The Biggest Holiday Shopping Trends for 2025 and What They Mean for Social Media Marketing

The 2025 holiday season is being shaped by a wave of new social-first shopping behaviours. From TikTok’s viral gift hauls to Instagram’s curated product stories, consumers are turning to social platforms not just for inspiration but for purchase decisions.

Recent industry data shows that shoppers are demanding more authenticity, better experiences, and easier ways to buy directly from the content they see. Social commerce is no longer a trend, it is the main stage for holiday shopping.

Here are the key trends defining how consumers will shop this festive season and what brands need to do to meet them.

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1. Social Commerce Takes Centre Stage

Social platforms are now the shop window of the festive season. TikTok and Instagram are leading in shoppable posts, especially among Gen Z and Millennials, while older generations are quickly adopting them.

• TikTok dominates for impulse buys and trending products under £50.
• Instagram drives higher-value purchases through storytelling and strong visual identity.
• The gender balance across both platforms is now nearly even, widening campaign potential.

The most effective festive content entertains first and sells naturally, blending storytelling with smooth shopping paths and clear calls to action.

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2. Platform Preference by Age Group

Different generations have distinct shopping habits when it comes to festive spending.

• Gen Z (18–24) shop where trends start, mainly TikTok, Instagram, and YouTube. They value creators and fast, mobile checkouts.
• Millennials (25–34) mix brand-led deals with influencer recommendations across Instagram, TikTok, and Facebook.
• Gen X (35–54) rely heavily on Facebook and Amazon for discovery, while browsing social for deals.
• Boomers (55–64) stick to Facebook and email marketing, slowly exploring social shopping features.
• Seniors (65+) depend on Facebook groups and local online communities for gifting ideas.

To reach every age group, holiday campaigns need an omnichannel approach that connects mobile-first discovery with convenient checkout or in-store experiences.

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3. What Audiences Want to See on Social This Christmas

Shoppers are craving authenticity and creativity, not just discounts.

Top-performing festive content themes:

• Short-form video: TikTok, Reels, and Shorts dominate discovery.
• User-generated content: Real customer moments build credibility.
• Interactive campaigns: Polls, giveaways, and community challenges encourage participation.
• Early planning content: Holiday campaigns launching in September perform best.
• Purpose-driven storytelling: Consumers respond to brands that show ethics, sustainability, and care.

Personalisation will also play a major role. AI-powered recommendations and dynamic social ads are helping shoppers find products that feel genuinely tailored to them.

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4. Where the Holiday Sales Are Happening

TikTok, YouTube, and Instagram now drive the majority of social-led festive purchases. Social commerce accounts for more than 20 per cent of total holiday spending, almost double last year’s figure.

• TikTok leads in discovery and quick conversions through integrated shop features.
• YouTube converts through longer-form reviews and creator gift guides.
• Instagram blends visual storytelling with frictionless purchasing via Reels and Shops.
• Facebook remains a go-to for older shoppers and community marketplaces.

With more than half of holiday purchases now happening on mobile, every brand asset, from video to checkout, must be fully mobile-optimised.

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5. Turning Holiday Trends into Strategy

Holiday 2025’s winning brands will:

• Be discoverable through creators, search, and shareable short-form video.
• Be useful with authentic, story-led content that inspires rather than interrupts.
• Be shoppable with frictionless buying journeys that move seamlessly from post to purchase.

The biggest takeaway? Trust and authenticity are now the real performance metrics. Shoppers are rewarding honesty, creativity, and relevance - and they’re willing to spend more with brands that feel genuine, transparent, and easy to buy from.