Dear Advertiser: A Letter from Your Holiday Shopper
The holiday shopping season is already heating up. Are your campaigns built for how consumers actually behave?
This letter, originally published in 2025 and updated to reflect the trends and consumer behaviors shaping the 2026 season, is from the shopper’s perspective and is your cheat sheet for what they expect (and what makes them bounce).
Hi. Hello.
It’s me, your ideal holiday shopper.
I’m the one you’re trying to reach this season: the one juggling group chats, airline alerts, and five different “save for later” carts. I’m searching for gifts, deals, sanity, and maybe a little serotonin.
You want my attention. (And my dollars.)
So if we’re going to make this work, I need you to understand a few things.
I’m Not Paying Full Price. Period.
Last year? I used every promo code I could find.
This year? Same energy.
And I’m not alone. Nearly 80% of Americans actively look for holiday discounts when buying gifts. We’re stacking sales. Timing purchases. Gaming the system with browser extensions. It’s not stingy. It’s smart.
If your ad doesn’t tell me what’s in it for me (aka a deal), I’m scrolling.
What you can do:
- Highlight discounts clearly.
- Use personalized codes for better engagement.
- Lean into messaging that emphasizes value, not just product.
I’m Already Shopping
Yep, it’s still summer. Nope, I’m not waiting for Black Friday.
In 2025, more than 41% of shoppers started their holiday shopping before November.I like to get ahead of the chaos. And frankly, I don’t trust shipping times anymore.
If your campaign doesn’t start until mid-November?
I’ve already checked out. Literally.
What you can do:
- Launch awareness ads in September.
- Use CTV, OTT, and audio to build brand recall.
- Save performance dollars for when I’m ready to convert, not when everyone else is yelling.
I Shop On My Phone. Like, A Lot.
Here’s how my typical shopping journey goes:
- I see something cute on TikTok.
- I get served an ad.
- I forget.
- I see it again in an email.
- I click. I buy.
All on my phone.
Throughout the 2025 holiday season, more than half of ecommerce purchases were made on mobile. If your landing page takes too long to load? I’m gone. If your website is not otpimzied for mobile display? See ya.
What you can do:
- Optimize your mobile site. Now.
- Invest in mobile-native creative formats.
- Keep CTAs simple and tap-friendly.
I Know What I Want (Because You Retargeted Me 6 Times)
Here’s a secret: I don’t mind being followed.
If it’s relevant.
I’m not mad when I see that sweater I almost bought. I am mad when the ad shows up two weeks after I’ve already purchased it.
Keep in mind that last year, web traffic from generative AI tools surged 693% compared to 2024. Though still a modest piece of the traffic source puzzle. Smart retargeting? That’s where the magic happens.
What you can do:
- Use dynamic product ads tied to live inventory.
- Retarget across all channels (especially social, display, and audio).
- Time it right. Don’t creep, convert.
I Want Ads That Actually Feel… For Me
Let’s make one thing clear: I don’t hate ads.
I just hate irrelevant ads.
If you’re trying to reach families, show me families.
If there’s a discount code, don’t bury it.
If you want me to shop in-store, show me where.
Personalized creative = effective creative. I’m not asking for a handwritten note. But a little effort goes a long way.
What you can do:
- Tailor creative to different audiences.
- Use hyperlocal targeting for brick-and-mortar including dynamic location ads that show you how far you are from the store.
- A/B test offers and visuals to see what sticks.
One Last Thing…
If you really want to win me over this year?
Start early. Show up everywhere. Make it personal.
And please! Don’t just “holiday-ify” your regular ads with a snowflake sticker and call it festive.
Want to see what the best brands are doing? You’ll want this.
Download our 2026 Holiday Shopping Package
AKA your cheat sheet for everything we just talked about, plus campaign timelines, channel tips, and creative strategies.
Looking forward to seeing your ads.
Just don’t make me work too hard for the coupon, okay?
Sincerely,
Your Holiday Shopper
Looking to reach holiday travelers, too? Check out our companion blog on holiday travel strategy for tips, trends, and a link to the full Holiday Travel Package.