The 2025 Holiday Experience Economy: How Sensory Design is Reshaping Seasonal Shopping
In retail, small details create lasting impressions, and Mood Media’s 2025 Holiday Consumer Survey reported that today’s shoppers are increasingly drawn to those sensory design details as much as they are discounts. Nearly half (46%) of shoppers are changing their routines to visit stores with more appealing holiday atmospheres, up from just 42% in 2024.
When the right mix of ambient cues is in place, the shopping experience totally transforms. Three in four shoppers believe holiday music, visuals, and scents improve their shopping experience. This sensory shift creates a ripple effect that influences how long people stay, how much they spend, and whether they come back, fundamentally reshaping how consumers approach seasonal shopping. Here are our top 7 insights:
1 Sensory Details Are Becoming Revenue Drivers
Music, scent, and visuals all play important roles in shaping the holiday shopping experience. Eighty-two percent of shoppers report they notice holiday music in stores. This musical backdrop has become a powerful connection point between consumers and retailers. More than half of shoppers (54%) now strongly associate holiday music with specific retail categories, from electronics to fashion and home goods.
The quality of that curation matters more than ever. Seasonal playlists are shaping how people think and feel about entire retail categories. In 2025, 38% of shoppers said that carefully curated playlists made a brand feel more thoughtful, up from just 28% in 2024. This rapid shift shows how quickly expectations are rising as shoppers seek music that feels authentically matched to each store.
Beyond music, shoppers are tuning into other sensory details as well. The survey found that 68% noticed seasonal scents and 56% pointed to digital signage. These elements, once considered subtle background effects, are proving to have a significant impact as customers pay closer attention to every detail of their shopping experience.
Success lies in thoughtful execution across all three elements. Playlists that feel fresh rather than repetitive keep people engaged, while scents that remain gentle rather than overpowering create warmth without fatigue. Digital displays updated with meaningful content give shoppers reasons to look up and pay attention. When these sensory cues align properly, the in-store environment feels natural and cheerful rather than forced.
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of shoppers report they notice holiday music in stores
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of shoppers noticed seasonal scents
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of shoppers noticed seasonal digital signage content
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of shoppers say that holiday music, scents, and signage made them feel nostalgic or sentimental
2 Memory and Emotion Fuel Consumer Behavior
The percentage of shoppers saying that holiday music, scents, and signage made them feel nostalgic or sentimental jumped from 41% in 2024 to 51% in 2025. More than half of shoppers now experience waves of memory and sentimentality from these seasonal cues, and nearly as many report feeling festive and joyful.
These emotional responses translate directly into changed shopping behaviors. When surrounded by holiday backdrops, 41% of shoppers spend more time browsing in stores, creating additional opportunities for product discovery and unplanned purchases. That extended dwell time not only makes the experience more enjoyable but also helps stores build loyalty that extends well beyond the holiday season.
The most dramatic change appears in spending patterns. While 12% of shoppers said holiday ambiance encouraged them to spend more than usual in 2024, that figure doubled to 26% in 2025. This remarkable year-over-year growth demonstrates how quickly ambiance has evolved from a nice-to-have amenity into a measurable revenue driver, with emotional connection serving as the bridge between sensory design and financial impact.
3 Younger Shoppers Lead the Sensory Design Revolution
Over half (54%) of millennials and Gen Z changing their shopping habits during the holidays specifically to seek out stores with stronger ambiance. Nearly half of these younger consumers spend more when they encounter thoughtfully designed holiday environments, and 56% say these experiences remind them of celebrations that make them feel genuinely merry. For them, atmosphere is central to the experience.
These generations also demonstrate heightened sensitivity to sensory details. About 62% of millennials report being highly aware of holiday music in stores, while roughly 70% of millennials and Gen Z say curated playlists actively improve their shopping experience. Compared to other generations, around 45% of millennials rank highly on awareness of in-store advertising. These findings reveal that younger shoppers are especially attuned to every sensory cue retailers present.
Other generations have their own preferences. Gen X shows some support for earlier starts, with 30% wanting holiday experiences to begin in October. Baby boomers and the silent generation (those born between 1928 and 1945) lean the other way, with 37% preferring stores to wait until after Thanksgiving. Timing matters, and the right approach depends on who the store serves.
Spending is another point of difference. Fifty-seven percent of boomers say holiday ambiance does not influence how much they spend. That contrasts with millennials and Gen Z, who are much likelier to buy more when the ambiance is right. For retailers, this is a strategic opportunity to invest in holiday ambiance that targets younger demographics, though all groups notice and enjoy the details.
