Consumer Digest: Holiday
This edition of the Consumer Digest explores how shoppers plan to prepare for the holidays. While every household has their own traditions, the data reveals consumer sentiment and behavioral trends that CPG brands should consider when building out seasonal marketing strategies. Let’s dive in:
Shoppers are sticking to their budgets
Between gifts and gatherings, holiday expenses add up quick. Consumers are keeping a close eye on their finances (like last year), seeking out sales and promotional deals wherever they’re available.
Takeaway: Price perception matters. Small discounts incentivize shoppers to choose your brand and makes them feel like they’re getting a deal. Win-win!
Shoppers are getting a head start
By the time holiday music starts on your local radio station, three out of four shoppers are already in planning mode.
What it means: Early holiday-inspired messaging aligns with shopper behavior. Introducing seasonal products or promotions during the initial planning stages positions your brand as a party partner throughout the season.
Store visits
December holidays make for full hearts and empty pantries. Somewhat surprisingly, shoppers say they plan to increase store visits in late December and into January.
Why it matters: Brands have even more opportunities to drive sales after December holidays end. Whether they’re planning for New Year’s celebrations or just restocking the basics, every trip is a chance to become part of consumers’ 2026 routine.
Putting a bow on it
Consumer activity peaks from November through January. In an ultra-competitive marketing landscape, building connections with holiday shoppers requires using every data point to your advantage.
Aligning your messaging with the needs of hosts, home chefs, and budget-conscious households can turn seasonal shoppers into loyal customers well into the new year. Download the 84.51 Consumer Digest for insights that can help make it happen this holiday season.
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