Holiday Shopping in 2025: What Consumers Do Before, During and After the Festive Season

Picture your flagship store in late November. Holiday lights glimmer. Special‑edition products line the front end. Shoppers arrive with lists, intentions and expectations.

Now imagine the same store on January 3rd: the displays are gone, promo signage is down, and shelf space is reset for the next cycle.

Between those two snapshots lies a complex journey of consumer behaviour, one that brands and retailers must not only understand, but actively anticipate and shape.

At RDM, we break this journey into three phases (Before, During, and After) and highlight how you can turn each into strategic advantage in Romania’s evolving market.

Before the Holidays: Planning, Browsing & Budgeting

Early Intent, Late Action

Consumers today enter the holiday season cautious, yet hopeful. According to a report by Salsify, about 53% of shoppers plan to spend about the same as last year, while 22% plan to spend more and 18% plan to spend less in the 2025 holiday season.

This means: many consumers enter the season with cautious optimism, they expect value, not just deals.

Another study from McKinsey & Company found that U.S. consumers are increasingly starting holiday shopping earlier, driven by inflation and price‑sensitivity: “People are planning to spend roughly the same but shift their spending toward needed goods.” says McKinsey Senior Partner Emily Reasor.

In Romania specifically, a survey from tbi Bank found that nearly half of respondents said they do not plan major purchases beyond one or two holidays, and two‑thirds will buy only if big discounts are available.

These figures matter: They show that many shoppers are in a wait‑and‑see mode. They may browse now, but often purchase later, unless they’re convinced early on.

Browsing Goes Mobile & Omnichannel

Global research indicates that mobile devices are now dominant in the holiday browsing phase. For example, Adobe forecasts that mobile revenue share will hit 56.1% in the 2025 online holiday season.

Also, according to Zeta Global, only 30% of shoppers prefer purely online channels this season. But that doesn’t mean ecommerce is slowing down. What it does mean is that consumers are now blending channels, and expecting brands to do the same.

The Romanian Context

According to PwC Romania’s “Voice of the Consumer” report, Around 58% of consumers are still concerned about inflation, while fears around macroeconomic volatility are rising in CEE. 48% of Romanian consumers use coupons/ promotions, indicating high sensitivity to value ahead of major purchase occasions.

What this means for you: Use the “Before” period to:

• Secure prime shelf space and ensure stock readiness earlier

• Communicate value clearly (promotions, bundles) to appeal to cautious shoppers

• Align online messaging with what the shopper will see in‑store to avoid disconnect

During the Holidays: The Peak Buying Window

Shorter Seasons, Compressed Windows

Holiday periods are getting tighter. Zeta Global notes that in 2025 retailers will have fewer days between major holiday events since Christmas falls on a Thursday, giving retailers one fewer day than 2024 and six fewer than 2023 to hit revenue goals, meaning conversion windows are compressed.

Price‑Sensitive, Promotions‑Focused

With consumers keenly aware of budgets, Microsoft research shows that 85% of U.S. shoppers plan to participate in major sales events globally. This trend has being seen worldwide. In the U.K., 76% of consumers plan to participate in sales (up from 68%), and in Australia, it’s risen from 71% to 81%.

Though these are global numbers, local action matters: in Romania, media reports highlight that seasonality and religious holidays drive spikes in certain category sales (e.g., confectionery, household goods).

Bucharest dominates the national ranking with 10.49% of total sales, followed by Timișoara (7.23%) and Cluj-Napoca (4.58%), but the South region consolidates its position as national leader, contributing 24.16% of total sales, thanks to developed urban centers and traditional buying habits.

Channel Mix and Last‑Minute Action

Research by Retail Dive indicates that in 2025 the influence of price and promotions is paramount, as tariffs, tax changes and economic uncertainty continue to affect spending.

Moreover, the in‑store experience still matters: despite growth in online, many shoppers combine online research with in‑store purchase.

Execution Matters More Than Ever

During the buying window, the difference between success and missed opportunity often becomes visible at store level: signage, stock, price tags, accessibility. Any mismatch creates friction. This is where a strong retail execution engine earns its keep.

