The holiday shopping season 2025 is predicted to slow down a bit compared to 2024, as consumers spend more cautiously.
While omnichannel strategies and AI-powered personalization continue to shape the broader commerce landscape, this article zooms in on how Video Commerce can help you navigate three key consumer behavior shifts, and turn them into opportunities to win.
This article is based on Video Commerce and Content Marketing expert, Cecilia Demant’s, keynote from our Holiday 2025 webinar, which you can watch here.
Trend #1: Cautious spending leads to value-first shopping
Consumers are tightening their wallets this season. Overall holiday spending is projected to decline compared to 2024, as shoppers become increasingly budget-conscious, prioritize essentials over gifts, and seek better discounts.
This means:
- Shoppers may buy for fewer people
- Gifts will likely be less expensive
- Every purchase must feel “right” - there’s less room for error
How to win with Video Commerce
Video Commerce is the perfect tool to combat caution and empower consumers to make the right purchases for their loved ones. Here are our recommended strategies:
- Lead with value messaging. Use video to clearly communicate the why behind your pricing, quality, and offer.
- Offer price transparency. Assure shoppers they won’t find a better deal next week. Consider including price-matching information in your video content.
- Host promotion-centered shows. Align each campaign or promotion with its own themed Live Shopping show to keep your messaging fresh and time-sensitive.
- Create tiered gift guides. Feature “Gifts under $25,” “Gifts under $50,” etc. to help shoppers navigate options and identify hyper-relevant content.
- Spotlight budget-friendly assortments. In non-promotional periods, feature owned brands or budget options to keep value front and center.
Trend #2: Earlier buying and a compressed shopping window
With more consumers tracking deals ahead of time, the traditional holiday shopping window is shifting. Shoppers are buying earlier - and faster - often completing most of their purchases before or on Cyber Monday.
How to win with Video Commerce
It’s all about planning, repurposing and tailoring your content.
- Plan big for Black Friday and Cyber Monday. Treat them as something special with high-energy, high-visibility live shopping events.
- Start early. Launch your first holiday content in October to capture early planners and wishlist builders.
- Curate with intent. Use Live- and Shoppable Video to help customers explore new collections, build wishlists, and make confident choices ahead of the rush.
Trend #3: Content-driven discovery
The rise of short-form content and Social Commerce continues to transform how people discover and evaluate products. Customers increasingly rely on creators, reviews, and authentic storytelling to make decisions, especially when those voices align with their personal values like sustainability and trust.
How to win with Video Commerce
Find the right content mix to sprinkle across channels to capture your audience wherever they are, whenever they visit.
- Integrate UGC and EGC across your site. Turn authentic creator- and employee-led videos into shoppable moments.
- Partner with relevant creators. Build collaborations based on shared values, target group overlaps and the core messaging you want to amplify.
- Prioritize social proof. Highlight reviews, testimonials, and real-life use cases within your video content.
- Adopt a social-inspired format. Use video carousels, playlists, and dynamic layouts to make your site feel as engaging as a social feed.
Q4 offers a great opportunity for brands to take their content strategy to new levels, and really discover the power of video, intentional product curation and a well thought out content calendar cohesively unfolding across customer touch points for the ultimate inspiration-meets-trust shopping experience.
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