We are officially in the second half of 2025 and with that comes a wave of new behaviors, priorities, and opportunities for outdoor brands. From changing consumer expectations to the countdown to holiday shopping, the next six months are a crucial window to act on the trends shaping the industry right now.
Gen Z Is Driving Holiday Demand
This holiday season, Gen Z is influencing not just what products are bought, but how they’re discovered. They want gear that blends function and aesthetic; like hiking boots that work on the trail and in the city, and they gravitate toward content-first discovery rather than traditional advertising.
To meet them where they are, brands could launch things like gift-ready bundles that feel both performance-driven and style-forward, promoted through TikTok-style video, UGC, and scannable in-store QR codes.
In-Person Retail Events Are Back
Shoppers are craving real-life experiences again. In-store activations, demo days, and community events are making a comeback—especially when paired with exclusive offers or digital rewards.
Brands can stand out by partnering with key retail doors to run high-impact local events, using incentives like cashback or contests through ENDVR to boost participation and deepen engagement.
The New Path to Purchase Begins in the Feed
Platforms like TikTok Shops and Instagram Reels are becoming the new front lines of product discovery—and often, the first step in the purchase journey. Many consumers decide what to buy before ever entering a store.
To stay visible in these moments, outdoor brands should create simple, scroll-stopping content that mirrors how shoppers already engage—quick tips, product highlights, or user reviews. Even resharing real associate or customer posts, or partnering with a few key creators, can go a long way in influencing purchase decisions before the shopper ever reaches the store.
Smart Inventory Is Beating Deep Inventory
Retailers are moving away from heavy buys and toward smarter, leaner assortments. These decisions are being guided by live data, store associate feedback, and campaign performance.
Brands that tap into real-time insights—through platforms like ENDVR—can surface top-performing products, help partners make better stocking decisions, and create tighter alignment between demand and supply.
Don’t Forget the Fundamentals
These emerging trends are important—but they build on foundational strategies that still drive results. Here’s what should remain at the core of every brand’s H2 2025 game plan:
Embrace Omnichannel: Your customers aren’t thinking in “channels.” They’re thinking, “Can I find it, buy it, and feel good about it—wherever I am?” Whether they’re discovering your product through a social post or talking to a store associate, the experience needs to be seamless.
Prioritize Sustainability: Eco-conscious shopping isn’t slowing down. Consumers are paying attention to the materials you use, the way you ship, and the stories you tell about your environmental impact. Build sustainability into your products—and your messaging.
Leverage Seasonal Marketing: Make your brand part of the holiday moment. Launch limited-time campaigns, get your products on gift guides, and offer in-store exclusives. Emotional, time-sensitive marketing works—especially during peak retail periods.
Build Community: Retail is still about people. Whether it’s a store associate recommending your product or a consumer sharing a photo from the trail, lean into community-building. Host workshops, run contests, and amplify the voices of real users.
Don’t Wait for Q4 to React—Use H2 to Lead
The second half of 2025 is a proving ground for outdoor brands. Those who recognize and respond to these trends now will not only thrive during the holidays—they’ll build momentum that carries into 2026.
By showing up with purpose, partnering with retailers, and empowering the people who influence purchase decisions—outdoor brands can lead the charge into the future of retail.
