• by Ray Schultz , Columnist, July 14, 2025

Marketers gearing up for Holiday 2025 are facing the same hurdles they did last year.

Every dollar will be scrutinized, although 24% plan to spend $1,000+ on gifts, according to Inmar’s 2025 Holiday Commerce Forecast. 

The non-negotiable expenditures are:

• Gifts for family — 45%
• Gifts for children — 35%
• Holiday meals — 31% 
• Holiday traditions or experiences — 28%
• Gifts for friends — 25%
• Travel — 20%

Email teams should know that purchases will be influenced by these factors:

• Discounts, coupons or promotions — 55%
• Convenience — 43%
• Product reviews or ratings — 35%
• Loyalty rewards or member perks — 32%
• Easy return or exchange options — 29%

And get ready to engage shoppers in multiple channels.  

Of the consumers surveyed, 59% will purchase gifts and 65% will purchase groceries and essentials in stores. In addition, 50% will buy gifts and 41% groceries and essentials via mobile. 

Desktop buying will suffer in comparison — 31% will use their computer for gifts and 25% for groceries/essentials. And only 15% will shop for gifts and 2% for groceries on social media platforms. 

But keep in mind that these channels will not be used in isolation. 

The study shows that 40% will use their phone to look up prices or reviews in the store, and 38% will look at a product online, rather than buy in-store. In a reversal, 33% will look at a product in-store and buy online, while another 25% will buy online and pick up in the store.  

In addition, 37% will add an item to their list and buy it later on sale. 

It may seem premature to worry about the holiday when we are barely through Prime Days. But it's time to get on it.