Holiday marketing trends

The holiday shopping season is shaping up to be more competitive than ever. Holiday marketing trends are shifting – fueled by AI, changing shopper habits, and rapid online sales. For your brand to stand out, now’s the time to rethink your holiday marketing strategy.

In this guide, we break down how to plan campaigns that convert holiday browsing into online sales growth to maximize your end-of-year profits.

Why holiday marketing matters

Holiday retail sales in 2024 grew by 3.8% to 4.0%, beating early forecasts, while online sales rose 6.7% to 8.7% year-over-year. This seasonal surge happens despite economic uncertainty – proving how holiday spending remains lucrative for eCommerce and retail brands.

For many, it’s the most profitable quarter of the year. A clear holiday marketing strategy helps you capture that demand, stand out from competitors, and turn seasonal traffic into long-term growth.

Holiday eCommerce: What sellers need to know

Last year’s holiday season made one thing clear – online shopping now drives the majority of holiday purchases.

Shoppers turn to eCommerce not just for convenience, but for better deals and personalized experiences. Across categories, digital channels became the default path for product discovery, gift inspiration, and purchases.

For eCommerce sellers, especially those in print-on-demand (POD), this shift signals opportunity – but only for brands ready to respond to evolving consumer behavior.

Shifts in consumer behavior

1. Shoppers are starting earlier

Holiday shopping is starting sooner each year. 45% of consumers planned to start shopping before November, with rising activity in September and October. 

This extended season reduces saturation during Black Friday week and spreads demand over a longer period.

To reach early buyers, consider launching campaigns in September, publishing gift guides in Q3, and testing ad creatives well before November.

2. Buyers are more value-conscious

Shoppers are increasingly budget-conscious. Discount retailers saw sales increases in 2024, while other specialty sectors underperformed.

Buyers are also using AI and price comparison tools to find the best value. This makes it important for eCommerce brands to offer clear savings – through bundles, value-driven copy, or free shipping thresholds – without relying solely on discounts.

3. Personalization is expected

Consumers now expect personalized experiences across every touchpoint. In 2024, a rising number of online buyers started to use AI generative tools to find gift ideas, compare products, and unlock deals.

Brands that deliver tailored offers, dynamic product recommendations, and customized landing pages stand a much better chance at converting.

Having a presence on social commerce is also important. 74% of surveyed consumers said social media influences their purchases, and many prefer to do their shopping directly in social apps – especially Gen Z.

What this means for POD businesses

Print-on-demand sellers are well-positioned to benefit from today’s shifting holiday trends – especially when it comes to flexibility, speed, and personalization.

Launch fast to meet early shoppers

With more consumers starting in October or earlier, POD stores can respond quickly – no inventory required. Use our eCommerce holiday marketing calendar to time your product drops and promotions around the most profitable Q4 shopping dates.

Sell what people want (without the guesswork)

Not sure what to offer this year? Start with our holiday bestsellers list, featuring over 40 proven products that make great Christmas gifts – like mugs, sweatshirts, and personalized accessories.

Personalize everything

Modern shoppers want thoughtful, one-of-a-kind gifts. POD lets you offer custom names with personalization, niche designs, and unique collections that traditional retailers can’t. 

Pro tip: Learn how to build your strategy step by step in our guide on how to prepare for eCommerce holidays. 

9 Key holiday marketing trends for 2025

1. AI-powered shopping takes the lead

AI tools are now central to the holiday shopping experience. In 2024, AI and agent-powered tools influenced $229 billion in online holiday sales, while chatbot engagement rose 42% year-over-year.

Shoppers use AI to:

• Discover personalized gift ideas

• Compare prices across stores

• Ask product-specific questions

• Find real-time holiday deals
  
  

To stay visible in AI-powered shopping journeys, eCommerce and POD sellers should:

• Use structured product data: Help AI surface your listings by formatting titles, attributes, and categories accurately.
  
  

• Write keyword-rich descriptions: Match how shoppers search for holiday gifts using clear and relevant phrasing.
  
  

• Optimize web pages for speed: Fast-loading pages, clean visuals, and responsive design all boost discoverability.
  
  

AI’s role will expand in 2025 holiday campaigns, making it crucial for brands to align their marketing and product strategy with evolving technologies and shopper expectations.

2. Mobile shopping and “buy now, pay later” dominate

Mobile shopping remains the leading driver of digital sales during the holiday season. 56.1% of online holiday sales will come from mobile devices, up from 51.1% the year before.

At the same time, buy now, pay later (BNPL) services are projected to account for $20.2 billion in holiday purchases, reflecting growing demand for flexible payment options.

To meet shopper expectations:

• Design for mobile conversion: Create layouts and flows that guide users from product to purchase with ease on mobile devices.
  
