Key Takeaways:Shoppers are starting earlier than ever, with 65% beginning before Thanksgiving and 22% as early as September.AI and social media are reshaping discovery and decision-making; 58% plan to use AI tools, while 39% find gift ideas on social platforms.Value still drives conversions, as 72% of shoppers prioritize price, and 70% say free shipping is their top purchase motivator.The holiday shopping season of 2025 is shaping up to be one of the most dynamic and disruptive in recent years. Tariffs, an unusually short calendar between Thanksgiving and Christmas, and the rapid adoption of artificial intelligence (AI) tools have shaped how Americans will approach gift buying. Tinuiti’s 2025 Holiday Shopping Trends Study, which surveyed 1,000 US consumers, highlights a decisive shift toward earlier shopping, heavier reliance on digital discovery, and a strong emphasis on price and convenience as consumers navigate an unpredictable economic landscape.While retailers are bracing for compressed shopping windows, consumers are signaling their intent to spread purchases out across the season, with more than six in ten planning to start before Thanksgiving. Younger generations are especially digital-forward, with Gen Z and millennials leaning heavily on social platforms, influencers, and AI assistants to guide their purchases. Yet across age groups, value remains the central driver. That is, shoppers are prepared to experiment with new tools and platforms, but price, shipping speed, and promotions will ultimately determine where they spend.For retailers, the message is resounding.