Shopify has published its global holiday shopping report for 2025, based on responses from 18,000 consumers and 7,500 businesses in nine countries. The findings paint a clear picture: consumers are ready to spend more money, but they expect more in return.
Higher spending, tighter budgets
Globally, consumers plan to spend $37 more in the BFCM season of 2025 than in 2024, up from an average of $155 to $192. Still, 51 percent are ready to set a clear budget cap, and 23 percent describe their budget as tighter than last year.
This means they are not making impulse purchases. They are looking for value, and they expect you to deliver it clearly.
AI takes over discovery
64 percent of consumers plan to use AI for holiday shopping in 2025. Among those aged 18 to 24, the percentage is as high as 84 percent. Nearly a third will use AI to find deals, and 20 percent will use it for product discovery.
For Shopify stores, this is already available through Sidekick and AI apps in the App Store.
Shopping happens across channels
43 percent of consumers say they are more likely to discover and purchase products in physical stores this year than last year. 44 percent say they are purchasing fewer products online but go to the store for larger purchases. Brands that offer a seamless experience across these channels are well positioned for the season.
Trust and loyalty are built through simple actions
Almost half of all consumers have abandoned a shopping cart in the past year due to a complicated checkout process. The three most important loyalty drivers are discounts (49 percent), free shipping and returns (41 percent), and loyalty programs (29 percent).
For Scandinavian online stores, this is a reminder that fundamental experience quality pays off more than advanced marketing.