  

• Offer flexible payment options: Integrate services like Klarna or Afterpay to help budget-conscious shoppers complete purchases.
  
  

• Streamline checkout: Support guest checkout, auto-fill, and digital wallets to reduce friction.
  
  

Shoppers expect speed, convenience, and flexibility when purchasing from their phones – especially during the holiday season.

3. Earlier holiday shopping is the new normal

The holiday shopping season now starts months before December. 45% of consumers plan to begin their holiday shopping before November, while other reports show a significant increase in purchases during September and October.

This shift reflects a larger trend – holiday shoppers are spreading out their purchases to hunt for early deals, manage budgets more carefully, and avoid stockout issues.

For eCommerce and POD sellers, this means marketing timelines must start earlier. To meet demand:

• Launch campaigns in Q3: Shift your holiday marketing plan forward by at least 4-6 weeks to align with early shoppers.
  
  

• Plan for post-holiday sales: Include strategies for gift card redemptions, exchanges, and late-season browsing.
  
  

• Monitor inventory and fulfillment: Ensure your store is prepared for extended sales activity across the full holiday season.
  
  

Brands that plan early win early.

4. Social commerce accelerates rapidly

Social platforms are playing a larger role in holiday shopping. In 2024, 34% of Gen Z shoppers made most purchases directly on social media, up from 21% the year before. Social media influencer content and product recommendations are driving purchase decisions.

TikTok Shop, Instagram, and Facebook are becoming full-service shopping channels, combining product discovery and checkout in one place.

To reach active holiday shoppers on social media:

• Use platform-native content: Short videos, gift ideas, and product demos help brands connect with social media users in-feed.
  
  

• Enable in-app checkout: Tag products and set up social storefronts (use our TikTok Shop integration) to reduce steps between interest and purchase.
  
  

• Update content regularly: Refresh visuals, captions, and offers throughout the holiday season to stay visible in crowded feeds.
  
  

Social commerce supports both product discovery and impulse buying – two critical behaviors during the holiday shopping season.

5. Personalized experiences will be critical

Holiday shoppers are making more intentional choices, and generic offers don’t perform. 

87% of consumers said rich product content helped them decide what to buy, while personalized experiences saw higher engagement – especially among Gen Z.

Overall, shoppers faced frustrations in three key places: high prices (38%), slow shipping (21%), and limited stock (20%), making personalized offers key for combating these issues.

To improve conversion and product discovery:

• Offer tailored recommendations: Suggest products based on browsing history, bestsellers, or recipient type (e.g., gifts for dog lovers, gamers, or parents).
  
  

• Use dynamic landing pages: Create segmented gift guides or collections that cater to different shopper intents and budgets.
  
  

• Enhance product content: Add comparison charts, user-generated photos, and FAQs to help shoppers make decisions.
  
  

6. Sustainable and conscious consumer trends are on the rise

Shoppers are prioritizing sustainability during the holiday shopping season. More customers are choosing brands that offer eco-conscious packaging, recycled materials, and values-driven messaging over steep discounts.

This shift is also shaping marketing campaigns. Initiatives like Green Friday and “gift with purpose” promotions reflect growing interest in ethical gifting and conscious consumption.

To align your brand with these values:

• Highlight sustainable practices: Promote eco-friendly products, print-on-demand fulfillment, or made-to-order processes that reduce waste.
  
  

• Use intentional messaging: Swap urgency-based language (“last chance,” “final sale”) for mission-driven copy that resonates with mindful shoppers.
  
  

• Offer meaningful gift options: Curate gift collections that support causes, local artists, or customizable items with low environmental impact.
  
  

In the current economic climate, budget-conscious buyers still want to spend – but they want to feel good about it. Conscious brands are earning both loyalty and holiday sales.

7. Loyalty over discounts

Instead of racing to the bottom with heavy markdowns, brands are now using loyalty-driven holiday strategies to increase engagement and retention. VIP deals, early access, and member-only offers consistently outperform flat discounts.

This shift is supported by smarter segmentation. Brands that deliver tailored promotions to their most valuable holiday shoppers are more likely to retain audiences in the long run.

To strengthen loyalty during the holiday season:

• Reward your best customers: Offer early access to limited-edition holiday gifts or exclusive bundles.
  
  

• Create personalized holiday offers: Use purchase history or product interest to deliver more relevant campaigns.
  
  

• Promote long-term benefits: Emphasize perks like free shipping, gift credits, or points toward future purchases.
  
  

Holiday shoppers are looking for more than just deals – they’re looking for value, trust, and a reason to stick with a brand beyond the season.

