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December is one of the most emotional yet busiest months in the e-commerce world. The Christmas season is not just a sales opportunity for brands — it’s a time to build emotional connections with consumers, earn trust, and strengthen brand perception.
Data from 2024 shows that consumers increasingly preferred mobile channels for their Christmas shopping, relied heavily on gift guides, and responded more positively to timely campaigns that accelerated decision-making. At Marker Groupe, we analyzed these trends and compiled actionable strategies to prepare for 2025.
Overview of the Christmas 2024 Period
Online shopping volume reached record highs in December 2024:
- In the U.S., online sales during Christmas week alone exceeded $47 billion.
- Across Europe, online spending during the Christmas period increased by 12%.
- Mobile devices accounted for more than 50% of total sales.
Consumers are now shopping until the very last minute — fast delivery, visible stock availability, and personalized recommendations have become decisive factors in the success of the Christmas season.
Key Consumer Behavior Trends
1) Early Preparation, Late Purchases
Shoppers begin planning their Christmas purchases in early December but tend to make final buying decisions between December 20–24.
2) The Dominance of Mobile
Mobile devices play a crucial role, especially in last-minute purchases. Page speed, secure checkout, and guest user flow significantly improve conversion rates.
3) The Power of Gift Guides
Brands offering gift selection by recipient or budget filters help shorten the decision-making process and increase purchase intent.
4) Perception of Time and Shipping Deadlines
Messages such as “Last day for delivery before Christmas” or “Order today to receive by Christmas” drive the highest conversion spikes in the final shopping days.
5) Personalized Content and Email Campaigns
Christmas-themed personalized suggestions, emails addressing users by name, and gift ideas based on previous purchases noticeably enhance engagement and conversions.
Preparing for Christmas 2025 with 8 Strategies
1. Start Early and Build Awareness
Christmas shopping begins at the start of December, not in the middle. Early awareness campaigns strengthen your loyal customer base.
2. Perfect the Mobile Experience
During Christmas week, mobile traffic reaches its highest level. Page speed, seamless checkout, and minimal design are the keys to conversion.
3. Shorten the Decision Process with Gift Guides
Create guide pages that help users shop by price, category, or recipient. This structure enhances both SEO performance and conversion rates.
4. Create Urgency with Timed Campaigns
Use countdown timers, messages like “Order today, ships tomorrow,” and limited-stock alerts to accelerate consumer decisions.
5. Strengthen Infrastructure Reliability
Test your website’s speed and server capacity in advance for high-traffic periods. Uninterrupted access and secure payment flow are essential for Christmas sales.
6. Highlight Flexible Payment Options
Installments, “Buy Now, Pay Later” (BNPL) solutions, and alternative payment methods increase conversions, especially for high-value carts.
7. Plan for Post-Holiday Sales
Turn post-Christmas excess inventory into opportunities with “New Year discounts” or “thank-you campaigns” to sustain sales momentum.
8. Strengthen Brand Experience through Emotional Connection
Christmas is the perfect time for storytelling. Build your content strategy around emotional connection, not just sales.
The 2024 Christmas season once again demonstrated that consumer expectations in e-commerce revolve around speed, convenience, and emotional connection.
As we move into 2025, a user-centered experience, mobile-first strategy, and robust infrastructure investments will help brands stand out during the Christmas period.
To learn more about Marker Groupe’s development services, visit MarkerGroupe.com or reach out to us via hello@markergroupe.com.
