The 2025 Holiday Insights Report - Part 1: The Discovery Revolution
Discover how AI became mainstream for gift discovery and what it means for your marketing strategy.
The holiday shopping landscape has fundamentally shifted, with consumer brand ecommerce strategy requiring new approaches to reach digitally-savvy shoppers. Our research reveals that traditional gift inspiration sources have been overtaken by digital channels, creating opportunities for brands to optimize their shoppable content marketing and omnichannel digital commerce efforts.
AI-powered discovery tools have become mainstream adoption drivers, particularly among unexpected demographics. This transformation affects how brands should approach retailer conversion optimization and cross-channel conversion tracking. Companies leveraging dynamic affiliate commerce and embedded buy buttons are seeing stronger performance as consumers increasingly rely on digital-first discovery methods.
The shift from personal recommendations to retailer websites as primary inspiration sources has significant implications for brands investing in retail media ROI and "Where-to-Buy" integration. Understanding these discovery patterns enables more effective shoppable video strategies and UGC-powered commerce initiatives that align with how consumers actually find and evaluate gift options.
Brands utilizing AI-driven content personalization and multi-retailer shoppability can capitalize on this discovery revolution by ensuring their products appear in the digital channels where consumers are actively seeking inspiration, ultimately driving better conversion reporting dashboards results and ROAS optimization.