Smarter Holiday Ecommerce Strategies for 2025

Holiday shopping in 2025 looks nothing like it did a few years ago. Consumers are smarter, savvier, and harder to impress. Acquisition costs keep climbing. And the surge of AI-generated campaigns means inboxes and feeds are noisier than ever.

For ecommerce brands, this holiday season is about more than just running a sale. It’s about building trust, standing out with creative strategy, and making sure every marketing dollar delivers measurable ROI.

At BK Media Group, we work with brands to develop smarter holiday ecommerce strategies that go beyond the basics. Let’s break down how your team can prepare for a new era of Black Friday marketing.

The State of Holiday 2025

To prepare for the season, it helps to step back and look at the forces shaping consumer behavior right now.

This year’s holiday season is shaped by four realities that ecommerce leaders can’t ignore:

• Consumers are deal-savvy. Years of exposure to Black Friday discounts have trained shoppers to wait, compare, and seek out the best offer. Shoppers research more and expect value beyond a shallow discount. According to Google’s 2024 holiday shopping insights, 43% of shoppers start researching weeks before they’re ready to purchase, underscoring the need to provide value early.
• Ad fatigue is real. With every brand pushing the same “limited-time” messages, audiences are tuning out. Creative that feels fresh and authentic is what gets noticed.
• AI is crowding the market. Automated copy and creative are flooding digital channels. The result? Campaigns that all sound the same. Human-led creativity now matters more than ever.
• Planning starts earlier. Shoppers are researching in October, building wish lists, and locking in their go-to brands long before Thanksgiving week. Salsify’s 2025 Holiday Pulse Report found that 58% of shoppers plan to finish the majority of their holiday shopping before Cyber Monday.

The bottom line: a shallow “blast a discount” approach won’t work. You need a Black Friday marketing plan that leverages funnel optimization, smart media buying, creative storytelling, and retention-focused messaging. And that begins with understanding how your customers think.

The Psychology of Holiday Shoppers in 2025

Why do people buy the way they do during the holidays? Knowing the answer helps marketers tailor campaigns that resonate.

• Caution over impulse. Google found that 74% of holiday shoppers research online before making a purchase decision. This means product content, reviews, and transparent shipping policies matter more than ever.
• Values matter. Salsify’s 2025 Holiday Pulse found that 61% of consumers consider sustainability or brand purpose when deciding between similar products. Clear values-based messaging helps brands stand out.
• Decision fatigue is real. With too many options, shoppers gravitate toward curated bundles and gift guides. ConvertFlow’s case study on Your Super showed that bundles like “Immunity” or “Calm” packages reduced friction and lifted average order value.
• AI as a tool — not a replacement. Salsify also found shoppers welcome AI-powered gift finders, but still want human, authentic brand messaging layered in.

Marketers can apply this by simplifying product navigation, promoting curated “best for” bundles, and combining AI-powered personalization with human-led storytelling. In other words: pair efficiency with authenticity.

Rethinking the Black Friday Funnel

Once you know what drives shoppers, the next step is mapping their journey. Black Friday is no longer a two-day sprint — it’s a full-quarter funnel.

• Full-funnel strategy matters. Deloitte forecasts U.S. holiday retail sales will grow 3–4% in 2025, but competition for that spend will be fierce. A structured funnel—awareness in September/October, conversion in late November, retention in Q1—helps brands maximize ROI.
• Warm up your audience. Use email and SMS to share gift guides and sneak peeks before discounts hit. Skincare brands that tease holiday sets in advance often report higher conversion rates and fewer returns.
• Segment smartly. Returning customers should get perks like early access; new customers need education about your brand story.

At BK Media Group, we help ecommerce brands build holiday email strategies that maximize both immediate conversions and long-term loyalty. A strong funnel sets the stage for creative that cuts through the noise.

Creative Differentiation: Breaking Through Ad Fatigue

Consumers will see hundreds of ads this holiday season — most of which look and sound the same. With inboxes stuffed and feeds overflowing, creativity becomes your sharpest edge.

