Shopping season 2025 consumer survey: Insights that could rewrite your campaign plan

According to our survey, this holiday season, the winning formula is timing + channel + relevance.

Shoppers aren’t waiting until November to start spending, they’re already browsing, comparing, and building their holiday wishlists. In 2025, they’re calling the shots: deciding when they want to hear from brands, which channels deserve their attention, and ignoring anything that feels irrelevant or repetitive.

But while it’s one thing to understand what shoppers are looking for, it’s another for retailers to actively prepare their systems and technology to handle surging message volumes and deliver seamless, impactful experiences across messaging channels. That’s where Conversational CX Maturity becomes the difference between keeping up and standing out.

To uncover exactly what shoppers expect this season, and how retailers can actually provide them with it, we surveyed* consumers across eight key markets: the US, the UK, France, Spain, Brazil, India, Australia, and the Philippines. From when to start your campaigns to which channels drive the most engagement, here’s your data-backed blueprint for a record-breaking BFCM season.

Holiday shopping overview: Shopper trends in focus for 2025

In 2024, shoppers came out in record numbers both online and in stores, proving that the appetite for peak-season shopping is growing year on year. Cyber Monday once again claimed the title of the biggest online shopping day of the year, mobile dominated traffic and conversions, and payment methods like “Buy Now, Pay Later” soared. AI drove billions in sales worldwide, influencing recommendations and powering personalized shopping experiences.

With 2024 setting new records, we dug deeper into what’s next. Our 2025 survey uncovers the trends shaping how, where, and when shoppers want to engage this year. We asked them everything from when they think brands should start sharing deals to which channels they check first, how they feel about personalization, and whether they trust AI to help them shop. Here’s what they told us and what it means for your shopping season strategy.

Shopper behavior trends shaping 2025

Let’s break down each trend, look at what the data tells us, and see how you can turn these insights into a winning shopping season strategy.

Trend 1: Early engagement is non-negotiable

Globally, 47% of shoppers expect promotions to drop by late October or earlier, and 31% want them in early November, leaving very few who (3%) are willing to wait until Cyber Week. Some markets are even more impatient: in the Philippines, 42% of shoppers want promos to drop before October even begins, while 39% of US shoppers and 34% in Brazil favor early November starts.

For brands, this means the window to capture attention opens weeks ahead of Cyber Week. By the time most campaigns launch, many shoppers have already built their wishlists, chosen where to buy, and in some cases completed their purchases.

Trend 2: Messaging channels are catching up to Email

Email still leads the way globally as the preferred promotional channel (84%), but the gap is narrowing fast. 46% of shoppers engage with social media ads, while in-app notifications (28%), SMS (23%), and messaging apps like WhatsApp, Viber, and RCS are increasingly becoming a part of shoppers’ decision-making mix. Especially in mobile-first markets: WhatsApp ranks as a top 3 channel in Brazil (44%) and India (57%), while in the UK and US, Email still dominates but is most effective when paired with complementary channels.

This signals the end of one-channel campaigns. Shoppers expect brands to meet them on multiple touchpoints and deliver consistent, relevant messages across Email, social, messaging apps, and push notifications. The brands that combine these channels will stay top-of-mind throughout the entire purchase journey.

Trend 3: Personalization must be meaningful

76% (combined) of shoppers say they value personalization, but their tolerance for irrelevant targeting is shrinking. A growing share, 8% globally (and as high as 16% in Spain), now see it as invasive.

This means that personalization must go beyond a first name in an Email subject line. Consumers expect offers that reflect their preferences, purchase history, and timing. Over-targeting or irrelevant messages risk being ignored, or worse, damaging trust.

Trend 4: AI is becoming a trusted helper

AI has moved from novelty to necessity, with 66% of shoppers globally trusting it for simple tasks like order tracking or product recommendations, and 16% trusting its suggestions as much as human recommendations. Trust is highest in India (82% combined trust) and Brazil (70% combined trust), making these markets ripe for AI-driven engagement.

Shoppers are ready for helpful automation, chatbots that track orders, answer FAQs, and assist with product discovery, but consumers expect transparency and the option to speak to a human when needed. Retailers that balance automation with a human touch will deliver the frictionless, reliable experience shoppers are looking for.

With the big-picture trends covered, it’s time to explore how they play out across key markets because a strategy that works in Brazil won’t look the same in the US or the Philippines.

Regional highlights

Our 2025 survey highlights just how important it is for brands to tailor their approach by market.

United States

The US remains an email-first market, with 88% of respondents selecting it, making it the top promotional channel by far. Social ads (44%) are also a strong supporting channel, but shoppers expect brands to combine them into consistent, omnichannel campaigns. RCS, with 80% penetration, represents one of the biggest opportunities in the market, allowing retailers to deliver branded, interactive campaigns that go far beyond plain SMS and stand out during peak season.

