As we head into the 2025 holiday season, one trend stands out: shoppers are returning to stores. While digital continues to play a critical role in influencing decisions, consumers are blending online research with in-person shopping more than ever before. For retailers, this shift represents both a challenge and an opportunity.
The challenge lies in proving that digital efforts are truly driving in-store sales. The opportunity is in creating a connection between your ads and in-store purchases. That is exactly where Cybba BrickMatch comes in.
Here's How to Drive Measurable In-Store Sales This Season:
2025 Holiday Shopping Outlook
Tariffs are expected to have an impact on holiday spending this year. Consumers will also utilize AI to find the best prices and value for their holiday purchases. Retail Dive, 2025
STATS TO KNOW:
74% of holiday shoppers expect tariffs to impact their holiday shopping. Nerd Wallet, 2025
18% will use buy now, pay later services to purchase presents. Nerd Wallet, 2025
THE TAKEAWAY:
Only 26 shopping days separate Black Friday and Christmas this year. With a shorter season and smarter shoppers, every impression counts. Shoppers are doing their research early to find the best deals early to save money and avoid last minute impulse purchases.
In-Store Momentum
Online shopping preference fell from 43% in 2024 to 30% in 2025. This shift doesn’t signal the end of e-commerce, but rather a new balance as shoppers blend online browsing with in-store buying and expect brands to create seamless experiences across both. Zeta Global, 2025
STATS TO KNOW:
2.75% (YoY) estimated growth for in-store sales. The biggest categories for in-store growth this season are expected in apparel/accessories, general merchandise, and health/personal care. BAIN & COMPANY, 2025
As e-commerce cools, in-store momentum is heating up.
Online sales growth has slowed to 7%, down from 9–10% in past years. BAIN & COMPANY, 2025
THE TAKEAWAY:
The 2025 holiday season will be shorter, more competitive, and more heavily influenced by in-store experiences. As online sales slow and in-store spending rises, retailers have an opportunity to meet shoppers where they are. Blending digital influence with in-person experience is the key to driving growth this holiday season.
Cybba BrickMatch in Action
For many retailers, a big question remains: How do you know if your online ads actually led to in-store sales?
Cybba BrickMatch was built to answer exactly that.
This privacy-first attribution solution connects digital ad exposure to in-store results by matching anonymized POS and CRM data. By linking those data sets, BrickMatch provides a clear view of how online activity drives physical store visits and purchases.
The Cybba.io dashboard delivers real-time insights across key performance metrics, including ROAS, in-store conversion rates, foot traffic, and basket size. Retailers can see what is working and adjust campaigns while the season is still underway.
Setup is simple and efficient. BrickMatch can be deployed in under 30 days, allowing brands to act during critical periods such as the holidays. Because it is built with privacy and compliance in mind, retailers can track results confidently without compromising consumer trust.
THE TAKEAWAY:
With Cybba BrickMatch, retailers move from guessing to knowing, with a measurable understanding of how their digital investments impact in-store performance.
Why It Matters
The holiday shopping season is a make-or-break moment for many brands. With fewer days to reach shoppers and tighter consumer budgets, precision is everything. Every media dollar, impression, and store visit must work harder than ever.
Short holiday window, big stakes: Real-time attribution allows teams to optimize campaigns during the season, not after it ends. That agility can be the difference between meeting goals and missing them.
Proof of performance: Cybba BrickMatch provides measurable evidence that your digital campaigns drive in-store outcomes, helping teams justify budgets and demonstrate ROI.
Omnichannel advantage: Shoppers no longer distinguish between online and offline experiences. By linking digital engagement to physical sales, Cybba BrickMatch helps retailers understand the complete customer journey and refine strategies for better results.
Retailers who can measure and act on these insights in real time will not only capture more in-store revenue but also build a stronger foundation for long-term growth.
The Takeaway:
As the 2025 holiday season approaches, one thing is certain. Retailers cannot afford to treat digital and in-store as separate worlds. The brands that succeed will be those that connect the two with actionable data and measurable insights. With Cybba BrickMatch, every click counts, every visit matters, and every sale tells a story.
