Holiday shoppers are opting for convenience over chaos, planning earlier, comparing smarter and maximizing their budgets with loyalty rewards, sales events and a little help from smart tech, according to Mastercard’s first-ever Shopper Snapshot, a survey of more than 4,000 consumers in the U.S., Canada, U.K. and UAE by the Harris Poll.

Here are four trends shaping the 2025 holiday season.

What’s more important than product quality or discounts? Six out of 10 consumers value for money is their top purchase driver this holiday season, with 82% prioritizing low cost and high impact when it comes to gift-giving.

They’re also optimizing their calendar. More than a quarter of shoppers now begin their holiday hunt as much as three months early, with 12% shopping more than six months in advance. Nearly eight in ten are waiting for major sale days to check off their lists. Millennials are leading the charge, with nearly three-quarters saying they do most of their shopping during big seasonal sales.

And while shoppers are watching their wallets, they’re also watching the details: 86% compare prices across retailers, 84% read reviews, and nearly half prefer to pay with credit cards that earn rewards they can use later. Plus, 79% say they’ll cash in loyalty points and rewards to help complete purchases.

The bottom line: Holiday dollars are going further than ever. 

The data shows that 90% of consumers shop in stores during the holidays, with Gen Z leading the window-shopping trend — 81% say they get inspiration from in-store displays.

At the same time, they’re browsing e-commerce sites (87% of Gen Z and 86% of millennials) and picking up secondhand gifts (82%) along the way. Nearly two-thirds of both generations (65% Gen Z and 62% of millennials) plan to increase or maintain their purchasing of secondhand gifts this year.

The bottom line: Young shoppers aren’t choosing between online and offline or new and vintage. They’re choosing all of it, turning holiday shopping into a connected, omnichannel adventure.

Consumers are turning to technology to help them through the holidays. Younger consumers see AI as a stress- and time-saving tool that helps them shop smarter and find more thoughtful gifts.

More than four in 10 consumers already use AI tools to help them shop, including 61% of Gen Z and 57% of millennials. Many (50% of Gen Z and 49% of millennials) say they’d even let AI handle all their gift-buying if it meant avoiding stress.

Younger shoppers trust AI’s taste, with 51% of Gen Z and 55% of millennials relying on it to deliver unique and thoughtful recommendations (sometimes even more than they trust themselves). The most popular uses include getting personalized product recommendations, confirming the best deal before purchasing, and summarizing thousands of reviews instantly.

The bottom line: Shoppers are embracing AI as their new personal assistant – one that knows their budget, style, and patience level.

Despite all the planning and price-checking, the holidays are still about delight. And this year, shoppers are leaning into joy. Nearly half say they feel excited about holiday shopping, and more than a quarter say it makes them feel connected to others.

But that doesn’t mean they’re totally altruistic: Nearly six in 10 admit to buying gifts for themselves while shopping for others, and 61% admit to buying items just to reach free shipping minimums. Trending categories reflect that indulgent streak — from specialty foods (like Dubai chocolate) and beauty products to fashion accessories (Labubus, anyone?).

And for younger shoppers, social media is part of the magic. Over half of Gen Z and millennials say they trust social commerce more than they used to, and roughly half say they trust influencer recommendations more than those of their friends.

The bottom line: The spirit of giving is alive and well, but this year it comes with a side of self-care.

If the 2025 holiday shopper could be summed up in one word, it’s intentional. They’re planning earlier, spending wiser and using technology to make every dollar and every gift count.