The data: US holiday spending rose last year, but consumers were picky about what they bought. Average order value (AOV), or the average amount spent per transaction, fell across many retail categories in December 2025 YoY, especially in apparel, electronics, health and beauty, and general retail, per Industry KPI data from Impact.com.

The findings point to lower-value transactions during the prime gift-giving season, when holiday demand would typically be expected to increase order values.

• AOV sank 28% in computers and electronics.
• Health and beauty also looked weak, with AOV down 10.9%.
• AOV also softened in retail and shopping (down 5.2%), apparel and accessories (down 4.1%), and arts and entertainment (off 5.7%).

The decline in AOV across these categories suggests that while consumers were still spending, they did so cautiously. Combined with recorded drops in conversion rates and ROAS in these same segments, the trends point to smaller baskets, retailer discounting, and price-sensitive behavior as US consumers contended with falling confidence, a softer labor market, and higher costs that weighed on purchasing power.

Even so, some segments were steady. Home and garden and mattress had AOV gains of 3.6% and 3.7%, respectively. Sports, outdoor, and fitness was the best-performing single category of all tracked, with AOV up 9.9% YoY. That growth indicates consumers chose to spend more in prioritized, higher-intent categories.

Implications for retailers and marketers: As retailers and advertisers reassess strategy in the face of softer consumer demand, these AOV trends help show where value is eroding and where it’s holding up.

With consumer sentiment weakening and climbing gas prices eating up more disposable income, retailers should plan more promotions and expect fewer discretionary purchases. Marketers, meanwhile, should prioritize audiences with high-intent purchasing behavior and messages that make buying something seem practical or worth it.

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