As we head into the final stretch of 2025, there is one sure thing e-commerce the upcoming U.S. holiday season is going to be one for the record books when it comes to e-commerce. Digital shoppers will spend a staggering $253.4 billion during the November 1 through December 31 period, up 5.3% over the prior year, according to Adobe’s latest stats.
For e-commerce players, this isn’t another window of opportunity, it’s a trial by fire in a marketplace speeding up faster than ever. The trends underlying the figures are clues to where consumer behavior is heading and how brands will have to position themselves to thrive.
Mobile Is Now the Center of the Shopping Experience
Only a few years ago, mobile commerce was on the rise. In 2020, mobile accounted for just 40% of online holiday spend. Flash forward to 2025, and that figure will hit 56.1%, or $142.7 billion in sales.
This change doesn’t come as a surprise. Consumers have grown more and more at ease browsing and purchasing right from their phones, whether through mobile-friendly sites, one-click shopping, or social commerce tie-ins.
For sellers, this means mobile-first design can no longer be an afterthought. If your product pages load slowly, images aren’t optimized, or checkout isn’t seamless, you’re leaving money on the table. Investing in mobile performance and user experience will directly translate into higher conversions this season.
Cyber Week Remains the Core of Holiday Spending
In spite of early deals and longer promotions, Cyber Week (Thanksgiving to Cyber Monday) remains on top. The five days alone will account for $43.7 billion, or 17.2% of holiday e-commerce transactions.
Even more remarkable, there will be more than 10 days during the season when consumers will make over $5 billion worth of purchases in one day. To retailers, it means preparation is key. Inventory planning, competitive pricing, and attractive offers must be perfected well ahead of the rush.
Though promotions remain paramount, creative value adds like unique packages or shipping upgrades for free can distinguish brands during these highly competitive times.
AI Is Quietly Transforming How People Shop
One of the most compelling trends this year is that of the speedy embracing of AI in the shopping experience. One out of three American shoppers now employs AI-driven tools to find products, compare product and price, locate bargains, or receive gift suggestions.
More compelling, however, is the forecasted 520% annual increase in AI-powered traffic to retail sites. What this represents is a move toward more intelligent, more personalized consumer experiences. Consumers are turning more and more to chatbots, virtual assistants, and recommendation engines to inform their choices, and they expect brands to follow suit.
For e-businesses, it is both a threat and an opportunity. Those who adopt AI for marketing automation, product suggestions, and predictive analytics will be at a serious advantage. Those who do not risk being left behind as consumers flood into sites that provide smarter, quicker, and more intuitive experiences.
Categories Poised for Strong Growth
Some product categories will shine brighter for the holidays. Toys, electronics, jewelry, and personal care products are poised for big demand spikes. These categories are generally stalwarts, but AI-driven recommendations and influencer posts are making them even more popular.
These retailers must concentrate on trend-based marketing with a focus on innovation, personalization, and gift-worthiness. The idea is to create an emotional bond with the consumer while prominently displaying value and price.
Final Thoughts
The holiday season has always been a defining moment for e-commerce, but 2025 feels different. The rise of mobile shopping and AI-driven discovery isn’t just changing how people buy. it’s changing how brands need to think.
