When marketers think about the holiday season, the focus often turns to Black Friday, Cyber Monday and the promotions that drive year-end sales.
But by the time those campaigns go live, many consumers have already spent weeks researching products, comparing prices and deciding which brands they'll consider.
That's worth keeping in mind as marketers finalize holiday campaigns and media plans. While purchases may happen during the holiday rush, the customer journey often begins much earlier. Understanding that journey—and showing up before shoppers are ready to buy—can help brands stay top of mind when purchase decisions are finally made.
1. Consumers Research Before They Buy
Holiday shopping doesn't begin when a shopper clicks "Buy Now." It starts with research.
Consumers spend weeks comparing products, reading reviews, exploring gift ideas and evaluating brands before they're ready to make a purchase.
For marketers, that means the planning and consideration phases deserve just as much attention as promotional periods. Waiting until Black Friday to capture attention may mean arriving after consumers have already narrowed their choices.
By the time many shoppers are ready to purchase, they aren't deciding what to buy—they're deciding where to buy it. Brands that invest in the research phase are more likely to be part of that final consideration.
2. Visibility Matters Before Conversion
Holiday campaigns naturally focus on driving sales, but consideration is where many purchase decisions are shaped.
Every email opened, sponsored article read, retail media placement seen or product comparison viewed helps consumers narrow their options. By the time they're ready to purchase, they're often choosing from a relatively small group of brands they've already researched.
That's why visibility throughout the research phase matters just as much as showing up during peak shopping days. The goal isn't just to generate conversions. It's to build familiarity and trust before consumers are ready to act.
3. Holiday Readiness Starts Before Campaign Launch
The strongest holiday campaigns are built long before they're launched.
Holiday readiness starts with aligning messaging, audiences, content, measurement and partner strategies before the season reaches full speed. It also means thinking beyond individual promotions to create connected experiences that support shoppers from discovery through purchase.
Planning early gives marketers more time to test creatives, refine messaging and optimize campaigns before competition for consumer attention reaches its peak.
Looking Beyond the Holidays
Holiday shopping offers more than a seasonal sales opportunity. It reinforces an important reality: Consumers often make purchase decisions long before they complete a transaction. Brands that educate, inform and stay visible throughout that journey are better positioned when shoppers are ready to buy.
For marketers, advertisers and industry partners, holiday success isn't determined by what happens on Black Friday. It's shaped by the work done in the weeks—and often months—leading up to it.
