Holiday Shopping IRL: These Five Trends Show How OOH Shapes the Season

October 30, 2025

If it feels like holiday shopping season starts earlier every year, you’re not imagining it. Shoppers are starting earlier, looking for meaningful gifts, and bouncing between online and in-person like never before. And what we see when we are out in the world, on the streets, in transit, and at the store, shapes how and where we spend.

We’re breaking down five holiday shopping trends and how IRL experiences fueled by out of home ad media are showing up to meet the moment.

Last-minute shopping + Delivery anxiety

Even with early planning, there’s always a rush at the end. As the holiday clock ticks down, shoppers face pressure from shipping deadlines and inventory shortages. This urgency drives a distinct behavioral shift, and it’s one where out of home media can play a powerful role. 

While 28% of shoppers say they’re shopping earlier than usual this year to avoid product shortages, the majority still rely on the final weeks to complete their purchases, making this window critical for brands to act (SOURCE: NerdWallet). This shift toward convenience creates a prime opportunity for brands to use OOH to deliver just-in-time messaging.

Digital out of home formats like transit shelters, urban panels, digital billboards can be updated in real time to reflect inventory availability, display countdowns, or promote flash deals. OOH’s ability to meet consumers where they are in real life makes it uniquely suited to capture attention during this high-stakes window. And when paired with mobile retargeting or QR codes, it can drive immediate action, bridging the gap between awareness and conversion.

Travel experiences as gifts

Travel is becoming one of the most meaningful gifts of the season as more shoppers choose experiences over material gifts.

This year, 45% of U.S. adults are planning to travel during the holidays (SOURCE: NerdWallet). But it’s not just a vacation trend; it’s a gifting one. Experiences are being wrapped up and given as presents, and OOH is helping travel brands show up in the right places to inspire the next getaway.

From dreamy aspirational visuals in cold-weather cities to fully immersive takeovers, OOH is turning destinations into desire. Brands like Aruba Tourism, Discover Los Angeles, and Visit Orlando are using IRL to position travel as the ultimate gift.

And OOH’s presence in high-traffic, high-emotion environments like airports, shopping districts, and transit hubs makes it uniquely suited to capture attention and drive action.

Mobile + Social-Driven discovery

This season marks a turning point: Adobe Digital Insights forecasts that this will be the first mobile-first holiday season, overtaking desktop shopping for the first time. Social media referrals are expected to surge, with platforms like Instagram and TikTok driving discovery at scale.

On Black Friday alone, social referrals are projected to spike by 80-83% above the year-to-date average, TikTok referrals by 45-47%, and Instagram visits increasing 60-65% year-over-year (SOURCE: Adobe Digital Insights). These platforms are no longer just for inspiration; they’re driving revenue.

Their influence is especially strong in categories like beauty and fashion. These are the same categories dominating TikTok’s “Get Ready With Me” videos and Instagram affiliate links, making them prime candidates for social-first OOH campaigns (SOURCE: Adobe Digital Insights).

AI-Powered Shopping Behavior

Shoppers are using AI tools to streamline their experience. From personalized recommendations to predictive gift guides, artificial intelligence is quietly reshaping how consumers discover, decide, and buy.

Nearly 53% rely on AI for research, 40% for product recommendations, and 36% for deal hunting (SOURCE: Adobe Digital Insights).

95% of consumers report satisfaction with their use of AI assistants, while 72% say they’re less likely to return items bought with their help (SOURCE: Adobe Digital Insights). That’s a clear signal that AI is helping shoppers make smarter, more confident decisions.

Dynamic DOOH lets brands be cutting-edge in other ways, like creative incorporating real-time data like weather, or triggered by specific conditions, making every screen smarter and every message more relevant. Add with audience targeting and mobile retargeting and OOH represents a keystone touchpoint to the shopper’s journey.

It’s a powerful tool for brands looking to connect with consumers in meaningful, data-driven ways. And as AI continues to shape how we shop, it’s also shaping how we show up.

Value-Driven & Budget-Conscious Shopping

Holiday shopping may be festive, but it’s also financially stressful. With inflation, tariffs, and economic uncertainty shaping consumer behavior, shoppers are more budget-conscious than ever. They’re looking for value, flexibility, and brands that understand their financial reality.

Flexible payment options like Buy Now, Pay Later are helping consumers manage some of the expected $20+ billion in seasonal spending (SOURCE: Adobe Digital Insights). This trend reflects a growing demand for financial flexibility, especially during peak shopping periods.

Advertising in real life is uniquely positioned to meet these needs. Strategically placed DOOH campaigns near retail hubs can spotlight payment options, helping shoppers make informed decisions in the moment. Brands can also use storytelling visuals to highlight affordability and purpose, delivering relevance and reassurance when it matters most.


IRL out of home advertising is uniquely positioned to meet the evolving behaviors driving holiday shoppers in 2025. As consumers seek value, flexibility, and relevance, OOH delivers on all fronts, bridging the gap between awareness and action.

In a season defined by trends of excitement and caution, brands that show up with clarity, empathy, and purpose will not only capture attention, but they’ll also earn trust. And in the busiest time of year, that’s the most valuable gift of all.

Contact OUTFRONT today to discuss how to reach and influence your holiday shopping audience.

Author: Adriana Zelayandia, Marketing Intern @ OUTFRONT

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