Holiday marketing has changed. Today’s consumers expect brands to understand their preferences, anticipate their needs, and deliver highly relevant experiences across every touchpoint. In fact, McKinsey identifies customer engagement and ecommerce innovation as one of the most critical technology priorities for businesses over the coming years, rivaling investments in cybersecurity.
The stakes have never been higher. According to the National Retail Federation, a record 202.9 million Americans shopped during the Thanksgiving-to-Cyber Monday period, surpassing the previous year’s record. Shoppers spent an average of approximately $340 during the five-day event, while Mastercard SpendingPulse reported that Black Friday ecommerce sales alone grew 8.5% year over year.
Behind these headline numbers lies an important reality: brands that personalize, automate, and optimize their customer experiences are capturing a disproportionate share of holiday revenue.
This guide unpacks the data, trends, and consumer behaviors shaping the holiday shopping season. Inside, you’ll discover:
• Who today’s holiday shoppers are
• How they browse, research, and purchase
• Key spending patterns and category trends
• Website traffic and conversion benchmarks
• Campaign strategies driving engagement and revenue
• The channels and experiences winning customer attention
Whether you’re planning for BFCM, the broader holiday season, or your next major promotional event, these insights will help you build campaigns that cut through the noise and deliver measurable results.
What Are the Three Key Holiday Marketing and Black Friday Cyber Monday Cohorts?
The holiday season is crucial for businesses, and understanding your target audience is critical to success. Here, we analyze the three most essential BFCM customer cohorts that will shape the modern holiday marketing shopper landscape:
1. Gen Zs: Tech-Savvy Spenders in All Markets
By 2030, 75% of consumers will be Gen Z and Millennials. These young, tech-savvy individuals are driving a potential spending surge during the holiday marketing and Black Friday Cyber Monday season. 38% of US consumers between the ages of 18 and 24 are confident that the economy will rebound in the coming months, and this, coupled with their high social quotient, will make them eager to spend on experiences and brands that align with their values.
How to win them over? Leverage the digital landscape they inhabit, craft authentic brand stories this holiday marketing season, and offer innovative products and services that cater to their unique needs.
2. Silver Spenders: Red efining Retirement with Holiday Splurges
Forget the stereotype of frugal retirees! The over-65 population is exploding, with increased life expectancies and accumulated wealth leading to surprising spending power. This BFCM and holiday marketing-enthusiastic demographic prioritizes experiences, travel, and health & wellness, making them a valuable target market. High-income baby boomer and Silent Generation consumers (those whose household incomes exceed $100,000) are a sizable cohort in the United States, making up 30 percent of the market—and they’re more likely to spend on discretionary purchases during the holiday marketing season, such as home improvement and gardening, compared with lower-income consumers their age.
Unlock their potential: Tailor holiday marketing products and services to their needs, focusing on accessibility, convenience, and experiences that enrich their golden years.
3. The Squeezed-But-Splurging Middle Class: Prioritizing Experiences Despite Tight Budgets
Rising costs are squeezing budgets, but here’s a surprising twist: middle-class consumers are still planning to splurge on discretionary holiday spending, mirroring high-income earners. This “squeezed-but-splurging” phenomenon suggests a shift in priorities during the holiday marketing season, where value remains important, but experiences and products that enhance well-being and social status become attractive.
How to reach these value-conscious consumers? This holiday marketing season offers attractive financing options and loyalty programs while promoting premium products that resonate with their aspirations.
By understanding these three key cohorts, businesses can develop targeted strategies to attract the modern holiday shopper. From Gen Z’s tech-driven demands to the growing silver spender market and the value-conscious, experience-seeking middle class, the holiday marketing season offers exciting opportunities to cater to these diverse customer groups.
The following section dives into what’s trending for retail brands this holiday marketing and BFCM season. We’ll explore what shoppers can expect and how brands can make their lives easier.
Early Bird Shoppers, Flatlining Traffic? Turn the Trend Around This Holiday Season
According to research, the holiday season website traffic, especially on Black Friday Cyber Monday, dipped 1.5%. This might seem surprising, but it aligns with two key trends:
- Earlier Holiday Shopping: Retailers started their holiday campaigns in August, and according to McKinsey’s survey, half of shoppers began buying before Halloween. This allows consumers to plan their spending and budget more effectively.
