Key Takeaways
- 80% of holiday gift spending now happens before Cyber Monday, making early campaign launches essential
- Consumers spent a record $241.4 billion online during November and December 2024, with ecommerce growing 7.4% year over year
- Social commerce is exploding: 21% of shoppers now purchase holiday gifts directly on social media, up from 12% last year
- Holiday engagement rates on influencer content are 20% to 50% higher than at other times of year
- The post-holiday period (December 26 through mid-January) has emerged as a powerful growth driver through gift card redemptions and resolution-driven purchases
Introduction: Why Holiday Marketing Matters More Than Ever
The holiday season accounts for a disproportionate share of annual retail revenue, making it the most consequential marketing period for brands and retailers. November and December alone represent nearly 20% of annual retail revenue for many businesses. The stakes could not be higher.
What has changed is how consumers approach holiday shopping. The compressed timeline between Thanksgiving and Christmas has expanded into a months-long consideration process. Economic pressures have made shoppers more strategic and value-conscious. Digital channels have evolved from awareness tools into complete purchase pathways.
For marketers, these shifts demand updated strategies. The tactics that worked even two years ago may fall flat with today’s deal-seeking, channel-blending, AI-assisted holiday shopper.
This guide explores the holiday marketing strategies that actually drive revenue in 2025 and beyond, backed by the latest consumer research and designed for the current retail landscape.
The Holiday Shopping Landscape Has Transformed
Earlier Shopping, Extended Timelines
The holiday shopping season keeps creeping forward. With nearly 80% of holiday gift spending expected to happen before Cyber Monday, the window to win consumers opens earlier and closes faster than many marketers realize.
Research confirms this shift. Consumer spending intentions dropped from $1,007 in October 2025 to $778 in November, representing the largest decline Gallup has recorded. This suggests October events are capturing demand that previously concentrated in November and December. Marketers who wait until Black Friday to launch campaigns risk missing early-season shoppers entirely.
The “Summerween” trend illustrates this extended timeline. Early Halloween merchandising rollouts that begin appearing in July have become normalized. Retailers are setting up stores earlier, adjusting pricing sooner, and recalibrating promotions to stretch the season strategically.
For marketing teams, this means:
- Holiday planning should begin in Q2, not Q4
- Campaign launches should start no later than October
- Early-bird messaging and incentives capture deal-seeking shoppers before competition intensifies
- Budget allocation must account for the extended purchase consideration period
Economic Pressures Shape Consumer Behavior
The 2025 holiday season arrives with optimism tempered by a slowing consumer engine. Deloitte forecasts holiday sales growth of just 2.9% to 3.4%, the slowest pace in years and well below last year’s 4.2%. PwC reports that 84% of consumers expect to cut back over the next six months, with 77% of shoppers expecting higher prices on holiday goods.
Yet spending has not collapsed. Visa forecasts a 4.6% year over year increase in total retail sales. The nuance is that inflation contributes more to sales growth than actual volume, with real spending (a proxy for foot traffic) expected to rise just 2.2%.
What this means for marketers:
- Value messaging resonates across all income groups
- Quality, trust, and meaningful experiences matter alongside price
- Consumers are making more thoughtful, deliberate choices
- Impulse spending that drove previous holiday seasons has diminished
Generational Differences Require Segmented Approaches
Not all consumers are behaving the same way. The sharpest breaks fall along generational lines:
Gen Z is reducing holiday budgets by 23%, the most of any generation. Yet they remain highly engaged with social media (74% turn to influencers for inspiration) and are most likely to use AI (43%) for product discovery. They are price-sensitive but willing to engage with authentic, entertaining content.
Millennials are holding relatively steady, down just 1% year over year, likely balancing peak earning years with high fixed expenses.
Baby Boomers are actually increasing spending, with average holiday budgets up 5% compared to 2024. They plan a 21% increase to approximately $855 on average for gift purchases.
Effective holiday marketing in this environment requires segmented messaging that addresses each generation’s distinct priorities and pain points.
Cross-Channel Campaigns That Connect
Building Anticipation Across Touchpoints
The most effective holiday campaigns create anticipation across multiple channels, teasing upcoming promotions and products in ways that build excitement and drive engagement toward conversion moments.
Consider how luxury retailers build anticipation for holiday displays. Bergdorf Goodman creates elaborate holiday window scenes in their flagship New York City store. These themed displays become highly anticipated holiday traditions. To build excitement, they preview displays months in advance with Instagram and YouTube teasers, creating cross-channel engagement that drives both online and in-store traffic.
