At A Glance
Holiday shopping in 2025 doesn’t follow one clear pattern, with shoppers blending early planning and last-minute purchases, digital discovery and in-store validation, and cautious spending. Marketers who embrace this complexity, by staying relevant, consistent, and connected across channels, will be best positioned to win this season.Holiday shopping in 2025 feels a lot like a complicated relationship. Shoppers want deals, but they also want trust. They start shopping early, but they’re still browsing well into December. They love the convenience of online shopping, but they still show up in-store before making the final call.
Our 2025 Holiday spending trends and insights report, created this year in collaboration with GroundTruth, explores these contradictions. Our findings show that this year’s holiday season isn’t about one big shift; it’s about managing the push and pull between what consumers say, what they do, and how marketers respond.
Here are three complicated truths you need to know.
Experian’s 2025 Holiday spending trends and insights report
Optimize your 2025 holiday shopping campaigns with our latest report with GroundTruth.
Download now1. The new rules of holiday timing
Almost half (45%) of consumers plan to start shopping before November, but 62% admit they’ll still be buying in December. And post-holiday shopping (think gift card redemptions and deal-hunting) remains a real factor.
Why it’s complicated
The holiday calendar isn’t what it used to be. There’s no single “big moment” anymore. Instead, shoppers are spreading purchases across months, peaking around the “Turkey 12” (the 12 days surrounding Thanksgiving) and again in the final December rush.
What to do about it
- Stretch your campaigns across the full season, not just Cyber Week.
- Refresh offers to stay relevant as shopper motivations change from deal-seeking to last-minute urgency.
- Watch for post-holiday momentum and extend your promotions into January.
How belVita nailed the timing
In celebration of National Coffee Day, belVita partnered with GroundTruth on a one-month campaign to boost product awareness and drive foot traffic to Target stores. By utilizing digital out-of-home (DOOH) and mobile ads powered by location, behavioral, and purchase-based targeting, the campaign achieved a 3.44% visitation rate, nearly $476k in products added to carts, and a low cost-per-visit of just $0.22.
2. Online leads, but in-store still seals the deal
Nearly 40% of shoppers say they’ll split their purchases between online and in-store and 80% of consumers still prefer the in-store experience. Only a small fraction plan to shop exclusively in one channel. That means while digital often starts the journey, the final decision often happens in a physical store.
Why it’s complicated
Shoppers love the convenience of browsing online, but they still want the reassurance of seeing, touching, or testing products before buying. In-store isn’t just about the transaction, it’s the validation step.
What to do about it
- Build omnichannel strategies that connect digital discovery with in-store follow-through.
- Use location and identity data to tie digital impressions to real-world actions, like foot traffic and purchases.
- Focus on consistency: shoppers expect the same value, tone, and trust whether they’re on a website, in an app, or standing in a store aisle.
How Duke Cannon used on-premise targeting to drive sales lift
Duke Cannon, a premium men’s grooming brand, partnered with GroundTruth to launch a successful multichannel campaign utilizing location-based and behavioral audience targeting across CTV and mobile screens to drive in-store visits and sales.
By targeting consumers with mobile ads while they were physically in-store, the company capitalized on high purchase intent, aiding in the 12% sales lift. This strategic approach resulted in over 43.9k provable in-store visits and a significant increase in sales.
3. Marketers double down, consumers hold back
This holiday season, expectations are split. 66% of marketers expect holiday spend to rise, but only 22% of consumers agree. While brands are leaning into bigger investments across CTV, retail media, and social, shoppers are staying cautious, weighing value and waiting for the right deal.
Why it’s complicated
That disconnect introduces risk. If marketers don’t align spend with real consumer behavior, budgets can get wasted in the rush to cover every channel. Shoppers haven’t stopped spending, but they’re spending differently. They’re trading down to discount and big-box retailers while cutting back in discretionary categories like apparel and restaurants.
What to do about it
- Prioritize efficiency by focusing on the right audiences, not just more impressions.
- Make consistency your advantage: reach people once and connect across platforms instead of chasing fragmented signals.
- Balance aggressive media investment with messaging that acknowledges consumer caution — shoppers want value and trust, not hype.
Measuring TV and streaming impact with iSpot
iSpot’s Audience Builder, powered by Experian’s Marketing Attributes, helps brands reach high-value audiences. During the holiday season, a luxury retailer could target $100K+ households with affluent lifestyle interests. With iSpot’s Unified Measurement platform, they can track performance across linear TV and streaming and shift spend in real time to maximize results.
The bottom line on 2025 holiday shopping trends
This year’s holiday shopping season is, well…complicated. Shoppers are cautious but still engaged. They’re early planners and last-minute browsers. They want the ease of digital, but the confidence of in-person.
For marketers, the opportunity lies in embracing that complexity, not trying to simplify it away. The brands that balance relevance, trust, and convenience across the full season and across every channel will be the ones that win.
Download our full 2025 Holiday spending trends and insights report to explore all five shifts shaping this season and see how you can turn complexity into opportunity.
About the author
Fred Cheung
Director, Partnership Sales, Audigent, a part of Experian
Fred Cheung has spent over a decade in the programmatic advertising space, with roles at Mindshare, Jounce Media, Twitter, and The Trade Desk. His deep experience in trading and product management helps in his current function on the Experian Marketing Services’ Sales team where he focuses on data growth and adoption across the industries’ leading buy-side platforms.
2025 holiday shopping trends FAQs
Because consumer behavior is full of contradictions. People will shop earlier but also later, browse online but purchase in-store, and want deals while demanding trust. Marketers need to navigate these push-and-pull dynamics.
Nearly half (45%) say they’ll start before November, but 62% admit they’ll still be buying in December, with momentum even continuing into January through gift card redemptions and deal-hunting.
