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2025 HOLIDAY SHOPPING TRENDS

Winter’s here — and so are the holiday retail trends.

Every season, we add trillions of retail datapoints to a list and check it twice. Learn more about the insights into this year’s consumer spending from Adobe’s Holiday Shopping report.

https://main--da-bacom--adobecom.aem.page/assets/videos/resources/holiday-shopping-report/media_1f63a6087caad20f612c110d8e356c82114b5a4e6.mp4#_autoplay1

The UK holiday shopping data is here.

The 2025 UK holiday shopping data highlights top-line spend, the days driving the highest sales, and the continued rise of mobile as the dominant shopping channel. Buy now, pay later is expected to see increased spend throughout the season, while AI-driven traffic to retail sites is set to accelerate rapidly. See below for more detailed insights shaping this holiday season.

Total season spend

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart1-total-season-spend.json

Mobile spend

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart2-mobile-spend.json

BNPL spend

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart3-bnpl-spend.json

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Top-line retail spend

The 2025 holiday season is poised to surpass the record levels set in 2024 as online holiday spending sees its third successive year of positive year-on-year growth. Adobe forecasts a record £26.9B will be spent online this holiday season (Nov 1–Dec 31, 2025) up 4.2% year-on-year.

Consumer spend during the holiday season

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/chart4-uk-holiday-season-online-spending.json

Table | Table Consumer spend during the holiday season

Spend on key days

Total pounds: 2024 v 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/chart5-uk-cyber-week-spending-forecast.json

Table | Table Forecasted spend on key days

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Revenue by day

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart6-revenue-by-day.json

Table | Table Forecasted category spend

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Discounts

See when the best prices show up for the top categories. Click the products below to filter your view.

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart8-discounts.json

Table | Table Forecasted category spend

Oct 1–Dec 1, 2025

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Additional discounts

See when the best prices show up for the top categories. Click the products below to filter your view.

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart9-additional-discounts.json

Table | Table Forecasted category spend

Oct 1–Dec 1, 2025

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Mobile spend

Mobile devices have cemented their dominance, and that is expected to continue into the holiday season. Adobe forecasts mobile revenue share to hit 56.7% this holiday season, and account for £15.3 bn in online spend.

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart10-mobile-revenue-share.json

Mobile spend during the holiday season

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/chart7-uk-holiday-mobile-spend-forecast.json

Table | Table Mobile spend during the holiday season

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Buy now, pay later

Buy now, pay later continues to be an important payment option for consumers this holiday season. Adobe forecasts £3.8B will be spent through the payment method this holiday season (Nov 1–Dec 31, 2025), up 5.4% year-on-year.

BNPL Cyber Monday spend

Dec 1st, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart12-bnpl-cm-spend.json

BNPL spend during the holiday season

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/chart9-uk-bnpl-holiday-spend.json

Table | Table BNPL spend during the holiday season

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AI-driven ecommerce traffic

AI is changing how consumers shop for holiday gifts. This holiday season, traffic from AI sources (LLMs) to retail sites is expected to rise 410% from the 2024 holidays.

AI Traffic

Nov 1–Dec 1, 2025

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart14-increase-ai.json

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/actuals-dec2/chart15-ai-growth-key-dates.json

Table | Table Forecasted AI visit share growth on key dates

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Toys, video games and consoles, and electronics are all expected to be key drivers of holiday spending. Below are the products and categories Adobe expects to fly off the shelves this holiday season.

https://main--da-bacom--adobecom.aem.page/uk/assets/charts/resources/holiday-shopping-report/2025/chart12-uk-hot-products.json

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