The 2025 Holiday Insights Report - Part 2: The Shopping Evolution
Understand the generational shopping differences and category shifts that are reshaping holiday commerce strategies.
The evolution of holiday shopping behaviors reveals critical insights for brands developing effective consumer brand ecommerce strategy across different demographic segments. Our research shows that each generation has adopted distinct approaches to omnichannel digital commerce, requiring tailored retailer conversion optimization strategies to maximize performance.
Baby Boomers' unexpected embrace of digital shopping platforms demonstrates the importance of multi-retailer shoppability solutions and stock-aware buy buttons that accommodate varying comfort levels with technology. Meanwhile, younger generations leverage advanced features like add-to-cart automation and dynamic PDP routing, creating opportunities for brands to implement sophisticated "Where-to-Buy" integration across their customer journey.
The alcohol category's transformation represents the most significant shift toward shoppable grocery commerce we've tracked. This evolution affects how brands should approach Amazon advertising optimization, Walmart media campaigns, and Instacart checkout API integration. Companies utilizing cross-channel analytics and conversion reporting dashboards can better understand these category-specific behavioral changes.
Understanding these generational and category differences enables more effective retail media ROI strategies and ROAS optimization. Brands implementing retailer inventory sync and retailer click attribution can better serve each demographic's preferred shopping methods, from traditional PDP performance optimization to emerging social-first shopping behaviors that require embedded buy buttons and shoppable content marketing approaches.