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EMARKETER

Holiday shoppers are going online first

Article by EMARKETER Editors  |  Dec 2, 2025
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Holiday shoppers are going online first
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Topics
Retail Ecommerce Sales
In-Store Shoppers & Buyers
Holiday & Seasonal Shopping
United States
Channels/Locations Where US Holiday Shoppers Plan to Make Holiday Season Purchases, Oct 2025 (% of respondents)
E-Mail ChartDownload

Key stat: More than half of US holiday shoppers (55%) plan to make purchases online, according to an October 2025 survey from the National Retail Federation.

Beyond the chart:

  • Middle-income shoppers are feeling the pressure. Nearly half (49%) of US holiday shoppers who earn between $80,000 and $100,000 are concerned that gifts will be more expensive this year, according to July 2025 data from Bankrate.
  • Meanwhile, Black Friday is gaining momentum. 55% of US consumers planned to shop on Black Friday, up from 51% the previous year, according to an October 2025 report from Bain.

Use this chart: Show this to your team to benchmark where actual holiday traffic is coming from versus where shoppers planned to shop. Use it to explain why online channels are seeing the highest volume and to make the case for shifting last-minute budget toward digital.

Related EMARKETER reports:

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