Identifying In-Store Trends From the 2025 Holiday Season
As the 2025 holiday season unfolds across the U.S., major retailers such as Walmart, Target and Meijer are elevating in-store merchandising with standout seasonal departments. From eye-catching displays brimming with lighting and foil elements to impulse-driving units and beverage staging, these fresh approaches aim to captivate shoppers, inspire purchases and reinforce retail as a holiday destination.
Retail activations are leaning into LED lighting and reflective materials to create eye-catching "bling" moments. LED lighting is featured in both retailer and brand activations. Target used this feature in their seasonal section to create a welcoming glow. Many activations used battery-powered, button LED lights to create familiar holiday lights on their displays. Simultaneously, many retail displays featured metallic foils and warm tone palettes (think gold, silver, jewel hues), establishing polished yet emotionally resonant environments that marry sophistication with holiday spirit.
In-aisle impulse units continue to gain ground. For instance, compact fixtures featuring 3M Command clips are placed adjacent to holiday decorations; positioned to attract attention and prompt last-minute purchase decisions. Vehicles like these are often merchandised alongside small items — ornaments, mini-lights, garland — aimed at capturing a few dollars per customer while completing their holiday setup needs. The best activations find that way to drive that meaningful extra purchase.
Budget-conscious shoppers in 2025 are keenly aware of prices and value. To streamline decisions and reduce friction, activations employ clear messaging, instantly highlighting bundle deals, added-value or limited-time offers. This transparency builds trust and prevents confusion during peak shopping pressure.
According for Leger360's 2025 holiday survey, 79% of shoppers are open to trying new holiday food products, with Gen Z and Millennials leading the charge. Getting items visibility on secondary placement displays is key to recognition. Technology is being applied, with QR codes driving shoppers to offers, recipes and presentation suggestions.
Food activations used several cues to connect with shoppers this holiday season. Traditional holiday icons such as trees, lights and evergreen garland are prevalent. Brands also utilized holiday messaging that focused on "must-have" for the holiday gathering.
Several great activations around the hearth, fireplace and stockings were spotted in grocery stores. These bold, recognizable images connect the product with nostalgic holiday gatherings, drawing them to these activations.
Holiday 2025 in-store merchandising is defined by a sophisticated interplay of attention-grabbing design, shopper-centric utility and strategic storytelling.
Lighting and foil create visual spectacle. Impulse units blend aesthetics with purpose, while food and beverage cater to evolving tastes ranging from nostalgic to health conscious. Couple this with clear signage, immersive sensory experiences and tech-enabled personalization — and retailers are transforming holiday shopping into a seamless, emotionally rich and value-driven experience.
It was exciting to see some great activations. I'm excited to see what 2026 will offer.
About the Author: Dan Sabanosh is director of shopper marketing for Great Northern Instore, a leading designer and manufacturer of merchandising solutions, where he helps clients be more insightful when developing their retail programs. Before joining Great Northern, Sabanosh worked for Colgate-Palmolive in both shopper marketing and brand management roles.
