Salesforce’s recently unveiled 2025 holiday shopping insights reveal an impressive landscape for small business owners, showcasing the critical role of artificial intelligence (AI) and digital agents in driving consumer spending. With global online sales reaching $1.29 trillion and $294 billion in the U.S., this year marked not just a higher volume of sales, but a transformation in how shoppers engaged with brands.
Shoppers demonstrated resilience against rising prices, resulting in a year-over-year (YOY) sales growth of 7% globally and 4% in the U.S. Notably, AI and digital agents were pivotal, contributing to $262 billion in revenue, accounting for 20% of all retail sales through personalized shopping experiences. As Marketers and entrepreneurs brace for future seasons, understanding these dynamics will be crucial.
The standout trend this season was the surge in third-party AI search channels such as ChatGPT and Perplexity. Their share of traffic doubled compared to the previous year, underscoring their effectiveness in directing high-intent shoppers to retail websites. In fact, consumers accessing sites through AI search channels converted at rates nine times higher than those coming from social media. This signals a potential paradigm shift in how small businesses might approach their online marketing strategies, emphasizing the importance of leveraging AI tools for greater visibility and customer engagement.
Retailers deploying branded AI agents saw a notable growth advantage. Companies like Pandora, SharkNinja, and Funko experienced an impressive 59% higher growth rate compared to those that did not implement such tech, averaging a 6.2% YOY sales increase compared to just 3.9%. During the holiday rush, the use of AI for customer service spiked dramatically, with shoppers utilizing these agents 126% more than in the preceding months. This spike not only reflects consumer preference for quick, efficient service but also highlights the potential for AI solutions to enhance operational efficiency.
In December alone, conversations initiated by AI agents surged by 66% over November, demonstrating their ability to handle an increasing workload effectively—handling 142% more tasks compared to the previous two months. These tasks included managing order updates and processing returns, traditionally labor-intensive for human representatives. For small business owners, this indicates an opportunity to reduce operational costs while enhancing customer satisfaction by employing AI solutions.
Despite a notable uptick in return rates—with over $181 billion in online purchases being returned, marking a 10% increase from last year—small businesses can devise strategies to manage this trend by creating robust return policies and enhancing the customer experience. The growing consumer demand for flexibility during and after the purchase process necessitates a planned response.
Interestingly, while the average selling price of goods increased by 7% YOY globally and in the U.S., consumers did not seem deterred by prices. This is highlighted by a 3% increase in global order volume and a 1% rise in the U.S., suggesting that well-positioned brands can still thrive in a higher-price environment.
The 2025 holiday season also marked a significant shift in consumer behavior, with a 13% increase in online traffic globally and a 12% uptick in the U.S. Many consumers opted for thorough research before making purchases—an important consideration for marketing strategies in the coming years. Small business owners may need to focus on creating informative online content and optimizing their SEO strategies to capture this researching consumer base.
Caila Schwartz, Director of Consumer Insights at Salesforce, summarized the season’s impact well, stating, “The 2025 holiday season marked a definitive shift to a new era of ‘agentic’ shopping. While shoppers remained resilient in the face of higher prices, the real story was how retailers leaned on AI and agents to navigate the holiday rush.”
As small business owners eye future holiday seasons, the growing impact of AI and digital agents cannot be overlooked. They present not only an avenue for increased sales but also an opportunity to streamline operations and enhance customer service. Investing in these technologies and adapting to evolving consumer expectations may very well determine success in the competitive retail landscape.
For further details, check out the original press release from Salesforce here.
Image Via Salesforce
