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.
The UK holiday shopping data is here.
The 2025 UK holiday shopping data highlights top-line spend, the days that drove the highest sales, and the continued rise of mobile as the dominant shopping channel. Buy now, pay later saw increased spend throughout the season, while AI-driven traffic to retail sites accelerated rapidly. See below for more detailed insights that shaped this holiday season.
Total season spend
Mobile spend
Top-line retail spend
The 2025 holiday season surpassed the record levels set in 2024 as online holiday spending sees its third successive year of positive year-on-year growth. A record £26.9B will be spent online this holiday season (Nov 1–Dec 31, 2025) up 4.1% year-on-year.
Consumer spend during the holiday season
Discounts
Additional discounts
Mobile spend
Mobile devices have cemented their dominance, and that continued this holiday season. Mobile revenue share hit 61.5% this holiday season, accounting for £16.5 bn in online spend.
Mobile revenue share
Buy now, pay later
Buy now, pay later continued to be an important payment option for consumers this holiday season. £3.7B was spent through the payment method this holiday season (Nov 1–Dec 31, 2025), up 2.2% year-on-year.
BNPL Cyber Monday spend
AI-driven ecommerce traffic
AI is changing how consumers shop for holiday gifts. This holiday season, traffic from AI sources (LLMs) to retail sites rose 329% from the 2024 holidays.
Top trending products forecast
Toys, video games and consoles, and electronics were all key drivers of holiday spending. Below are the products and categories Adobe expects to fly off the shelves this holiday season.
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