• Leverage UGC. Nielsen has consistently found that 88% of consumers trust recommendations from people they know more than any other channel. Ads with UGC tap into that authenticity.
• Build gift guides and bundles. “Gifts by price” or “gifts for him/her” simplify shopping. ConvertFlow showed how curated bundles increased AOV and reduced choice fatigue.
• Tell stories. Highlight brand purpose, sustainability, or craftsmanship to connect emotionally.
• Create brand moments. Packaging, unboxing, and post-purchase experiences amplify retention and organic social sharing.

This is where BK Media Group excels — helping brands break through creative fatigue with messaging that sticks. And creativity matters even more when ad costs rise.

Paid Media Strategy Updates for Holiday 2025

Holiday ad costs will be steep. Jon Loomer’s 2024 CPM analysis shows CPMs spike 20–30% during Thanksgiving week. To win, brands must plan budgets strategically:

• Spend strategically. Allocate more budget in early November when CPMs are lower and consumers are already researching.
• Test early, scale later. Run creative and audience tests in September and October, then scale winners in November.
• Win without the biggest discount. Exclusivity, bundles, and loyalty perks help brands protect margins instead of racing to the bottom.
• Diversify platforms. TikTok’s What’s Next Report found that 70% of users said TikTok inspired unplanned holiday purchases. Pair Meta/Google with TikTok and YouTube for reach and storytelling.

Smart media buying works best when paired with seamless mobile experiences — because that’s where your customers are actually shopping.

Mobile Optimization: Where Shoppers Actually Buy

Mobile dominates holiday shopping. Salesforce found that 79% of all ecommerce traffic came from mobile devices and 63% of orders closed on mobile.

• Optimize UX. Google shows even a one-second delay in load time can reduce conversions by 20%.
• Simplify checkout. Express pay options reduce cart abandonment.
• Go mobile-first with creative. Short-form vertical video performs better on Meta, TikTok, and YouTube.
• Use SMS. With open rates above 90%, SMS is the best tool for timely nudges like cart reminders or VIP access.

Mobile is where shoppers are most active — but personalization is what makes them convert.

Data-Driven Personalization: Beyond “Hi, First Name”

Today’s consumers expect more than generic offers. They want experiences that feel built for them. McKinsey reports that 71% of consumers expect personalized interactions, and 76% feel frustrated when they don’t get them.

• Dynamic recommendations. Amazon’s algorithmic product recommendations drive an estimated 35% of their revenue.
• Behavioral triggers. Abandoned cart flows tailored to product value and user behavior recover lost revenue more effectively than generic reminders.
• Segmented offers. High-LTV customers respond to early access; price-sensitive audiences respond to bundled savings.
• Localized messaging. Shipping cutoff dates and fulfillment transparency can reduce hesitation and boost last-minute conversions.

Personalization drives revenue, but its real power is in nurturing relationships that last beyond the holidays.

Beyond the Sale: Turning Buyers into Long-Term Customers

The holiday season isn’t just about Q4 revenue — it’s about fueling growth into Q1 and beyond.

• Post-purchase flows. Add thank-yous, education, and cross-sells to your holiday retention campaigns.
• Surprise-and-delight. Reward holiday buyers with loyalty perks or previews.
• Increase Q1 AOV. Introduce subscriptions, higher-margin products, or new collections through follow-up campaigns.

Retention-focused strategies ensure your holiday acquisition spend continues paying off into 2026. Which brings us to the big picture.

Smarter Shoppers Require Smarter Strategy

Holiday 2025 isn’t about bigger discounts or louder emails. It’s about smarter holiday ecommerce strategies — building funnels that start early, creative that breaks through, mobile-first campaigns, personalization that resonates, and retention plans that extend the value of every new customer.

 

At BK Media Group, we partner with ecommerce brands to design campaigns that don’t just compete during Black Friday — they build sustainable growth well into 2026.

Ready to elevate your holiday marketing strategy? Contact BK Media Group today and let’s make Q4 your strongest quarter yet.