Elements of effective cross-channel holiday campaigns include:
Coordinated messaging that tells a consistent story across social media, email, website, and in-store experiences
Progressive revelation that rolls out information gradually, creating reasons for continued engagement
Social integration using hashtags and shareable content that encourages user participation
Clear pathways from awareness (social engagement) to conversion (website or store visit)
The Omnichannel Imperative
Online shopping as a preferred channel has shifted, falling from 43% in 2024 to just 30% in 2025. However, this does not mean ecommerce is slowing. Consumers are now blending channels and expecting brands to do the same.
Discount stores (23%) and department stores (21%) both gained share this year, showing a resurgence in brick-and-mortar appeal. Yet online remains critical: consumers spent a record $241.4 billion online during November and December 2024. The opportunity lies in integrating channels rather than choosing between them.
Omnichannel integration is essential because holiday shoppers move fluidly between touchpoints. Over 55% of Gen Z holiday apparel spend came through omnichannel experiences during peak events like Black Friday, while less than 25% was online-only.
Strategies for omnichannel success:
- Use digital touchpoints to drive in-store visits and vice versa
- Match online messaging with in-store exclusives
- Ensure consistent branding, messaging, and customer experience across all channels
- Leverage local influencers to drive foot traffic to physical locations
- Create seamless purchase experiences regardless of channel
Social Media and Influencer Strategies
Social Commerce Has Arrived
Social media has evolved from awareness channel to complete purchase pathway. The numbers tell the story: 21% of shoppers now purchase holiday gifts directly on social media, up from 12% just last year. Even more significant, 55% of shoppers say they will spend 11% to 50% of their holiday budget on social platforms, nearly doubling last year’s 33%.
This shift makes social commerce a holiday marketing essential rather than an experimental add-on. Platforms like TikTok Shop and Instagram Shopping enable purchases without leaving the social environment, streamlining the path from discovery to conversion.
During Amazon Prime Day in July 2025, traffic to retailer websites from generative AI platforms like ChatGPT and Perplexity surged 4,700% year over year. Shoppers are increasingly starting their product discovery journey with AI assistants and social platforms rather than search engines.
Influencer Marketing During the Holidays
During the holiday season, engagement rates on influencer posts are 20% to 50% higher than at other times of year. This spike reflects people actively searching for gift guides, holiday inspiration, and special promotions.
The data on influencer marketing effectiveness is compelling:
- Brands using influencers see a 25% increase in sales during Black Friday and Cyber Monday compared to those that do not
- Influencer content drove nearly 20% of online sales during Prime Day 2025, second only to paid search
- 78% of TikTok users have bought a product after seeing it in an influencer video
- 70% of holiday shoppers turn to YouTube videos for gift ideas
The global influencer marketing industry has reached $32.55 billion in 2025, up from $24 billion in 2024. Nearly 90% of marketers plan to maintain or increase their influencer marketing investment.
Micro and nano influencers deserve particular attention. While major influencers command the spotlight, micro-influencers (10,000 to 50,000 followers) and nano-influencers (fewer than 10,000 followers) generate up to 60% higher engagement rates than their larger counterparts. This higher engagement is crucial for driving last-minute holiday purchases.
Giveaways and User-Generated Content
The holiday season presents ideal conditions for giveaways and user-generated content campaigns. People are already searching for gift ideas, making them especially receptive to contest entries that introduce them to new products.
Holiday UGC contests encourage followers to create content around your brand (often by posting photos or videos with specific hashtags) in exchange for chances to win prizes. These campaigns tap into the festive spirit and people’s natural desire to share holiday traditions.
When planning giveaways, remember:
- The prize does not need to be expensive; it needs to be valuable to your target audience
- Service businesses can offer trials, previews, or exclusive experiences
- Influencers can kickstart UGC by posting their own examples
- User-generated content creates a library of authentic material for ongoing marketing
- Contest participants share entries within their own networks, expanding organic reach
Nail the Key Sale Dates
The Holiday Calendar
Successful holiday marketing requires planning around the key sale dates when consumers expect to shop and find deals:
October Prime Day Events capture early holiday shoppers seeking deals before the traditional season begins.
Black Friday remains the traditional kickoff to holiday shopping, though its dominance has diminished as the season extends.
Small Business Saturday the day after Black Friday celebrates local and independent retailers.
Cyber Monday continues to drive massive online sales, with consumers expecting the best digital deals.
Green Monday (second Monday of December) captures shoppers who missed earlier sales.
Free Shipping Day (mid-December) targets last-minute shoppers concerned about delivery timing.
For each major sale date, preparation should include:
- Ecommerce platforms ready for traffic spikes
- Advertising and retargeting campaigns scheduled
- Social media outreach polished and ready
- Team capacity for increased customer service demand
- Inventory and fulfillment aligned with expected demand
The Cyber Five Remains Critical
The five days between Thanksgiving and Cyber Monday generate billions in sales within a compressed window. Despite the extended shopping season, this period remains the biggest conversion moment of the year.
