EMARKETER Holiday retail forecast: Where to focus your marketing budgets in 2025

A woman with long dark hair and red lipstick poses confidently in a gray blazer against a blurred brick background. She has a slight smile and her arms are crossed.

Sky Canaves

Principal Analyst, EMARKETER

A smiling woman with blonde, wavy hair wearing hoop earrings and a black blazer. She has a neutral background.

Meredith Mitchell

Industry Marketing Lead, Retail & eCommerce, Braze

Holiday sales growth is slowing—and for the first time in EMARKETER’s tracking history, it’s expected to fall short of full-year retail growth.

With the added pressure of potential tariffs and wavering consumer confidence, this year’s holiday season will look different—and demand sharper planning.

Watch this on-demand EMARKETER Meet the Analyst webinar, where Principal Analyst Sky Canaves shares the annual 2025 holiday shopping forecast, what to expect this season, and how to prepare. She’ll walk through where ecommerce demand is holding steady, which channels are still worth your investment, and how to plan around this year’s promotional windows.

Tune in to see what’s worth focusing on this season—and what’s not.

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EMARKETER Holiday retail forecast: Where to focus your marketing budgets in 2025

Sky Canaves

Meredith Mitchell

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