Although many consumers begin online, the majority still make their final decisions in-store. In-person shopping acts as a validation step where customers can see, touch, or try products before buying.
Instead of focusing only on Black Friday or Cyber Week, marketers should stretch campaigns across the full season, refresh offers frequently, and continue promotions into January.
Not entirely. 66% of marketers expect spending to rise, but only 22% of consumers agree. Shoppers are cautious, prioritizing value and often trading down to discount or big-box retailers.
An omnichannel approach using identity and location data can bridge digital impressions with real-world actions like store visits and purchases, ensuring consistency across touchpoints.
Brands like belVita and Duke Cannon successfully tied digital campaigns to in-store results by utilizing precise audience targeting, location data, and well-timed promotions.
You can download Experian’s 2025 Holiday spending trends and insights report to explore all five shifts shaping this season.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping to lead their brands to new heights in ad tech. Today’s interview is with Jordan Feivelson, VP, Digital Audiences at Webbula. Jordan is a 22-year advertising industry veteran who has worked for media properties such as WebMD and Disney. Over the past ten years, he has transitioned to the data and programmatic space, including growing the data business for Kantar Shopcom and Adstra. What types of advertisers might benefit from utilizing Webbula audiences across various verticals? Can you provide examples of how different industries successfully leverage your data to achieve specific campaign goals? Most advertisers can leverage Webbula’s award-winning attributes for their activation initiatives. Webbula offers approximately 3,000 syndicated segments covering categories such as Demographics, Automotive, Political, Mortgage, B2B, Hobby/Interest/Lifestyle, and Interests & Brand Preferences (brand name targeting). Audience insights and marketing strategies What specific types of audience segments does Webbula provide? How can advertisers leverage these segments to craft more effective, personalized marketing strategies? Webbula has incredible depth and breadth within its verticals, giving marketers the tools to deliver targeted messaging effectively. Our Demographic, B2B, Mortgage, Automotive, and Interest and Brand Preferences segments each contain 500-1,000 segments, all built on deterministic, self-reported, and individually linked data. We ensure the best accuracy with multiple deterministic data points tied to the real world (ex., first name, last name, postal address, and email address). Some examples of our unique syndicated audience types: B2B: A view of the latest industry trends with detailed cuts of the professional world, such as companies with and not within the Fortune 500 companies and job positions that are directors and below. This also includes custom capabilities, including ABM (list of target companies in an activation campaign or by industry code (ex. NAICS, SIC). Interest and Brand Preferences: Consumers who have shown interest and affinity to hundreds of brands (ex., Nike), genres (ex., comedy, hip hop), sports teams, and more. Mortgage: A detailed view of homebuyers’ purchase range, loan type (ex. jumbo loan, standard loan), mortgage amount, interest rate, and more. With Webbula’s audience data, brands can create a comprehensive picture of their audiences down to the individual level and reach them accurately. Data quality, sourcing, and differentiation How is consumer data sourced and curated at Webbula? Are there data quality standards that Webbula establishes for consumer data, and how do you ensure your sources and methods meet these standards consistently? Webbula’s data is aggregated from over 110 trusted and authenticated sources, including publishers, data partners, social media, and more. The data collected comes directly from consumers who self-report information through surveys and other methods. We apply our hygiene filters to mitigate fraud and accurately score the data. Data Collection: The data collected comes directly from consumers who self-report information through surveys, questionnaires, transactions, and sign-ups. This ensures that brands display ads to audiences based on self-identified, cross-channel behaviors, not modeled assumptions. Hygiene Solutions: Webbula applies multi-method hygiene solutions to mitigate fraud and accurately score the data before onboarding, ensuring that all data meets the highest quality standards. Examples of Data Sources: Questionnaires: Self-reported data through surveys, offer submissions, and telemarketing. Transactions: Deterministic data from aftermarket parts, online purchases or services, and more. Sign-ups: Individually linked data from information entered through sweepstakes, infomercials, newsletters, and forms. What differentiates Webbula's data from other data providers in the market? Can you explain the unique value proposition that Webbula offers in terms of data depth and breadth? Due to our extensive experience in data cleansing, we provide the most accurate data within the programmatic ecosystem. TruthSet, the leading programmatic accuracy measurement company, has ranked Webbula as having the highest number of top attributes compared to other data providers with 150M+ HEMs. Additionally, Publicis Groupe and Neutronian further validate Webbula's data quality, underscoring its position as a leader in the industry. Webbula's data stands out in the market due to its unmatched accuracy and quality, achieved through years of expertise in data cleansing. Unlike other providers, Webbula’s foundation lies in its robust email hygiene process, ensuring that all data entering the programmatic ecosystem is thoroughly cleansed. Privacy, compliance, and future-proofing What measures does Webbula take to maintain data privacy and compliance? How do these efforts benefit advertisers in an evolving regulatory landscape and ensure ethical standards? Webbula was created over a decade ago with a future-proof, privacy-compliant foundation. We understand the industry’s rapid changes, including government and state legislation and cookie depreciation. Our goal has always been to build long-term partnerships and ensure we are prepared for industry changes. We rely on validated offline data sources, making us resilient to external influences. Success stories Can you share success stories where advertisers saw significant campaign improvements using Webbula’s data? What were the key factors that contributed to these successes? Our success is measured by client feedback and increased client spend. Webbula has helped several key advertisers achieve six-figure monthly thresholds by providing the most accurate data to meet campaign KPIs. Clients consistently return to use our data, validating our belief that “the proof is in the pudding.” Thanks for the interview. Any recommendations for our readers if they want to learn more? For those interested in learning more about Webbula, reach out for a personalized consultation. Contact us Latest posts