As the busiest shopping quarter of the year approaches, there are clear signals in our network data and partner conversations: the 2025 holiday season won’t be won by the deepest discount, but by the smartest strategy.
Already thinking about next years’ strategy? Click the button below to download the 2026 Editorial Calendar for merchants to get ahead of the game.
The holiday season is starting earlier and lasting longer
Brands need to know Black Friday is no longer a single-day event, it’s the midpoint of a shopping marathon. Consumers start earlier, spread purchases across October, November and December to secure the best deals and avoid last-minute stress.
What this means for advertisers:
- Don’t fall behind. Start your campaigns early to secure those “early bird” shoppers before the competition peaks. Connexity data shows initial Black Friday clicks can start as early as Summer.
- Stretch your promotional calendar through to January to maximise post-holiday demand from gift-card spenders, return shoppers, and New Year’s resolutions buyers.
- Tailor creative and offers by audience type, early deal-hunters vs. last-minute panic buyers.
- A longer shopping window also demands better inventory and fulfillment planning to keep up with fluctuating demand throughout the season.
Value is the new luxury
Even with inflation dropping, shoppers remain price-sensitive and strategic. They’re still planning to spend, but with a sharper eye on value, prioritising useful gifts, bundled offers, and meaningful experiences.
What this means for advertisers:
- Lead with clear value messaging. “Value” doesn’t just mean low prices, it means helping consumers feel confident they’re getting more for their money. That could be superior quality at an affordable price, products that last longer, bundles that add convenience, or experiences that carry emotional or functional worth.
- Offer tiered promotions to appeal to both deal-seekers and loyal full-price buyers.
- Focus on products that balance affordability with quality, mid-tier giftable items that are set to perform strongly.
Mobile, social and AI are driving discovery
Mobile continues to dominate digital commerce. Social platforms like TikTok and Instagram play a growing role in product discovery.
What this means for advertisers:
- Optimise every touchpoint for mobile: fast load times, one-click checkout, flexible payment options.
- Leverage social commerce, from creator partnerships to live shopping events, to meet customers where they spend their time.
- Use AI-powered personalisation to serve dynamic offers and recommendations in real time.
Personalisation and loyalty are non-negotiable
With inboxes, feeds, and screens saturated with offers, relevance is your best differentiator. The brands that stand out are those that tailor messages, rewards, and experiences based on shopper intent and history.
What this means for advertisers:
- Segment audiences to target loyal, new, and high-value customers differently.
- Offer exclusive early access or members-only deals to drive retention.
- Use real-time data to adjust creative and messaging dynamically.
Operational excellence wins the season
Delivery reliability, site performance, and returns handling can make or break a shopper’s experience.
What this means for advertisers:
- Strengthen logistics and inventory forecasting to prevent stockouts and oversupply.
- Clearly communicate delivery deadlines and return policies to manage expectations.
- Make fulfillment flexible, click & collect, same-day delivery, and simple returns are proven conversion boosters.
Gift culture and “self-gifting” are evolving
Gifting remains at the heart of the holiday season, but what consumers define as a “gift” is broadening. Shoppers are buying for themselves as much as for others, taking advantage of seasonal discounts to invest in quality items or treat themselves.
What this means for advertisers:
- Curate easy gift guides and “under-£50” collections to simplify choices.
- Make gifting frictionless with bundles, gift cards, and premium packaging options.
- Create content that inspires, highlight experiences, personalization, and emotional value.
Sustainability and transparency still matter
Even during peak promotional periods, shoppers are paying attention to brand ethics. Sustainability, data privacy, and responsible marketing are important differentiators.
What this means for advertisers:
- Eco-friendly products, recyclable packaging, or carbon-neutral shipping options.
- Authentic, purpose-driven campaigns, charity tie-ins, local initiatives, or social responsibility stories.
- Transparent data usage and respect for privacy in personalisation efforts.
Don’t forget the post-holiday second wave
The shopping season doesn’t end on December 25th. Gift-card redemptions, returns, and “treat yourself” spending create a January lift that many brands under-utilise.
What this means for advertisers:
- Prepare fresh offers for post-Christmas traffic.
- Optimise remarketing to capture gift-cards and return spenders.
- Analyse holiday performance early to inform next year’s Q4 planning.
The holiday quarter in 2025 is all about timing, targeting, and trust. Brands that stretch their campaigns beyond the traditional Black Friday weekend, embrace mobile and social discovery, personalise experiences, and deliver operational excellence will win both short-term sales and long-term loyalty.
Start planning your 2026 campaigns now
Don’t wait for the next big retail moment. Plan ahead with data-led insight from Connexity.
