What the Latest Marketing Data Tells Us About Customer Behavior in 2025

Marketers now have unprecedented access to data that sheds light on how customers think, shop, and connect with brands – but having so much data can become a challenge in and of itself.

Making the effort to understand and leverage these insights helps businesses keep up with and stay ahead of the curve by giving you proactive insights into customer trends.

In this blog, we dive into the top consumer behavior trends marketers and business owners need to know for 2025 to optimize digital marketing strategies. Whether you're optimizing your website or enhancing customer service, these trends highlight key opportunities to capture your audience’s attention and grow your brand.

2025 Consumer Behavior Trends

Consumer behavior in 2025 is defined by speed, convenience, and values. Here are the trends shaping how people shop and interact with brands this year.

Trend 1: Lean into Purchase Speed and Efficiency

One of the biggest shifts in consumer behavior is an increasing demand for quick and seamless shopping experiences. They no longer want to browse through lengthy sales funnels—after seeing a product, they want to be able to make an immediate purchase.

Focus on simplifying the customer journey. Ensure your website or landing page is easy to use, visually appealing, and optimized for mobile devices. Consider adding quick-click purchasing options for an ultra-smooth experience. This will help you satisfy customers who have researched products elsewhere online and attract repeat customers who come to your platform knowing exactly what they want.

Trend 2: Implement Sales Through Social Media

Social media channels are becoming integral sales platforms. 47% of users have directly purchased products through a social media app. Platforms like Instagram and TikTok are leading the charge, with features like in-app shopping and live streams connecting brands to shoppers in real-time.

Set up a shop on Instagram or Facebook, and experiment with creative formats like shoppable videos or influencer collaborations. Social media is increasingly becoming a major revenue driver. Even where customers don’t directly purchase through social platforms, online shops show them what products are available and display a path to purchase directly on your website.

Trend 3: Offer Multiple Payment Options

Convenience is key for today’s shoppers, which is why flexible payment solutions are on the rise. Many platforms now provide options like PayPal, Apple Pay, Google Pay, and Buy Now, Pay Later (BNPL) services such as Klarna or Afterpay. Shoppers love having the flexibility to choose how and when to pay.

Integrate multiple payment methods into your checkout process. These digital marketing tools are particularly appealing to younger generations, including Millennials and Gen Z, so you can meet consumer expectations and achieve more follow-through.

Trend 4: Invest in Ultra-Fast Shipping

People are no longer willing to wait weeks for deliveries. Amazon has raised the bar with its same-day and two-day shipping options, and customers now expect this speed from nearly every brand. 62% of shoppers expect products to arrive within three days or less.

Partner with logistics companies that offer faster delivery speeds, or work on optimizing your supply chain. Promoting fast shipping during the checkout process can also help drive conversions.

Trend 5: Support Sustainability in Products and Packaging

Consumers are becoming increasingly conscious about the brands they support. Shoppers actively seek out companies with sustainable practices, whether that’s by using eco-friendly materials or supporting ethical labor, and a third of shoppers have stopped buying from brands due to sustainability concerns.

Review your supply chain and product development processes. Look for ways to reduce waste, use recycled materials, or partner with ethical suppliers. Using sustainable packaging (that’s labeled as such) is an easy and subtle way to display your efforts and build trust with your audience.

Trend 6: Niche Products Are Growing in Popularity

Online shopping has opened the door to niche markets where customers seek highly specific, often handcrafted, products. From artisanal candles to gluten-free bakery items, these businesses are thriving thanks to platforms like Etsy or Shopify. Modern consumers love discovering unique goods that feel personal and off-the-beaten-path.

If you're a small business, lean into what makes your product unique. Highlight your story, craftsmanship, or expertise in your marketing campaigns. Niche businesses have a competitive advantage with audiences willing to pay more for something special.

Navigate Changes and Reach Customers with McClatchy

Consumer behavior in 2025 is all about adapting to changing preferences, faster purchasing decisions, and aligning with customer values. The question isn’t whether you’ll keep up—it’s how.

This is where McClatchy comes in. We specialize in helping businesses like yours stay connected to their target audience through data-driven marketing and deep customer insights. With the McClatchy Premium Audience Network, we give you the tools you need to connect with your audience and adapt to their growing preferences.

Reach out to McClatchy today to learn more about how we can help you grow.