recent years, social media’s influence is fading. Only 28% of shoppers say they’ll use social platforms to discover gifts this season, down from 35% in 2024. Instead, consumers are turning to search engines (58%), online marketplaces (48%), and retailer websites (43%) to find that perfect present. Even TV and streaming ads are making a comeback, especially with Gen X and millennials. In contrast, blogs, print ads, and podcasts have fallen to the bottom of the list of influential media.
Holiday Spending Reflects Shoppers’ Values
Today’s consumers are increasingly prioritising their values over the best deal. The report finds that 61% of shoppers are willing to pay more for gifts from brands that align with their values. This sentiment is especially strong among Gen Z (75%), but it spans all age groups; even half of baby boomers say they’d choose mission-driven brands over markdowns.
