Holiday shopping 2025 isn’t waiting until Black Friday. Amazon, Walmart, and Target are all using October to kick off the season with headline-grabbing sales. For shoppers, that means earlier deals and more reasons to start filling carts. For brands, it means the pressure to be ready starts now.
The Big October Deal Days
- Amazon is hosting Prime Big Deals Day on October 7–8, with promotions across categories designed to spark early holiday buying.
- Walmart launches Deals Delivered from October 7–12, offering markdowns without requiring membership.
- Target is rolling out its biggest Target Circle Week yet October 6–12, layering seasonal merchandise and exclusive perks for members.
These events are less about clearing shelves and more about pulling demand forward. They set the tone for how the rest of the season will play out.
What Experts Predict for Holiday Shopping 2025
With new tariffs, volatile consumer confidence, and economic uncertainty, there are a lot of questions surrounding the 2025 holiday season. Overall, analysts expect a holiday marked by slower growth, earlier demand, and more selective spending.
- A Longer Season
Retailers are spreading out promotions, and shoppers are responding. Bain expects U.S. retail sales to grow only about 4% this holiday — below historical norms — stretched across a longer period rather than concentrated on Cyber 5. - Shoppers Hunting for Value
Consumers remain price-sensitive, but they’re also wary of blanket discounts. Online holiday sales are projected to rise just 2.1%, with many buyers comparing prices across multiple retailers before committing. - Delivery and Pickup as Differentiators
Factors like fast shipping, same-day delivery, and buy online/pickup in store continue to shape where shoppers spend. eMarketer estimates mobile commerce will make up more than half of holiday online sales, underscoring the need for fast, frictionless experiences. - Competition Without Complacency
With Amazon, Walmart, and Target setting an early pace, other retailers and brands can’t afford to assume shoppers will wait until Black Friday. The fight for attention and loyalty has already begun.
What This Means for Brands: Site Readiness Is Non-Negotiable
Even if you’re not running your own October promotion, your site will feel the impact. Shoppers will be comparison shopping, testing prices, and stress-testing your checkout flow. A page that takes too long to load or a cart that fails under pressure is all it takes to lose the sale.
The lesson: pressure-test your site now. Make sure it can handle spikes, keep the mobile experience smooth, and deliver a frictionless path from browse to buy.
This year’s holiday season is starting now. Retailers are already battling for wallets, and shoppers are making decisions. The brands that get their digital house in order today will be the ones that capture early demand and carry momentum into November and beyond.
Want to make sure your site is ready for the holiday shopping season? Download the 2025 Holiday Readiness Guide today.
