BBB has top insider holiday shopping tips on how to stay away from scams and unlock holiday success.
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The 2025 holiday shopping season is shaping up to be steady and resilient, with retailers preparing earlier promotions and expanded options to meet shoppers’ needs.
What you'll learn:
- Holiday shopping trends for 2025, including sales growth forecasts, consumer spending habits, and how rising costs and tariffs may affect budgets.
- How shoppers are changing their behavior - from starting earlier and focusing on essentials to relying more on online shopping.
- Ways to stay safe while shopping - BBB tips for spotting scams, identifying fake websites, and using secure payment methods.
Deloitte projects an increase of 2.9% to 3.4% and sales up to $1.62 trillion in its annual holiday retail forecast. Like every year, rising costs are still a factor this holiday season. Inflation has eased, but prices remain higher than many shoppers would like, and new tariffs are beginning to push up costs for items like appliances and electronics.
Like every year, many people plan to start their holiday shopping early. Consumers will see deals well before Black Friday sales. Retailers also expect to see even more people shopping online, with e-commerce forecasted to grow 7–9%, hitting roughly $305-$311 billion.
While total spending is rising modestly, the average consumer is expected to pull back. A PwC survey shows 84% of consumers plan to cut back due to rising prices and everyday expenses. As a result, retailers may pass along higher costs, and shoppers are responding by starting earlier, focusing on essentials, and hunting for discounts to stretch their holiday budgets.
With online shopping increasing, scams will also be prevalent. According to the BBB Scam Tracker Risk Report, online shopping scams accounted for more than 30% of all scams reported to BBB Scam Tracker in 2024. Shortages and rising costs could make purchase scams even more common as desperate shoppers might turn to shady websites hoping to find this year’s must-have gift.
BBB has top holiday shopping tips on how to stay away from scams and unlock holiday success.
- Look for the BBB Seal. BBB Accredited Businesses pledge to uphold the BBB Standards for Trust and to deal fairly with consumers. If a business displays a BBB seal, verify it by going to BBB.org.
- Research before you buy. Use BBB.org and shopper reviews to do your homework before paying. Also, read our tips for spotting phony reviews. Check the store's return policy and see if they offer money back or store credit. Check to see if the product you buy comes with a warranty or if the store offers one.
- If the deal looks too good to be true, it probably is. The price was the top motivating factor for people who made a purchase and lost money. Don’t shop on price alone.
- Beware of fake websites: Check the URL, watch for bad grammar, research the age of the domain, and search for contact information. See BBB’s tips for identifying a fake website. Also, beware if you get a "card declined" message while purchasing; it could be part of a new twist on card theft involving declined cards.
- Professional photos do not mean it’s a real offer. Website photos can motivate users to engage with scammers, especially for pets and pet supplies, clothing and accessories, and vehicles. Don't be swayed by a flashy website or ad.
- Make sure the website is secure. Look for “HTTPS” in the URL (the extra s stands for “secure”) or a small lock icon in the address bar. Never enter payment or personal information into a website with only “HTTP”—it is NOT secure. Slow down to be sure!
- Be careful purchasing sought-after products, especially on social media. The risk of online purchase scams rises during the holidays, and scammers often offer the most popular products for the season at low prices. Don't be tempted to use an unknown or insecure site just to get a good deal.
- Use secure and traceable transactions and payment methods. According to BBB's research, those who paid with a credit card were less likely to lose money. Be cautious when using digital wallet apps, prepaid money cards, or other non-traditional payment methods. Learn more about payment types and how to use each safely.
- Be wary of shipping updates or delays via email or text. Look closely to make sure it is a legitimate business. Avoid clicking on the tracking link; go to the 'shipper's website and type in the code to see if it is real.
- Report unsatisfactory purchase experiences to BBB. If you are unhappy with a purchase, file a complaint at BBB.org/complaints. If you never got what you paid for, consider reporting it to BBB Scam Tracker to help other consumers avoid being scammed.
