In our latest webinar, Jason “Retail Geek” Goldberg recapped Cyber 5 Weekend sales data and the trends shaping this Holiday season. He also shared a look at what’s coming in 2025. Retail leaders joined him to share their experiences, lessons from this year and tips for what’s next. Attendees learned simple and clear ideas to help them prepare for 2025.
What we learned:
- The truth behind 2024’s holiday spending
- Challenges in the holiday season
- Key trends that are shaping the holiday season
- How Tailored Brands performed this holiday season
- Hanky Panky’s strategic holiday collaboration with Pantone
- Session AI’s Holiday Season Insights
Speakers:
- Jason Goldberg, Chief Commerce Strategy Officer, Publicis
- Joe Milano, SVP, Digital, Tapestry
- Sabrina Cherubini, SVP Brand & Digital, Hanky Panky
- Carolyn Pollock, CMO, Tailored Brands
- John Reagh, Chief Revenue Officer, Session AI
- Moderated by: Scott Silverman, Co-Founder, CommerceNext
Watch the replay here or read the recap below.
The Truth Behind 2024’s Holiday Spending
When discussing holiday spending in 2024, it’s important to remember a few things. The media and many retailers are quick to announce that this Thanksgiving weekend was the best ever, with all-time high records being set. For example, $10.8 billion was spent online and $41 billion over the entire weekend. While those numbers might sound impressive, it’s crucial to remember that setting records every year is normal. The population is growing and prices are higher than ever, which naturally leads to bigger spending numbers each year. So, hitting a record doesn’t necessarily mean anything remarkable.
Instead of focusing on these records as a benchmark, it’s better to track your own business’s growth based on past performance and what you expect for the next year. It’s also not always helpful to ask consumers what they did or plan to do for the holidays, as they might not have the most accurate view of their own spending. The key takeaway is to avoid being swayed by the flashy numbers and instead focus on your specific goals and growth metrics when evaluating the holiday season.
Challenges In The Holiday Season
Retailers are facing several challenges this holiday season, as foot traffic in stores has slowed. Tools like Sensormatic and RetailNext, which track how many people enter stores, reported fewer shoppers than last year. Additionally, Placer AI, which uses GPS data from customers’ phones to track movement, saw a small increase in foot traffic, but it wasn’t enough to meet typical growth expectations. While sales did see small increases—less than 1% for Mastercard and 1.4% for Earnest on Black Friday—retailers are feeling the pressure as December quickly approaches. With overall goals at risk, December must deliver stronger sales to make up for the slower start to the holiday season.
Key Trends That Are Shaping The Holiday Season
This holiday season, several trends are shaping consumer behavior and retail strategies. AI adoption is on the rise, helping brands personalize shopping experiences, although its direct impact on sales is still emerging. Social media platforms, particularly TikTok, are becoming key drivers of product discovery, with consumers increasingly turning to them for inspiration instead of traditional in-store shopping. Additionally, Chinese brands like Shein and TikTok Shops are expanding rapidly, challenging Western retailers.
Consumers are also shifting toward virtual goods, reflecting a broader move towards digital shopping experiences. Retailers are diversifying their discount strategies, with some offering deep markdowns while others maintain regular pricing. BNPL options continue influencing purchasing decisions, making it easier for consumers to commit to higher-priced items. These trends highlight the evolving nature of holiday shopping and point to a more digital, flexible and social commerce-driven season.
How Tailored Brands Performed This Holiday Season
This holiday season, Tailored Brands is seeing trends in line with the broader market, with key successes tied to big promotions like their Cyber Monday doorbusters, which drove significant customer engagement. The company also increased its focus on sportswear and accessories as gift categories, leading to more gifting occasions. While holiday sales are traditionally smaller than wedding season, these adjustments are boosting growth in these areas.
Tailored Brands has noticed that customers are more price-sensitive this year, seeking out bigger discounts. Overall, while the holiday season has been steady rather than explosive, the company’s strategic shifts have helped drive positive results
Hanky Panky’s Strategic Holiday Collaboration with Pantone
This holiday season, Hanky Panky is proudly showcasing its partnership with Pantone, a prime example of the brand’s creative collaborations that resonate with today’s customers. Staying true to its colorful and joyful heritage, Hanky Panky embraces the trend of nostalgia by revisiting 25 years of iconic colors. This focus on creativity, along with a strategy to generate excitement around full-price items before Cyber Week, has led to strong results. The Pantone collaboration is just one way Hanky Panky is making the holiday season extra special for its customers.
Session AI’s Holiday Season Insights
Session AI has noticed some interesting changes this holiday season, including a 20% YoY increase in website visits across their clients, especially in ecommerce. However, revenue hasn’t grown at the same rate, only rising by about 10%. One of the key trends they’ve spotted is the use of more targeted strategies to drive traffic. For example, mobile traffic has grown significantly, now making up nearly 80% of all visits. By focusing on specific traffic sources like mobile and social media, businesses can better personalize their offers, leading to better results.
For more tips like these, sign up for the 2025 CommerceNext Growth Show, taking place in NYC on June 24-26, 2025.
