Consumer Buying Behavior: How Have Spending Habits Changed in 2025?

The way shoppers move through the buying journey has shifted (again), and it’s not slowing down. Shopping isn’t just a thing people “do” anymore — it’s something that’s always happening. Whether they’re scrolling TikTok, watching YouTube, searching on Google, or walking through a store, shoppers are constantly engaging with brands.

The reality is that, in 2025, 21% of total global retail sales are expected to come from ecommerce, according to eMarketer. That’s a huge slice of the pie, and it shows just how important it is to meet your customers wherever they are.

If you want your brand to thrive, you need to create seamless, engaging shopping experiences across every channel, every moment, and every platform.

Why Brands Need To Stay Ahead of Shopper Spending Behaviors

Shopper spending behaviors are shaped by current economic conditions, tech advancements, and shifting cultural ecommerce trends. What worked for your brand last year — or even last quarter — may not work today.

Staying ahead of these changes isn’t just a nice-to-have. It’s essential if you want to stay in the game. When you understand where and how your customers prefer to spend, you can switch up your strategies to meet them on their terms.

And the stakes are high in 2025. More competition, more tech, and more online shopping means brands that don’t adapt to consumer wants and needs risk losing relevance — fast.

If you want to succeed, you have to keep your finger on the pulse of what shoppers want, how they shop, and where they’re willing to spend. 

8 Ways How Spending Habits Have Changed This Year

Spending habits have changed a lot this year due to economic pressures and evolving shopper expectations. Here’s what Salsify’s “2025 Consumer Research” report found.

1. Finances Impact Spending

It’s been a tough year for many shoppers, and their spending habits reflect that reality. A majority (66%) have cut back on non-essentials like dining out or splurging on luxury items.

Over half (52%) are opting for store-brand products or budget-friendly alternatives. Some are taking even bigger steps — 27% have picked up a side hustle to stay afloat, while 18% are tapping into savings or taking on debt just to cover their expenses.

2. Ambient Shopping Is on the Rise

Shopping isn’t just a deliberate act anymore. It’s a constant background activity.

When you scroll through Instagram or even stream Netflix, chances are you’re also shopping. This phenomenon, known as ambient shopping, is now mainstream. Nearly seven in 10 shoppers (69%) admit to making purchases while multitasking. Millennials (76%) and men (75%) are leading the charge, but the trend spans all age groups and demographics.    

3. Marketplaces Are the Go-To for Discovering New Products and Brands

Forget when physical retail stores were the top spot for discovering new products. Today, 57% of shoppers turn to online marketplaces like Amazon as their primary source for product discovery, a 10% increase from last year. 

While 54% of shoppers still rely on retail stores to find new items, that number has dipped slightly. Marketplaces are becoming the go-to for brand and product exploration.

4. Shoppers Turn To Influencers for Product Inspiration

Influencers are shaping buying decisions in a big way.

Over the past year, 39% of shoppers made purchases based on influencer recommendations, a notable jump from the 21% who did so the year before. These numbers from the 2024 Salsify report highlight how social media personalities are becoming powerful drivers of consumer behavior.

5. Shoppers Are Willing To Share Data in Exchange for Personalized Experiences

Shoppers are increasingly open to sharing their data if it means a more tailored experience.

According to the “Ecommerce Pulse Report: Q4 2024” from Salsify and Digital Shelf Institute (DSI), 37% of shoppers say personalized product recommendations encourage them to buy more often.

More than a third (34%) are willing to share zero-party data — like quiz results or survey answers — with brands and retailers because they see the value in receiving uniquely personalized shopping experiences in return.

6. Shoppers Make Quick Decisions

Shoppers today are all about speed. Most (68%) spend an hour or less researching products, with 9% wrapping up in just 10 minutes or less. About 21% take a little more time, spending up to four hours researching, while only 10% are in it for the long haul, taking several days — or even longer — to make their choice.

7.  Online Shopping Dominates for Price and Convenience

Why do shoppers choose online over in-store? For most, it’s convenience (71%) and better prices (64%).

But there’s more to the story.

Product content plays a major role in online buying decisions. Thirty-seven percent of shoppers cite better product content, while 35% point to easy comparisons and customer reviews. Personalized recommendations also make an impact, influencing 13% of shoppers.

8. Enhanced Product Content Seals the Deal

When making a final purchase, detailed product content is at the top. 
Shoppers rely on clear product titles and descriptions (77%) and high-quality images or videos (77%) to make decisions. But it doesn’t stop there. Enhanced content — like comparison charts, feature tours, and interactive videos — drives results, with 87% of shoppers finding it particularly helpful, according to Salsify and DSI research. 

How To Stay Ahead of Shopper Concerns

Just knowing what new shopping behaviors are at play isn’t enough. You need to meet customer demand in multiple ways to get ahead and stay ahead.

Here’s how you can make sure 2025 is successful.

Be Visible on Passive Discovery Channels

Your audience isn’t always actively shopping, but they are always discovering.

To meet them where they are, show up on the channels they use the most. That means creating and sharing engaging content in the form of Instagram Stories and Reels, running ads on YouTube, and exploring emerging platforms where your target shoppers hang out.

Start by analyzing where your audience spends their digital downtime. Then, create content that blends in with their experience on those platforms. For example, quick tutorials, behind-the-scenes videos, and entertaining short-form content are perfect for Instagram. On YouTube, try in-depth product demos or storytelling campaigns that highlight how your brand fits into their daily lives.

Build Complete Product Pages

Your product pages need to be ready to close the deal if you want to capture shoppers in buy mode.

A "complete" product page goes beyond the basics of a title and description and answers every question a shopper might have. Include high-quality images from multiple angles, videos showing the product in action, detailed descriptions, and FAQs addressing common concerns.

Don’t forget the extras. Enhanced content like comparison charts, feature highlights, and customer reviews builds trust and helps shoppers make confident decisions.

Prioritize Value

With budgets tighter than ever, shoppers are looking for brands that help them stretch their money further.

You can make their choice easier by offering real value through your promotions and products. Consider bundling items into little packs of value or offering discounts on bulk purchases.

Loyalty programs are another win-win. Rewarding repeat purchases with exclusive discounts or perks helps your customers save money and also builds long-term relationships with them.

Build Relationships With Relevant Influencers

Influencers are trusted voices in your shoppers’ lives, and they can help you build credibility and drive sales.

Start by identifying influencers who align with your brand values and audience. Look for authenticity over follower count. A smaller, engaged audience often delivers better results than a massive but disengaged one.

Once you’ve found the right influencers, collaborate on content that feels genuine. Let them showcase how they use your products in their everyday live, or ask them to create tutorials, unboxings, or reviews. 

Welcome to the ‘Always On’ Era of Shopping

Shopping today is everywhere, all the time.

For the always-online crowd, every scroll, swipe, or click can lead to a purchase, even if they don’t set out with shopping in mind. At the same time, shoppers are still hitting physical stores or digital shelves when they want to make intentional purchases.

For brands, this means endless opportunities to connect. Whether it’s a casual moment on social media or a more focused trip to a store, you have more chances than ever to catch someone’s attention, build trust, and turn interest into loyalty.

The brands that will thrive in 2025 are the ones that understand their unique strengths, actively broaden their reach, and stay completely focused on meeting the needs of their customers.