Timing also matters. Nearly 39% of US shoppers want promotions to begin in early November, with another 33% expecting them by late October, meaning brands need to launch campaigns weeks ahead of Cyber Week to capture early planners, and apply the same strategy to Prime Day or Labor Day sales.

Personalization is where brands need to tread carefully. While 51% find it somewhat valuable, 8% say it feels invasive, the highest across all markets. Combined with the fact that only 10% plan to spend more (and 22% plan to spend less), brands need to focus on relevant, respectful messaging to avoid losing trust and opt-outs.

United Kingdom

In the UK, Email is the preferred channel (89%), with social ads (44%) and in-app notifications (28%) following closely behind. Shoppers want campaigns timed carefully, with 33% preferring early November launches and 28% just-before-Black-Friday deals, giving brands a narrow but critical window to capture attention.

Personalization is welcomed, with 53% calling it somewhat valuable and 27% finding it very valuable, but 7% see it as intrusive, suggesting that relevance and timing are essential. Best practices here apply equally well to Boxing Day and January sales, where precision targeting and value-led offers drive strong results.

France

France is a market where Email reigns supreme (84%), followed by social ads (44%) and in-app notifications (25%). But with 70% RCS penetration in the region, retailers have a major opportunity to enrich their messaging with interactive, branded experiences that stand out during the shopping rush.

French consumers are ready to plan their purchases weeks ahead of Cyber Week: 23% of shoppers want promotions in late October, 32% in early November, and 16% even before October begins. Personalization is generally welcomed, with 73% saying it’s valuable (combined), but 13% find it intrusive. Thus, relevance and thoughtful targeting are essential to avoid fatigue.

47% trust AI for simple tasks like order tracking, and 16% trust its recommendations as much as a human’s. However, 23% are still concerned about privacy. For retailers, this means combining early, value-driven email campaigns with RCS and social ads for an omnichannel approach that captures attention early.

Spain

Spanish shoppers may have the highest share of “last-minute planners” among our surveyed markets, 33% prefer promotions just before Black Friday, but early engagement still matters. 27% want promotions in early November, 23% in late October, and 14% even before October begins, leaving only 4% willing to wait for Cyber Week itself.

Email leads as the top promotional channel (85%), followed by social ads (45%), in-app notifications (27%), and WhatsApp (10%). Personalization is welcomed by most, with 50% saying it’s valuable if relevant and 20% saying it’s very valuable, but 16% feel it’s invasive, which is one of the highest rates among all markets. AI trust, however, is moderate: 48% trust AI for simple tasks like order tracking, 13% trust it as much as human recommendations, while another 13% don’t trust AI at all.

Brazil

In Brazil, email still leads as the top promotional channel (82%), followed by social ads (49%), but WhatsApp (44%) continues to play a uniquely powerful role in the shopping journey. With an 85% penetration rate, it’s the most widely used messaging app in the country, making it the go-to channel for conversational commerce, personalized deals, and real-time updates. Pairing Email’s reach with WhatsApp’s immediacy and RCS’s rich capabilities (70% penetration) creates a campaign mix that keeps shoppers engaged from discovery to purchase.

As already mentioned, timing is crucial and Brazil is no exception: 34% of shoppers want promotions to start in early November, and another 32% expect them in late October, so waiting for Cyber Week means leaving money on the table. With 38% planning to spend more and 70% trusting AI (combined), brands have an opportunity to run interactive WhatsApp campaigns and scale service with chatbots to handle the rise in pre-purchase questions.

India

India is combining mobile-first engagement with the highest spending intent globally. Email (73%) and social ads (70%) dominate as the leading promotional channels, but WhatsApp (57%) is close behind, and that’s no surprise. With 70% penetration, WhatsApp is the most widely used messaging app in India, making it a natural choice for both promotions and real-time customer updates. The strongest results will come from blending Email and social with real-time WhatsApp engagement to deliver timely, relevant offers.

Shoppers in India are eager to spend: 45% plan to spend more than last year, signaling a huge growth opportunity. AI adoption is strong, with 75% trusting AI for product recommendations, order tracking, and more.

For retailers, this means that combining early WhatsApp campaigns with AI-powered recommendations and automation can drive engagement and conversions not just for Black Friday but also for key seasonal sales like Diwali and Ramadan.

Australia

Australian shoppers lean heavily on Email (88%), followed by social ads (46%) and SMS (30%). But Apple Messages, with 55% penetration, is a major player, making it a strong candidate for richer, more conversational engagement as RCS adoption grows. Their timing preference skews slightly later than other markets: 30% want promotions just before Black Friday, with another 28% preferring early November launches.

Spending intent is mixed: 20% plan to spend more, while 18% plan to spend less, so brands need to focus on value-driven offers to convert hesitant buyers. Personalization is generally appreciated but not always impactful, with 47% calling it only somewhat valuable if it’s truly relevant. This means that for Australia, smart segmentation and clear incentives can make the difference between browsing and buying.

