Although discussing Christmas in the middle of August may seem discordant or even overwhelming, the reality is that, in the world of marketing and advertising, anticipation is of paramount importance. For this reason, Intuit Mailchimp has just published its report “Holiday Shopping Unwrapped: Marketing Strategies for the Moments That Matter,” prepared in collaboration with Canvas8 and Marketoonist.
This breaks down the holiday shopping campaign into seven phases, each one marked by different emotional and spending patterns. To create this report, Mailchimp sought input from experts and surveyed 9,356 individuals from Australia, Belgium, Luxembourg, the Netherlands, Canada, Italy, Spain, Germany, Denmark, Norway, Sweden, the United Kingdom, and the United States.
Jillian Ryan, Senior Director of Content Strategy at Mailchimp, explains: “The key to reaching shoppers effectively is to understand where consumers are—physically, emotionally, and culturally—during each phase of the holiday season. Our research provides a compelling insight into these motivations, offering marketers new insights and strategies to connect with shoppers.”
The study reveals that 43% of consumers made at least one Christmas or holiday-related purchase in October (corresponding to the first of the seven identified phases). This confirms that anticipation is a highly present component in these purchases.
Furthermore, although discounts are typically cited as the main catalyst for shopping during this period, the truth is that 52% of those surveyed stated that their primary motivation for shopping during the holiday season is to make others happy.
Having reviewed these two key data points, let us examine the seven phases into which Mailchimp has divided the holiday campaign according to spending patterns, emotional drivers, and purchasing behaviors:
Although October may seem like an early month for holiday shopping, 43% of consumers already begin making their Christmas or holiday season purchases (including those for occasions such as Halloween) during this period. At this stage, shoppers are driven by the desire to “finish before everyone else” and by the pride in having gotten ahead of the festive season.
As November progresses, the holiday spirit begins to gain momentum, marked by the arrival of festive music and movies, and audiences become more receptive.
For joyful shoppers, the desire to give something meaningful often outweighs the appeal of discounts. Additionally, among those who purchase gifts for others during the Christmas campaign, less than 31% say that price is an influential factor compared to other times of the year.
The most intense phase arrives with Black Friday and other seasonal promotions. At this time, 75% of shoppers take advantage of deals to purchase at least one gift, whether for others or for themselves.
The deal enthusiasts, a key audience during this phase, form a broad group that seeks out the best opportunities and enjoys the satisfaction of having made a smart purchase.
This is a dynamic period in which both those who are already immersed in holiday shopping and those who are just beginning are active. It is a key moment for individuals who take their time to find the perfect gift with a story behind it.
During the fourth phase, 26% of consumers made a purchase, often motivated by local traditions.
The days leading up to Christmas reveal both those devoted to traditions and those rushing to finalize their shopping in time. The latter yearn for their gifts to arrive on time and will turn to any brand that fulfills this promise.
Globally, 78% of those considering a purchase on the last Saturday before Christmas buy gifts for others, while 52% make a purchase on Christmas Eve, right at the last moment.
This is the time when self-gifters come into play. Among shoppers in Australia, Canada, and the United Kingdom, 68% of those considering a purchase on Boxing Day (December 26) do so for themselves.
During this period, consumers enter a self-indulgent phase driven by post-holiday relief.
Consumers shift from festive gifting to personal reflection. Those seeking self-improvement take advantage of January purchases to fulfill their resolutions, especially in Europe, where 63% purchase items for themselves.
Understanding these phases and the seven archetypal shopping behaviors that define them can be extremely useful when developing a successful holiday strategy.
“This report shows us that marketers have clear opportunities to reach customers, regardless of whether they offer promotions or operate outside traditional shopping periods,” states Ryan. “There are all types of shoppers, and a single consumer may embody different archetypes as the season progresses. This new research builds on Mailchimp’s legacy of helping marketers understand and segment their audiences, ensuring that the right message reaches the right customer at the right moment.”
Photo: GPT-5
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