Cyber Monday alone generated $13.3 billion in online sales during 2024, with $1.03 billion coming from buy now, pay later transactions, representing the largest single BNPL day on record.
A phased approach works best. Use early-season events to capture deal-seekers and build awareness, then retarget engaged audiences through Cyber Five with urgency messaging. Brands that concentrate all spending in a five-day window face higher CPMs, more competitive clutter, and miss customers who already bought elsewhere.
Public Relations and Gift Guide Placement
Leverage Media Coverage
If there is one time of year when you should consider engaging with journalists and publicists, it is the holidays. Gift guides and feel-good holiday features create natural opportunities to showcase products or values within the community.
Gift guides like the Neiman Marcus Gift Book offer lighthearted ways to gain exposure. Local and regional journalists are often receptive to holiday stories, particularly those involving:
- Unique gift ideas at various price points
- Companies giving back or championing sustainability
- Holiday shopping tips and money-saving strategies
- Local business spotlights and shopping guides
Do not hesitate to pitch ideas directly. An agency partner can leverage media relationships to facilitate placement and ensure your story fits publication needs.
Sustainability and Values Messaging
If your company is committed to giving back or championing sustainability standards, the holidays are an ideal time to highlight those values. Gen Z in particular responds strongly to socially conscious content, with 63% opting for resale and upcycled products and 1 in 3 saying they are cutting consumption to reduce environmental impact.
Consider how your holiday messaging can authentically connect company values with seasonal themes of generosity, community, and celebration.
It Is Not Over Until It Is Over
The Post-Holiday Opportunity
One of the most overlooked opportunities in holiday marketing is the period after Christmas. This window, spanning December 26 through mid-January, has emerged as a powerful growth driver that savvy marketers now recognize as “Q5” or the “fifth quarter.”
Post-holiday shopping captures several distinct consumer motivations:
Gift card redemptions drive significant January spending as recipients convert gifts into purchases
Returns that trigger additional purchases as consumers exchange unwanted gifts and discover new items
Resolution-driven demand in categories like fitness, wellness, beauty, and travel
Deal-seeking as consumers hunt for clearance prices on items they wanted but did not receive
This period offers advantages that mid-season shopping lacks. Advertising costs typically decrease after the holiday rush while consumer intent remains high. Shoppers are still in buying mode, often with gift money to spend.
Post-Holiday Marketing Tactics
Email marketing excels during this period. Target customers who browsed but did not purchase, highlighting popular items that went out of stock or items abandoned in shopping carts.
Retargeting campaigns reach holiday visitors who showed interest but did not convert, now potentially armed with gift cards or post-holiday spending budgets.
Data-driven promotions use holiday season insights to determine exactly what to promote or discount. Which products generated the most interest? Which pages received the highest traffic? Let data guide post-holiday strategy.
Resolution-aligned messaging connects products to new year goals. Fitness equipment, organizational tools, self-improvement products, and wellness items all align with January mindsets.
AI and Personalization in Holiday Marketing
AI Has Changed Discovery
AI is rewriting the holiday retail playbook for both consumers and retailers. Between November 1 and December 31, 2024, traffic from generative AI sources increased 1,300% year over year. The scale of adoption makes AI a defining feature of holiday 2025.
Consumers are increasingly using AI tools for:
- Gift recommendations and personalized suggestions
- Price comparison and deal finding
- Product research and reviews
- Shopping list management
For marketers, this means ensuring your brand and products are discoverable through AI-powered search and recommendations, not just traditional search engines.
Personalization Drives Results
Personalization remains a key driver of customer engagement. With the rise of AI and data analytics, personalized marketing has moved from nice-to-have to competitive necessity.
Effective personalization strategies include:
- AI-driven product recommendations based on browsing and purchase history
- Dynamic website content that adapts to visitor behavior
- Personalized email campaigns with customized offers
- Behavioral targeting that makes messages feel relevant to each recipient
Consumers expect every marketing touchpoint to be tailored to their interests and behaviors. Generic holiday messaging increasingly falls flat with audiences accustomed to personalized digital experiences.
Common Holiday Marketing Mistakes to Avoid
Starting Too Late
With 80% of holiday spending happening before Cyber Monday, campaigns that launch in November have already missed significant opportunity. Holiday marketing planning should begin in Q2, with campaigns launching no later than October.
Ignoring Economic Context
Messaging that assumes carefree spending falls flat with consumers navigating inflation, tariffs, and economic uncertainty. Acknowledge value concerns and position products as worthwhile investments rather than impulse purchases.
