Author: Retailist Team

Salsify’s 2025 Holiday Shopping Report reveals the rise of AI gift guides, the digital takeover of Black Friday, and a surprising shake-up in what people are buying and why

The rapid growth of retail media sharpens the need for shared efforts to define and shape its future. RMNs and advertisers who embrace independence, sophisticated measurement, diverse marketplaces, and genuine privacy will be best positioned to succeed.

One of the best ways to do so is through great onpage content. While creating off-page SEO is still a viable route that can yield successful outcomes, studies reveal that 70% of respondents believe direct brand and product content can make or break a sale.

Around three-quarters (72%) say they are planning to take some eco-friendly action to make their Christmas more green
Two in five are focused on reducing food waste over the Christmas period
Over a quarter (28%) of motorists say they have to use their car due to concerns over delays or cancellations to public transport

The United States retail sector faced an especially aggressive wave of cyber threats, with phishing attacks mimicking major holiday brands3 including Walmart, Target, and Best Buy increasing by more than 2000% during peak shopping periods.

TransUnion’s Q4 2024 Consumer Pulse study finds consumers still most interested in doing their holiday shopping between Thanksgiving and Cyber Monday

By planning early, crafting inviting in-store displays and empowering staff, retailers can be ready to meet the season’s demands.

Retailers are leveraging RFID-powered labels and minimalistic designs to enhance operations and customer experiences. These innovations help brands align with consumer values, fostering loyalty and driving profitability.

Undoubtedly, using Black Friday footfall to drive sales volumes is important for retailers. However, if brands want to thrive in the long term, they must not consider short-term sales as their primary and end goal.

“To create an effective checkout experience, it’s essential to eliminate friction, offer secure and convenient payment options, leverage context-driven personalization, and maintain strong branding,” writes Donal McGuinness, CEO of Prommt