As we approach one of the biggest shopping events of the year, brands are already rolling out their Black Friday and Cyber Monday campaigns. Consumers are building wish lists, setting alerts, and preparing to check off their holiday lists, and maybe treat themselves along the way.
With mobile shopping continuing to grow, people are skipping the in-store chaos while still scoring competitive deals online. And beneath the flurry of discount codes and countdown timers, one thing still drives behavior: FOMO. The fear of missing out on limited drops, exclusive offers, or “can’t-miss” prices, continues to define how people shop, but this year, it’s paired with a more intentional mindset.
We are breaking down what’s really influencing shoppers in 2025, and how brands can adapt their strategies to meet them where they are.
1. Value Over Everything
Consumers aren’t just chasing the biggest markdown, rather they’re chasing meaningful savings. Inflation fatigue and rising living costs have made shoppers more selective about what they buy, and why. They’re looking for a strong balance between quality, price, and purpose, asking themselves if each purchase truly delivers value. Brands that communicate the why behind their price point, and show that their deals reflect long-term value, are standing out.
2. Emotional Connection
Shoppers want to feel something when they hit “buy now.” Whether it’s the satisfaction of gifting something thoughtful, supporting a brand that aligns with their values, or simply rewarding themselves, emotional triggers play a key role in decision-making.
The brands that manage to strike an emotional chord alongside their discounts are the ones that earn repeat customers long after Cyber Monday ends.
3. Convenience and Speed
Mobile-first shopping has raised expectations across the board. Consumers expect seamless browsing, lightning-fast load times, and effortless checkout experiences, and they’re quick to abandon brands that don’t deliver.
A slow site, complicated form, or unclear return policy can send a shopper straight to your competitor. In 2025, convenience is currency. The easier your experience feels, the faster customers convert.
4. The “Smart Splurge” Mindset
Even deal-seekers are being more strategic. Shoppers are willing to spend more when they feel they’re getting extra value, whether through bundled deals, loyalty perks, or free gifts with purchase. This “smart splurge” mindset has made it easier for brands to encourage higher cart values when the perceived benefit is clear. When consumers think they’re making a savvy investment, they’re more likely to click “add to cart”, and keep adding.
How Brands Can Adapt
1. Consider the length of your promotions.
Consumers no longer shop on a single day, they shop across a season. Extending your promotions gives them time to compare, plan, and buy with confidence. Whether you start early or extend into Cyber Week, spreading out your campaign keeps momentum high and minimizes burnout for both shoppers and your marketing team.
2. Be strategic with your discounts.
How you position your sale matters just as much as the discount itself. Your ad creative, landing pages, and copy should all make the benefits clear, whether that’s exclusive bundles, early access, or limited-time add-ons. Added perks can make consumers feel like they’re getting a smarter deal, encouraging them to buy more or upgrade their purchase.
3. Optimize every step of the journey.
Even the best offer falls flat if the experience feels clunky. Test your site performance, ensure checkout is frictionless, and streamline mobile navigation. A few seconds of lag or a confusing promo code can be the difference between a conversion and an abandoned cart. Remember: if your competitors make shopping smoother, your customers will notice.
4. Strengthen your post-purchase experience.
BFCM doesn’t end when the order is placed. Fast shipping, real-time updates, and follow-up emails that feel helpful, not spam-like, can turn first-time buyers into repeat customers. This is where trust and loyalty are built. A positive post-purchase experience transforms a one-time deal into long-term brand advocacy.