Philippines

Shoppers in the Philippines are some of the earliest planners in the world, with 42% expecting promotions before October even begins. This makes early campaign launches an absolute must. The channel mix is also distinct: Email (78%) and social ads (73%) are almost equally popular, with SMS (35%) and in-app notifications playing a bigger role than in most markets.

Spending intent is healthy, with 26% planning to spend more, and 62% trusting AI for simple shopping support. This makes the Philippines a prime candidate for campaigns that blend social ads and SMS reminders with AI-powered updates and order confirmations.

This market-by-market view shows that while the global trends hold true, earlier campaigns, omnichannel engagement, and relevant personalization, the winning strategy will look different in each country. Retailers who localize their timing, channel mix, and messaging will stand out.

Strategies for winning shopping season 2025

The data is clear: shoppers want earlier campaigns, omnichannel engagement, and seamless service during peak season. But delivering this at scale requires more than just good timing, it takes connected systems, smart automation, and the right orchestration layer. Here’s how:

Start campaigns early and keep the momentum

47% of shoppers globally expect deals before November even begins, and in the Philippines, 42% want promotions before October. Waiting until Cyber Week means being invisible when customers are already choosing where to spend.

How to win:

• Launch teaser campaigns in October with early-bird offers and VIP previews.
• Keep momentum with countdowns, flash drops, and reminder messages, but automate frequency based on engagement (so early buyers aren’t bombarded).
• Use Infobip Moments to trigger messages at the right time and segment early vs. late shoppers.

Consider doing the same as NIVEA. Launch an early engagement campaign focused on discovery, product quizzes, personalized recommendations, or curated bundles, to help shoppers build wishlists and plan their purchases before the price wars even begin.

Optimize your channel mix

Email might still be the global leader with 84% mentions across our survey, but it’s no longer enough on its own. Messaging channels are quickly catching up, and in many markets, they’re becoming the primary way shoppers expect to interact with brands.

How to win:

• Map your channel mix by country, using the top three messaging apps as your starting point.
• Respect channel opt-in rules and let customers choose where they want to engage.
• Use an orchestration platform like CXOP to orchestrate campaigns across email, SMS, WhatsApp, RCS, and Viber, ensuring a consistent experience no matter the touchpoint.
• Test regional variations: what works in Brazil (WhatsApp-first) won’t necessarily work in the US (RCS-first).

Personalize with purpose

Personalization is still valued by 76% of shoppers (very + somewhat valuable), but 8% globally, and up to 16% in Spain, now find it intrusive. Over-targeting risks opt-outs.

How to win:

Use AI responsibly

AI trust is growing: 48% of shoppers trust AI for simple tasks like order tracking, and 16% trust it as much as human recommendations. Trust is highest in India (82%) and Brazil (70%), signaling strong readiness for automation.

How to win:

• Deploy AI chatbots to handle FAQs, order tracking, product discovery, and returns. After the peak messaging surge ends, shoppers still expect quick answers and smooth service. Prepping for these post-purchase pain points is just as critical as pre-sale engagement, and AI can keep response times fast and consistent while preventing service bottlenecks.
• Offer clear escalation paths to live agents to maintain trust.
• Leverage a chatbot building platform like Infobip Answers and CXOP Agentic AI Agents to deliver smarter, contextual responses that resolve tasks end-to-end.

Focus on speed and reliability

Shoppers expect order confirmations within minutes. 90% say they’re essential during the holidays. During Cyber Monday’s peak hours, consumers spent $15.8M every minute, which means even small delays can cost millions in lost conversions.

How to win:

Orchestrate winning customer journeys this shopping season with Infobip

A winning shopping season strategy doesn’t start in November, and it doesn’t end after Cyber Week. To deliver the experiences today’s shoppers expect, retailers need a year-round orchestration layer that connects campaigns, data, and automation into one seamless engine. Infobip’s CXOP helps retailers accelerate CX maturity by bringing every channel, profile, and workflow into a single platform, so you can:

• Launch early omnichannel campaigns: Coordinate Email, SMS, WhatsApp, RCS, and push notifications from a single platform and adjust frequency based on real-time engagement.
• Personalize responsibly: Build unified profiles with People, use consent-based segmentation, and deliver contextually relevant messages that drive conversions without overstepping.
• Automate updates: Trigger order confirmations, shipping notifications, and back-in-stock alerts instantly across any channel.
• Scale service with AI chatbots: Use AI-powered chatbots to handle FAQs, order tracking, and after-hours support with smooth handoffs to live agents when human help is needed.

If you want to do the same, start by exploring the CX Maturity Report to see what leading retailers are doing to stay ahead during peak season. Then take the CX Maturity Assessment to benchmark your own readiness and uncover the exact steps to level up.