The key to winning in 2025 is being discoverable everywhere your customers are looking-not just on search engines, but in AI recommendations and social media feeds.

The holiday shopping season has become a marathon, not a sprint, and for small and medium businesses (SMBs), understanding its evolving landscape is key to unlocking unprecedented success.

Consumer Trends to Watch

• 62% of consumers start holiday shopping by October (up from 45% in 2023).
  
  
• "Sustainable gifting" and "experience-based purchases" are rising, with 38% of shoppers prioritizing gifting experiences (e.g., staycations, spa packages) over products.
  
  
• AI-driven discovery product recommendations (via search, social media, and voice assistants) influenced 38-42% of consumer purchases, making GEO (Generative Engine Optimization), SEO, and SMSO (Social Media Search Optimization) critical.
  
  
• 35% of Gen Z and Millennial shoppers discovered brands via social media search tabs (e.g., Instagram Explore, TikTok Shopping).
  
  
• 48% of consumers used voice assistants (Alexa, Google Assistant) for holiday research in 2024, with a 15% YoY increase.

What o . . .