4 Shoppers Know What They Want From Brands
The year-over-year data demonstrates consistent acceleration across every key metric we measured. More people are actively seeking out stores for their ambiance, emotional responses to holiday environments are deepening, and perceptions of brand thoughtfulness through curated experiences continue to climb.
These linear increases point to a fundamental shift in retail dynamics. Atmosphere is simultaneously gaining ground as a store selection factor, an emotional trigger, and a sales driver. The strategic combination of music, scent, and visual messaging is delivering measurable business results through longer visits, higher spending, and stronger brand impressions.
Shoppers also provided clear direction on what would enhance their holiday experience further:
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Nearly two-thirds (63%) want playlists that authentically match each store’s unique vibe.
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Just over half (53%) prefer subtle seasonal scents like pine, cinnamon, or vanilla.
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Four in 10 (40%) seek more dynamic digital displays featuring holiday content, offers, or brand storytelling.
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A third (33%) would value interactive experiences such as photo booths or personalization stations.
5 Holiday Timing Matters
For retailers, when to begin and end holiday programming seems to be a moving target. Our survey showed that most shoppers (57%) prefer holiday themes to begin in November, while 22% welcome them in October and 20% favor waiting until after Thanksgiving.
These findings suggest that a phased rollout strategy delivers the best results. Starting with subtle holiday elements in November satisfies the majority preference while allowing flexibility to intensify or scale back based on specific customer demographics. This gradual approach — introducing music, scent, and visuals progressively over time — builds anticipation without overwhelming staff or customers, creating sustained engagement throughout the extended holiday season rather than immediate saturation.
6 Hospitality Joined the Picture
The 2025 survey also looked at how the power of the in-store experience extends into hospitality sectors. In restaurants, hotels, and salons, 52% of consumers reported that holiday ambiance enhanced their overall experience. More than a third (36%) said it encouraged them to stay longer, while 26% indicated it prompted them to spend more than originally planned.
Sensory design creates value across diverse service environments. Restaurants see guests linger for an extra drink or dessert, hotels experience longer stays and increased seasonal bookings, and salons transform routine appointments into memorable festive experiences.
Regardless of the setting, the fundamental dynamic is that thoughtfully designed holiday environments influence how customers feel, how much time they invest, and their willingness to spend, proving that sensory strategy is becoming essential across the entire customer experience landscape.
Technology Enables Scalable Sensory Design Experiences
Fortunately, technological innovation has kept pace with rising consumer expectations. Today’s experiential technology platforms allow retailers and hospitality brands to create sophisticated sensory experiences that scale across locations while maintaining local customization.
Key technological capabilities to look for include:
Integrated content management platforms Centralized systems that manage both music and digital signage, maintaining consistent seasonal messaging across locations while customizing content to reflect each site’s unique character.
Scent delivery systems Precisely calibrated to remain subtle and inviting rather than overwhelming, with programmable intensity controls.
Managed services Professional content curation, system monitoring, additional technical support, and seasonal programming updates that ensure atmospheric elements remain fresh without requiring internal specialization.
Advanced analytics Track customer responses to different combinations of sensory elements, enabling continuous optimization throughout the holiday season.
As consumer expectations continue to evolve and the business impact of in-store design becomes increasingly measurable, these technological foundations position brands to meet growing demands for memorable, emotionally resonant experiences. This trend points toward an even more experience-driven future for seasonal retail.
Lead the Future of Holiday Shopping with Mood Media
Here’s the key takeaway: The in-store experience has become one of the defining features of the holiday shopping experience. It attracts shoppers, shapes emotion, and influences spending. Brands that embrace it create experiences and affinity that last well beyond the holidays.
Ready to transform your holiday customer experience? Mood’s comprehensive sensory design solutions help retailers and hospitality brands create atmospheric experiences that surpass today’s consumer expectations. From curated seasonal playlists to integrated scent and visual systems, we provide the technology and expertise to turn ambiance into measurable business results. Contact us today to discover how the right sensory strategy can elevate your 2025 holiday season.
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Mood Media 2025 Survey
Mood Media surveyed 1,000 U.S. adults ages 18+ in 2025, in partnership with Dynata, a leading global data and insights platform that connects researchers with consumers and business professionals. The study examined holiday shopping behaviors, sensory preferences, and the impact of in-store atmospheric elements across different demographics. The research analyzed customer responses to music, scent, and visual design, generational differences in holiday shopping habits, and attitudes toward seasonal retail experiences in both retail and hospitality environments.
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