2025 US Holiday E-sales Hit $257.8B

During the 2025 holiday season in the United States, people spent a staggering $257.8 billion online. This new record tells us that the wave of digital consumption is still going strong, and the opportunities in overseas markets are immense. For Chinese companies to succeed in going global, it is essential to understand these new trends.

Three Major New Trends Worth Watching:  

Shopping on the Go with Mobile Devices

Now, over 70% of online shopping is done on mobile phones. It has become a habit to make purchases while scrolling through videos or social media posts. Shopping features on social platforms are increasingly popular, and using short videos and live streams to attract young consumers has become an effective way for brands to expand overseas.

Growing Preference for Installment Payments

"Buy Now, Pay Later" services are becoming more widespread, with user numbers increasing by 30% compared to last year. These services allow consumers to pay in easy installments, and the average order value for such transactions is 40% higher than for one-time payments. Designing suitable payment solutions for different countries can help boost sales.

Values Matter in Purchasing Decisions

Nearly 70% of consumers consider a product’s environmental sustainability and social responsibility. Products emphasizing sustainable principles have seen significant sales growth, far outpacing conventional products. Telling a compelling brand story and positioning "Made in China" as synonymous with high quality and responsibility can better resonate with overseas consumers.

Big Opportunities for Small Brands

This holiday season, many niche small brands experienced substantial sales growth, with some even multiplying their revenue several times over. A founder of a handmade jewelry brand shared, "Through professional overseas marketing, our product story successfully resonated with American consumers, leading to a sales increase of over 200%."

This is precisely the opportunity for small and medium-sized Chinese brands—you don’t need to be a well-known big brand; with unique products and authentic stories, you can find your own customer base.

How to Succeed in the Future?

To succeed in overseas markets, businesses should focus on the following:

Omnichannel Integration: Ensure consumers can easily find and purchase your products across different channels.  

Personalized Recommendations: Recommend products based on user preferences to enhance the shopping experience.  

Communicate Brand Values: Build emotional connections with consumers.  

Leverage New Technologies: Appropriately use AI, AR, and other technologies to make shopping more engaging.  

Most importantly, achieve "deep localization"—not just translating language but also understanding local lifestyles, ways of thinking, and cultural contexts. Through a professional global marketing network, Chinese brands can carve out their place in the international market.

Behind the $257.8 billion in consumer spending lies a fundamental shift in the shopping habits of overseas consumers: from merely buying products to seeking a shopping experience, and from focusing solely on price to valuing brand philosophy.

In this process, professional partners who can help brands understand overseas markets, tell their brand stories, and connect with international consumers will empower more Chinese brands to successfully go global and achieve long-term growth.

Shenzhen 1981 Technology Co., Ltd. specializes in helping Chinese brands expand overseas. Through localized operations, precision marketing, and omnichannel strategies, we assist enterprises in building brand influence in international markets and achieving steady growth.