"Holiday 2025 won't be decided by a single tentpole or a coupon code. Shoppers are discovering differently and moving from inspiration to purchase with fewer detours-and higher expectations. Based on Rakuten Advertising's proprietary consumer and network data across key categories and retail moments, several shifts stand out. They point to strategies that prize clarity, credibility, and channel fit over a singularly promotion-focused plan and consumers are seeking value over all."
"Discovery is moving from keywords to context. Consumers want confidence and curation, turning to trusted publisher environments, creator content, and assistive AI that surfaces recommendations in the moments that matter. According to Similarweb guide traffic averaged 13.1K weekly clicks Oct-Jan, outpacing Uncommon Goods (12.4K) and Amazon (10.8K), while "gifts for men" ‑type queries draw 500K+ monthly clicks in peak season."
"Value looks different by audience and moment. For some, it's sharp pricing on essentials; for others, it's convenience, quality assurance, exclusivity, or confidence in origin. Blanket promotions can move units, but compress margin and teach the wrong behaviors. Based on Rakuten Advertising's proprietary consumer data, over half of consumers report struggling with necessities, and 42% are adjusting spending to afford gifts, while 47% say tariffs will impact their purchasing."
Holiday 2025 shopper behavior favors context-driven discovery over single promotions or coupon codes. Consumers move from inspiration to purchase with fewer detours and higher expectations, seeking clarity, credibility, and channel fit. Discovery shifts from keywords to context, with trusted publisher environments, creator content, and assistive AI surfacing timely recommendations; guide traffic and "gifts for men" queries show high engagement. Value differs by audience and moment, ranging from sharp pricing to convenience, quality assurance, exclusivity, or origin confidence. Casual browsing declines while decisive visits increase, making transparent availability, smart bundles, and strong assurances essential. Marketplaces draw large audiences and high conversions despite thinner margins.
Read at Marketing Dive
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