What buyers are doing:

• Comparing discounted vs regular pricing across stores

• Prioritising value over novelty

• Starting early but still acting late (last‑minute gifts, promotions)

• Using mobility to switch channels quickly

What brands/retailers must do:

• Ensure strong shelf and promotional execution early

• Use data to identify pockets of demand and activation gaps

• Align online and offline messaging

• Monitor not just sales, but basket size, product mix shift, return traffic

After the Holidays: Touchpoint, Loyalty and Reset

Post‑Purchase Behavior and Loyalty

While the high‑volume buying window may close, the after‑holiday phase offers opportunity for loyalty, review, returns and next‑season planning.

Returns & Fulfilment Pressure

Global data suggests that returns are rising: in the U.S., a 28% increase in return rates was noted during the holiday season.

For Romania and regional markets, this means: fulfilment, trust and clarity post‑purchase matter nearly as much as the sale itself.

Lessons for Next Season

Brands and retailers should use the post‑window to:

• Analyse what performed, where and why

• Segregate customers by behaviours (early buyer vs last‑minute)

• Re‑assess promotions, pricing and merch strategy for next season

• Use customer feedback and sentiment to refine experiences

Implications for Brands & Retailers in Romania

Move from “campaign mode” to “journey mode”

Holiday shopping is no longer about one big burst. It’s a journey: build intent → deliver experience → follow-up for loyalty. Successful brands plan and monitor each phase.

Connect national strategy to local reality

In Romania, regional differences matter: as one report showed, Bucharest accounted for 10.49% of national sales in 2025, followed by Timişoara at 7.23% and Cluj‑Napoca at 4.58%

This means national plans must adapt to local sensitivities.

Price and value are front‑of‑shop drivers

Given the tax changes (VAT increases, inflation), Romanian shoppers are armed with calculators, comparisons and distrust of ambiguous promos. The trust‑leaking gap between shelf price, promo message and checkout final price can cost more than margin, it can cost reputation.

Execution is your strongest lever

Shelf tags, promotion signage, store staff readiness, product availability, all must align. Otherwise even the best plan fails. Data and monitoring tools are critical.

Omnichannel is reality, not option

Consumers move between online browse and in‑store purchase fluidly. Brands must ensure consistency of message, pricing and availability across channels. One faulty price in one store or one un‑shipped online order impacts perception.

Post‑holiday matters as much as holiday

Coverage doesn’t end December 25th. Returns, feedback, loyalty programmes, next‑season prep, all shape the baseline for next year’s success.

Actionable Tips for Holiday Readiness (From Intent to Loyalty)

1. Segment your holiday shopping window. Early intent (Sept/Oct) → Pre‑holiday (Nov) → Peak (Nov‑Dec) → Last‑minute (weeks before) → After‑holiday (Jan)

   
   

2. Map your customer segments. Value‑seeking ‑ Experience‑driven ‑ Traditional vs digital first Use surveys, loyalty data or partner research.

   
   

3. Set KPIs for each stage. Intent measurement (clicks, wishlist additions) ‑ Conversion (basket size, product mix) ‑ Execution accuracy (shelf price match, promo visibility) ‑ After‑purchase follow‑through (returns rate, repeat purchase)

   
   

4. Use dynamic pricing and localisation. In markets with high tax and cost variability (like Romania) localised pricing, bundling and promo adaptation can win.

   
   

5. Ensure flawless execution. Use field audits or mystery shoppers to verify price, signage, availability, staff readiness.

   
   

6. Blend channels seamlessly. Offer click & collect, cross‑channel promo redemption, mobile‑first browsing.Statistics show more than half of online holiday spend will be mobile in major markets.

   
   

7. Monitor after the window. Track returns, customer feedback, repurchase behaviour, and sentiment to build next‑season strategy.

   
   

Holiday Success is Less About Flash, More About Flow

The holiday season is frequently described as a “golden quarter“. But in 2025 the margin for error is thinner, competition fiercer, and consumers more discerning than ever.

For brands and retailers in Romania, the opportunity is still there, but winning requires more than discounts. It demands insight, execution, and empathy.

When you understand what your consumers are doing before, during and after the holidays, you don’t just chase transactions, you build trust, loyalty and a stronger position for the year to come.

At RDM, we help you see the flow, not just the spike. Let’s build your holiday journey from intent to loyalty with data you can act on.