Over-Concentrating on Cyber Five
While the Thanksgiving-through-Cyber-
Neglecting Post-Holiday
The December 26 through mid-January period offers high consumer intent with lower advertising costs. Brands that end marketing on December 25 leave significant revenue on the table.
Treating Social as Awareness-Only
Social commerce has arrived. Brands still treating social media as purely top-of-funnel miss the 21% of consumers purchasing directly through social platforms.
How Bigeye Approaches Holiday Marketing
At Bigeye, we understand that holiday marketing success requires more than tactical execution. It demands strategic planning, consumer insight, and integrated execution across channels.
Research-Driven Strategy
Our EyeQ consumer research methodology identifies what actually motivates your target audience during the holiday season. We do not assume we know what will resonate. We research it. This foundation ensures holiday campaigns connect with genuine consumer needs rather than marketing assumptions.
Integrated Campaign Development
Holiday marketing works best when every element reinforces every other element. Our integrated approach connects:
- Brand strategy that positions your products for holiday relevance
- Creative development that captures attention and drives emotion
- Media planning that reaches audiences across their actual purchase journey
- Social and influencer strategies that leverage the channels where discovery happens
- PR and content that earns attention beyond paid placement
Full-Service Execution
From TV production to SEO services to social media management, Bigeye provides the complete marketing capabilities needed for holiday success. Your holiday campaign works as a unified system rather than disconnected tactics.
Ongoing Optimization
Holiday marketing is not set-and-forget. We monitor performance throughout the season, adjusting messaging, targeting, and spending allocation based on real-time results.
Frequently Asked Questions
When should holiday marketing campaigns begin?
Holiday marketing campaigns should launch no later than October, with planning beginning in Q2. Research shows that 80% of holiday gift spending now happens before Cyber Monday, and consumer spending intentions peaked in October before declining in November. Brands that wait until the traditional Black Friday timeframe risk missing early-season shoppers who have already made purchasing decisions.
How important is social media for holiday marketing?
Social media has become essential for holiday marketing success. In 2025, 21% of shoppers purchase holiday gifts directly on social media (up from 12% last year), and 55% plan to spend 11% to 50% of their holiday budget on social platforms. Engagement rates on influencer content are 20% to 50% higher during the holidays than at other times of year. Brands should integrate social commerce features and influencer partnerships into their holiday strategy.
Should we focus on Black Friday or spread campaigns across the season?
Both approaches matter, but balance is essential. While the Cyber Five (Thanksgiving through Cyber Monday) remains the biggest conversion moment, concentrating all resources in this window creates higher costs and misses earlier shoppers. A phased approach works best: use early-season activity to build awareness and capture deal-seekers, then retarget engaged audiences with urgency messaging during peak shopping days.
How can smaller businesses compete during the holiday season?
Smaller businesses can compete effectively by leveraging their unique advantages: authentic brand stories, personalized service, local relevance, and agility. Micro-influencer partnerships offer high engagement at accessible costs. Small Business Saturday specifically celebrates independent retailers. Gift guide placement in local media provides earned exposure. And the post-holiday period offers lower advertising costs while consumer intent remains high.
What should we do after Christmas?
The post-holiday period (December 26 through mid-January) offers significant opportunity through gift card redemptions, returns that trigger additional purchases, and resolution-driven demand. Launch email campaigns targeting holiday browsers who did not convert. Run retargeting campaigns reaching visitors who showed interest but did not purchase. Promote resolution-aligned products. Use holiday data to inform discount and promotion decisions.
The Bottom Line
Holiday marketing has evolved far beyond the traditional Black Friday sprint. Today’s successful holiday campaigns launch earlier, extend longer, integrate more channels, and adapt to a consumer landscape shaped by economic pressures, generational differences, and technological change.
The data is clear:
- 80% of holiday spending happens before Cyber Monday
- Social commerce has arrived, with 21% purchasing directly through social platforms
- Influencer content drives 20% to 50% higher engagement during the holidays
- Post-holiday represents significant untapped opportunity
- Personalization and AI have become competitive necessities
The brands that win the holidays in 2025 and beyond will be those that start early, integrate channels, meet consumers where they spend time, and continue engaging past December 25.
Ready to make this holiday season your most successful yet? Bigeye combines consumer research, creative development, and integrated marketing execution to help brands capture holiday revenue. Whether you need help with holiday-specific campaigns or year-round marketing strategy, our team is ready to deliver results.
Contact us today and discover how Bigeye can help your holiday marketing drive real business growth. Although we cannot promise you a white Christmas here in Orlando, we can certainly promise you a profitable one.
