- Understanding Your Christmas Audience
- What are the common buying motivations during the holiday season?
- The time for discounts and special offers
- Holiday Spending in 2024
- How can OnAudience help brands and advertisers and retailers in the Holiday Season?
The National Retail Federation (NRF) projects total retail sales in 2025 to grow between 2.7% and 3.7%, reaching up to $5.48 trillion. However, average consumer holiday spending is expected to dip slightly to $1,552 per person, about a 5% decrease from 2024.
With shoppers becoming more cautious and price sensitivity shaping purchase decisions, retailers must focus on using the right audience data to connect with high-intent consumers at scale.
Leverage the Christmas Audience Data Segments 2024
Understanding Your Christmas Audience
Understanding your Christmas audience is crucial for crafting effective marketing strategies during the holiday season. By identifying distinct customer segments and recognizing common buying motivations, businesses can tailor their offerings and communications to meet diverse consumer needs
What are different types of customers?
- Last-minute shoppers: People who wait until the last moment to buy gifts. They want fast shipping and easy shopping, even if it costs more.
- Early planners: Shoppers who start buying gifts months before Christmas. They look for good deals and lots of choices.
- Budget-conscious buyers: Customers who focus on saving money. They hunt for sales, use coupons, and choose cheaper options.
- Luxury seekers: Shoppers who buy expensive, high-quality items. They care more about the product’s uniqueness and brand than its price.
- Experience gifters: People who prefer to give activities or events as gifts instead of things. They like giving memories, such as concert tickets or spa days.
What are the common buying motivations during the holiday season?
Understanding the driving forces behind holiday purchases is essential for businesses to connect with their audience effectively.
Here are the common buying motivations during the Christmas season:
- Finding perfect gifts for loved ones
- Securing deals and discounts
- Creating memorable experiences
- Upholding traditions
- Self-indulgence and personal treats
- Supporting charitable causes
The motivations influence consumer behavior and purchasing decisions throughout the holiday shopping period. By recognizing and addressing these key drivers, businesses can tailor their marketing strategies, product offerings, and customer experiences to resonate with shoppers’ emotional and practical needs during the festive season.
The time for discounts and special offers
The holiday season is a perfect time for businesses looking to connect with their customers.
As holiday shopping lists grow longer and people search for various gifts and gadgets for their friends and family, it becomes easier to connect with loved ones by understanding their motivations and desires.
The positive news for companies, brands and advertisers is the fact that during Christmas, people are actually paying attention to ads and marketing offers. They are seeking gift ideas and deals, making it the perfect time to get your message across. It is also a great chance to capture people’s attention with emotional campaigns and personalized offers.
Holiday Spending in 2024
The holiday spending in 2025 is expected to increase significantly, as the average shopper is anticipated to spend approximately $1,552 on gifts, travel, and entertainment, which is down about 5.3% from 2024.
The decrease means that, now more than ever, retailers and advertisers need access to the right audiences to reach their sales goals despite ongoing economic challenges.
How can OnAudience help brands and advertisers and retailers in the Holiday Season?
OnAudience, a global data provider, plays a crucial role in helping brands, advertisers, and retailers during the holiday season. The target audiences are the first step to executing a successful holiday marketing strategy, OnAudience offers valuable holiday data segments that enable businesses to identify and connect with key consumer groups effectively.
The segments allow brands, retailers, and advertisers to identify specific groups of consumers interested in given products, topics, and services, while also providing insights into consumer interests, preferences, and purchasing patterns.
With OnAudience’s data-driven approach, businesses can optimize their targeting, personalize their messaging, and enhance their overall marketing performance during this critical sales period.