8. Precise messaging over volume

Holiday campaigns are shifting from quantity to quality. 66% of consumers prefer fewer but more meaningful brand messages, especially during high-volume seasons.

This means traditional email blasts are losing impact. Leading brands now rely on AI-powered orchestration, using behavior signals to trigger the right message at the right time – whether it’s a price drop, restock alert, or personalized reminder.

To improve your campaign success:

• Use unified customer data: Pull data across channels to create smarter, more relevant holiday marketing.
  
  

• Focus on high-intent triggers: Target customers based on browsing behavior, cart activity, or repeat purchase signals.
  
  

• Test and refine ad copy: Shorten messages, personalize the offer, and match your tone to audience segments.
  
  

Holiday shoppers respond better to thoughtful timing and relevance. Brands that deliver fewer, but smarter messages will stand out in inboxes – and drive better results.

9. Fulfillment speed and flexibility are key

Fast, reliable delivery is expected during the holiday season. More shoppers demand same-day or next-day delivery, especially for last-minute gifts in the final days before Christmas.

To meet demand, brands are investing in local fulfillment, ship-from-store capabilities, and real-time inventory management – all aimed at reducing delays and building trust with holiday shoppers. 

For print-on-demand businesses, the advantage lies in selecting regional or local fulfillment centers – no need for inventory management. 

To improve your fulfillment performance:

• Set clear shipping expectations: Publish holiday cutoffs and estimated delivery dates clearly on your store.
  
  

• Offer flexible options: Provide multiple shipping methods, local pickup, or free shipping thresholds to match different needs.
  
  

• Streamline backend operations: Sync inventory across channels and reduce bottlenecks to avoid missed deliveries.
  
  

Shoppers are more likely to purchase – and return – when they trust that their gift will arrive on time. In peak season, fulfillment is a huge loyalty driver – and an even bigger deal breaker.

Quick tip: Using Printful? See our holiday order deadlines page and share the information with your customers. 

What to avoid in your holiday marketing campaigns

Even the best holiday marketing campaigns can underperform when you overlook the basics. Avoid these common mistakes to keep sales strong throughout the holiday shopping season.

Starting promotions too late

Nearly half of holiday shoppers begin browsing before November, which means late launches miss a major share of consumer spending.

Plan campaigns early, publish gift guides in advance, and promote early deals to stay visible when shoppers are searching for holiday offers and ways to save money.

Ignoring mobile optimization

Most retail sales now begin on mobile – even if the final purchase happens elsewhere. Slow pages, hard‑to‑navigate menus, or broken buttons push shoppers away.

Prioritize mobile commerce with fast load times, clean layouts, and smooth checkout flows. Strong mobile UX supports every part of your holiday marketing plan.

Overlooking cutoff dates

Holiday shoppers expect accurate delivery timelines. Missing cutoff dates for production or shipping leads to customer frustration, cancellations, and a loss of brand trust.

Publish clear deadlines on your store, update them if conditions change, and include reminders in your holiday ads and emails to keep expectations aligned.

Not personalizing designs

Shoppers look for meaningful gift-giving options, and personalized deals or custom designs help your store stand out. Skip the generic templates.

Offer variations by interest, recipient, or style. Personalization boosts engagement, supports better campaigns, and improves product discovery by your target audience.

Failing to test creatives early

Running untested ads or product creatives late in the 2025 holiday rush is risky. Test visuals, messaging, and personalized ad experiences early to see what resonates.

Early testing reduces wasted budget and helps you optimize for key trends and shopper segments across the season.

Monetize holiday marketing trends with Printful

Looking to turn holiday trends into real sales? Printful helps you act fast – with no upfront costs, no inventory, and no seasonal stress.

Here’s how to get started:

1. Pick holiday-ready products from the Printful Catalog, such as apparel, accessories, and home goods perfect for gifting.
   
   

2. Apply custom designs using the free Design Maker to add text, graphics, or personalization.
   
   

3. Connect your store using Printful’s integrations with Shopify, Etsy, or WooCommerce.
   
   

4. Start selling to holiday shoppers while Printful handles fulfillment and shipping.
   
   

Use this season to showcase brand-new products with Printful. Let us handle logistics while you connect with your target audience through personalized ad experiences.

We’ll help you stay agile, automated, and ready to grow – just in time for the busiest eCommerce season of the year. 

Conclusion

The 2025 holiday season is already shaping up to be one of the most competitive yet – but also full of opportunity.

The key takeaway for eCommerce brands? Success comes from early planning, deal and discount-focused dynamic pricing, personalized campaigns, and agile fulfillment.

Refresh your ad creatives, expand your reach, and sell products that are relevant and convenient. Focus on meaningful branding that resonates with today’s shoppers to drive sales long after the season ends.