Holiday Marketing by the Numbers: Key Dates and the Shoppers Behind Them

Key Takeaways:

Understand some of the key dates for the 2025 holiday shopping season.

Get to know the personas of holiday shoppers and which “periods” within the shopping season they correspond to. 

Every year, the same question comes up for retailers: How early should I start holiday marketing? The answer isn’t one-size-fits-all. It depends on who your shoppers are and when they buy.

The good news? The numbers reveal clear patterns. By looking at when shoppers typically begin their holiday journey, you can connect those dates to distinct personas—and align your offers to match. Here’s what the data shows and how you can use it to make smarter decisions for the 2025 holiday sales season.

Summer:
The Ultra-Early Shopper

Holiday shopping is creeping earlier into the year, and July’s Prime Day is a big reason why. This year, Amazon extended the event from two to four days, creating what it called the “biggest Prime Day event ever.” According to Adobe Analytics, online spending reached $24.1 billion across all retailers during Prime Day 2025—a 30.3% year-over-year increase.

The shopping behaviors behind those numbers matter:

• Value-focused timing: Shoppers compared prices across platforms, often waiting until the last day to make a purchase.
• Practicality over splurges: Everyday essentials dominated carts, reflecting consumers’ focus on stretching budgets.
• Competition rising: Nearly half of Prime Day shoppers also bought from Walmart’s Deals event, while 38% checked Target Circle Week.

This group is The Ultra-Early Shopper – savvy, strategic, and motivated by savings. They see summer promotions as an opportunity to spread out costs, stock up on practical items, and even get a head start on holiday gifts.

Retail takeaway: In summer, highlight giftable products positioned online and in-store. Promote bundles, back-to-school tie-ins, or loyalty perks that double as holiday prep. As competing retailers continue to ride Prime Day’s wave, visibility across channels matters more than ever.

September:
Early Birds Take Flight

According to a recent Statista survey, 15% of consumers plan to start shopping in September. Another 15% will have already started by late August, showing that the Ultra-Early momentum carries right into fall.

This group represents The Early Bird: a shopper who values peace of mind and doesn’t want to scramble later. They’re motivated by exclusivity and the satisfaction of checking things off their list early.

Retail Takeaway: Capture their attention with pre-holiday perks like VIP previews, loyalty rewards, or limited-edition drops. Early birds want to feel like insiders, so giving them access before the rush is a smart way to strengthen relationships.

October:
The Growing Wave of Holiday Planners

By October, momentum picks up fast. 28% of consumers say they begin holiday shopping in October and almost half of shoppers say they start before Halloween.

This is The Planner: organized, budget-conscious, but still open to the right incentive. These shoppers aren’t necessarily buying everything at once, but they’re building lists, comparing options, and jumping on offers that make sense.

Retail Takeaway: October is the time to launch early bundles and savings campaigns. Framing them as “get ahead of the rush” plays directly into the Planner’s mindset. By the time Black Friday rolls around, these shoppers will already have made key decisions. Make sure your store is one of them.

November:
Deal Seekers Dominate

Come November, the focus shifts to value. According to Salsify’s 2025 Holiday Pulse Report, 53% of shoppers plan to spend about the same as they did last year – which means they’re careful, but willing to spend where they see value.

This period is driven by The Deal Seeker (or Frugal Shopper). They scour promotions, compare across retailers, and expect strong offers during Black Friday and Cyber Monday. And they’re also the ones most likely to check marketplaces like Amazon, Walmart, and Etsy, where variety and pricing compete head-to-head.

Retail Takeaway: To stand out in November, emphasize clear promotions, free shipping, and marketplace visibility. Frugal shoppers don’t want to waste time hunting for terms—they want the best deal, clearly stated. Lean into value-driven campaigns and make the benefits impossible to miss.

December:
Procrastinators and In-Store Shoppers

Even as online shopping grows, in-store remains a huge driver in the final stretch. Salesforce reports that three in four Gen Z shoppers plan to shop in-store during the 2025 holidays. In addition, 79% of shoppers will head to physical stores while 78% also shop online marketplaces.

This late-season rush belongs to The Procrastinator. They’re motivated by speed and convenience: think BOPIS (buy online, pick up in-store), same-day delivery, and stress-free returns. For them, shopping isn’t about hunting for deals, but rather getting it done in time.

Retail Takeaway: December is all about convenience and reassurance. Promote flexible fulfillment options, highlight extended hours or same-day availability, and lean into messaging that reduces anxiety. In-store experiences – such as gift-wrapping stations or last-minute curated gift guides – make you a lifesaver for this persona.

Timing Meets Personas

Holiday marketing success isn’t about flooding customers with promotions. It’s about knowing when they’re buying and why. The numbers show a clear cadence:

When you build a layered calendar that speaks to each group, you’re not just chasing short-term sales. You’re building long-term loyalty by proving you understand your customers’ needs.

This holiday season, let the data guide you. Use buyer personas to personalize your timing, balance short-term wins with long-term strategy, and organize your marketing in a way that makes life easier for both you and your shoppers.

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