Holiday Shopping Trends 2025: Cyber Week Sets New Records for US Engagement and Digital Discovery

Cyber Week 2025 has wrapped, revealing the latest holiday shopping trends that are shaping the US retail landscape. This year, shoppers proved more engaged, digitally savvy, and value-driven. Despite a complex economic backdrop, both Rakuten Advertising’s network and the broader US e-commerce market saw surges in engagement, new shopping behaviors, and standout category growth.

Let’s break down the numbers and holiday shopping trends that defined this year’s Cyber Week and see how they stacked up against our pre-holiday predictions.

Record-Breaking Online Sales and Engagement

According to Adobe Analytics, consumers spent a staggering $48.5 billion online during Cyber Week 2025, a nearly 7% year-over-year increase. Cyber Monday alone set a new record with $14.25 billion in online sales, the biggest online shopping day in US history, while Black Friday followed closely with $11.8 billion. These figures underscore the enduring power of Cyber Week and highlight the evolving holiday shopping trends as consumer habits shift.

On the Rakuten Advertising network, shopper engagement soared. While overall order volumes were slightly down across the full two weeks leading up to and post-Cyber Week (November 24-December 5), clicks surged by 12.6% year-over-year, reflecting a more intentional, research-driven approach to holiday shopping. Net sales remained resilient, with only a moderate decrease compared to orders, showing that consumers are still spending, but with greater discernment and value-seeking, key characteristics of this year’s holiday shopping trends.

These findings align with consumer panel data, which shows that over the month of November, consumers across key shopping categories increased basket sizes by 2.7%.  Fears around higher prices for the holiday buying season did not materialize, as the average price paid per unit declined by -1.4%, delighting shoppers and driving record sales across key retail categories.

Category Standouts: Footwear, Beauty, and Consumer Goods Lead the Way

Several retail categories delivered impressive growth and engagement on the Rakuten Advertising network, reflecting the diversity of holiday shopping trends in 2025:

Footwear: The Shining Star 

Consumers didn’t just browse, they bought, driving a 15.2% year-over-year increase in orders and a remarkable 36.6% jump in net sales. The appetite for new shoes was evident across the entire week, with Black Friday, Cyber Saturday, and Cyber Monday all delivering double-digit growth. Whether it was the latest sneakers, winter boots, or gift-worthy styles, shoppers were eager to step up their holiday wardrobes and take advantage of compelling deals.

Beauty & Personal Care: Engagement Soars

Beauty and personal care captured the spotlight, reflecting a continued desire for self-care and gifting. Engagement soared, with clicks increasing 26.5% year-over-year as shoppers explored new products and restocked on favorites.

Black Friday proved especially strong for this category, with net sales climbing 14%. The data shows that beauty brands that leaned into discovery, offering exclusive bundles, limited-time offers, and influencer-driven content, were rewarded with heightened interest and conversion.

Consumer Goods: A Breakout Year

Shoppers prioritized practical purchases and everyday essentials alongside their holiday splurges. Clicks in this category surged by nearly 38%, and net sales skyrocketed by 77.7%. The momentum was especially pronounced on Black Friday and Cyber Monday, when net sales more than doubled. This trend highlights how value-driven shopping and the search for useful, high-quality products shaped consumer behavior throughout Cyber Week.

Toys & Gifts: High Engagement, Smart Shopping

Toys and gifts rounded out the list of top performers, as families and friends sought out the perfect presents for everyone on their lists. The toys category saw nearly 50% more clicks and an 11.7% increase in net sales, while gift categories experienced dramatic spikes; net sales on Cyber Monday alone soared by almost 91%.

These results underscore the enduring importance of thoughtful gifting and the role of affiliate channels in helping shoppers discover unique, timely, and budget-friendly options.

Shoppers Spread Out Their Spending

One of the most notable holiday shopping trends of 2025 was the spread of consumer spending across the entire month of November, including Cyber Week. On the Rakuten Advertising network, engagement was strong not just on Black Friday and Cyber Monday, but also on Cyber Saturday (+18.7% clicks), Cyber Sunday (+17.8%), and Giving Tuesday (+19.6%).

This shift reflects a more strategic, value-driven approach, as shoppers took advantage of deals throughout the week rather than concentrating their purchases on just one or two days. Additionally, online consumer panel data shows that increases in gross sales over 2024 were twice as high in the beginning of November compared to the end, illustrating the extension of the holiday buying season yet again this year.

How Did Our Predictions Stack Up?

Before the season began, our 2025 Holiday Affiliate Intelligence Report forecasted that US shoppers would arrive with intent, be more price-aware, and seek value at every turn. We anticipated that discovery would splinter across creator content, community platforms, and major commerce sites, while classic gift guides and loyalty perks would remain influential.

This year’s results confirmed those predictions. Shoppers leveraged even more affiliate offers to maximize value. Brands that eliminated friction, led with value through discounts, loyalty perks, and fast fulfillment, were rewarded with higher engagement and conversion rates. The rise of “Made in USA” searches and the continued influence of creator-driven content also matched our forecast, highlighting the importance of authenticity and relevance in affiliate marketing and holiday shopping trends.

Looking Ahead: The Future of Holiday Shopping Trends

Cyber Week 2025 proved that, even in a changing market, US shoppers are resilient, digitally savvy, and ready to engage. The positive momentum in clicks and standout growth in categories such as footwear, beauty, and consumer goods underscores the continued strength of affiliate marketing and digital discovery.

As we look to 2026, brands and retailers who prioritize shopper engagement, optimize for high-intent moments, and deliver value-driven experiences will be best positioned to thrive in the ever-evolving world of e-commerce. Staying ahead of holiday shopping trends will be essential for success in the coming year.

To get ahead in 2026 and set your affiliate marketing program up for success, reach out today to speak to one of our experts!