The Gift of Insight: Consumer Data to Guide Your 2025 Holiday Campaigns

The holiday season is quickly unwrapping, and shoppers aren’t waiting for the string lights to go up before getting started. 

After a year of cautious but steady spending in 2024, the 2025 season is shaping up to be just as competitive with earlier shopping and AI-powered discovery redefining how purchases make it under the tree.

To understand what’s really driving the season, we surveyed more than 1,000 U.S. consumers about their holiday shopping plans. Their responses reveal key insights advertisers should know to keep their brands on the nice list this year. 

According to our survey, the countdown to the holidays is starting earlier in 2025. More than 4 in 5 consumers say they’ll start shopping between September and Cyber Week, with a growing share checking off their shopping lists before Halloween. Advertisers who begin their campaigns early stay top-of-mind throughout the entire season, winning consumer intent while competitors are still waiting for the turkey to hit the table.

And while holiday spirit may be high, so too is financial caution. Most consumers expect to spend between $101-500, with over half saying inflation will impact how far their dollars go. As a result, shoppers are placing greater emphasis on deals, discounts, and flexible payment options like Buy Now, Pay Later. 

AI is also taking center stage in how consumers holiday shop, especially for high-ticket categories like electronics. More than half (57%) say they plan to use AI for holiday shopping this season, a signal that discovery and decision-making are shifting fast. Respondents point to AI’s value in helping them uncover new products, compare prices, and track down the best deals, making it a trusted companion throughout their shopping journey.

With consumers shopping more deliberately, the margin for error is thin. Shoppers want relevance, trust, and value—and nothing sours holiday shopping faster than irrelevant ads or shaky privacy practices. Native search ads ensure brands show up in the right moments with relevant and novel ads, across trusted environments like browser homepages, BNPL apps, and AI-powered tools. 

And that’s only scratching the surface of what’s driving consumer behavior this holiday season. Our 2025 Holiday Insights Guide digs deeper into campaign timing, spending, and discovery trends so your brand can shine brighter than your competition this holiday season.

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