“US eCommerce delivered strong performance during Holiday 2025, driven by early shopping and value conscious behavior. Consumers increasingly purchased before Thanksgiving and favored lower-priced items, yet overall spending continued to rise. This shift creates a challenging landscape for direct-to-consumer brands and category specialists, which are losing share to dominant platforms like Amazon and omnichannel retailers with advanced fulfillment capabilities. Extended promotional periods are now a permanent feature of holiday strategy. Brands and retailers must plan for earlier engagement, competitive pricing, and resource allocation toward platforms and models that capture the majority of online growth.”
Jack O’Leary
Director eComm insights, NielsenIQ
