Consumers in the U.S. are expected to spend a record $253.4 billion online during the 2025 holiday season, according to Adobe’s annual shopping report, representing a 5.3% increase compared to the previous year. This growth will be driven by the increasing dominance of mobile shopping, flexible payment options, and the impact of generative artificial intelligence and social platforms on consumer behavior.
All shopping, little reflection
The so-called Cyber Week, which spans from Thanksgiving to Cyber Monday, will be a crucial period, projected to generate $43.7 billion, which is 17.2% of the total season. Additionally, it is anticipated that there will be ten days when online shopping will exceed $5 billion.
For the first time, mobile devices account for 56.1% of online spending, reaching $142.7 billion, marking an 8.5% increase compared to the previous year. This notable change since 2020, when mobile devices only accounted for 40% of online purchases, reflects a transformation in consumer preferences.
The “Buy Now, Pay Later” (BNPL) payment options are also gaining popularity, with projections indicating they will reach $20.2 billion this year, an 11% growth compared to the previous year. Interestingly, it is estimated that more than 80% of these transactions will be made from mobile devices.
The aggressive discount on products, especially in categories like electronics, clothing, and home goods, will boost high-end purchases. Sales of premium products are projected to increase in sectors such as sporting goods (+56%) and electronics (+52%), highlighting a trend of the “trade-up effect”.