- Shifting Trends: The “early bird” approach is especially relevant for electronics, which were once heavily tied to Black Friday deals.
One interesting exception: While overall traffic declined, health and beauty significantly increased. However, this growth was concentrated among established brands with strong customer loyalty, reflecting a broader pattern observed in Black Friday data.
The following is a distribution of where most buyers interacted with holiday offers – Organic search was leveraged the most by shoppers, social channels, and company websites.
Beyond the Homepage: Demystifying Holiday Traffic Across Marketing Channels
The average difference in traffic between online and offline channels across major US calendar holidays and BFCM season can be seen in the following graph –
Black Friday dominated NA online sales, followed by Cyber Monday. Interestingly, though the typical weekends generated almost as many or more in-store purchases when it came to holidays, online stores dominated their in-store counterparts.
Holiday Marketing Mobile Statistics
The holidays are a prime time for mobile shopping, and the numbers don’t lie. A whopping 47% of all U.S. online holiday sales came from smartphones and tablets, a significant jump from just a year prior. This trend extends beyond the season – 76% of Cyber Week traffic originated on mobile devices! Even Christmas Day saw a mobile surge, with 60% of revenue from phone and tablet purchases.
The message is clear: prioritize a mobile-optimized shopping experience for your customers for a successful holiday season.
The following graph shows the preferred checkout devices leveraged by most shoppers and the number of items they bought per device –
Smartphones surprisingly ranked second for the number of items purchased per order, despite desktops taking the top spot. This could be because:
- Spontaneous Shopping: Mobile phones are with us constantly, making impulse purchases on them more convenient.
- Smaller Orders: Smartphones might be better suited for smaller, quicker purchases, while desktops facilitate larger, bulkier orders where users feel more comfortable comparing options and finalizing purchases.
Holiday Marketing and BFCM Email Marketing Statistics
Holiday marketing and BFCM last year saw a surge in email volume compared to the previous year. This email frenzy wasn’t limited to just those two days either – significant spikes were leading up to and following the BFCM shopping season.
The Discerning Dollar: Reignite the Holiday Shopping Spark for Budget-Conscious Consumers
During the holiday marketing season, consumers approach their purchases discerningly. While the number of orders on Black Friday Cyber Monday jumped by 18% last year, the average amount spent per order decreased by 2%. This suggests a trend, where people make more purchases but being mindful of their budgets.
There are a few factors likely at play here:
- Earlier Shopping Season: With holiday marketing promotions starting sooner, the season might not hold the same allure it once did. Shoppers are spreading their purchases and taking advantage of deals throughout the season.
- Inflation Woes: As inflation pinches wallets, many consumers plan to buy fewer gifts. This sentiment could explain the drop in order volume for categories like toys and electronics.
- Strategic Stockpiling: Interestingly, we see increased order volume for apparel, footwear, and health & beauty. This could signify a “lipstick effect” – a phenomenon where consumers treat themselves to more minor indulgences during economic downturns, as Leonard Lauder of Estee Lauder suggested. Additionally, shoppers might strategically store essentials while they’re on sale.
The takeaway for retailers? Consumers are value-conscious this holiday marketing season. Focus on offering compelling deals and promotions to entice shoppers. Additionally, highlight essential items and cater to the “lipstick effect” by promoting smaller, affordable treats.
How did the holiday shoppers pay for their gifts?
Holiday and BFCM shoppers used various payment methods to cover gifts this holiday season. About two-thirds (66%) used cash, including debit cards, and more than a quarter (28%) used money from their savings to pay for gifts.
Key takeaways from this section: Holiday shoppers are strategic but impulsive. While many (60%) snag deals, some experience post-purchase regret. The good news for retailers is that Cyber Week saw a 5% drop in abandoned carts, suggesting strong buying intent.
Beyond the Gift Rush: Building Loyalty to Retain Customers Beyond the Holidays
Data shows that large retailers have more purchases coming from returning customers than mid-sized businesses. This suggests they’re investing more in keeping shoppers loyal.
Here’s the reality: customers either stick with you or they don’t. While everyone wants loyal fans, some churn is unavoidable. The key is to plan to convert unidentified shoppers into repeat buyers. By focusing on retention, retailers can unlock significant benefits – studies show leaders see 4-12x increases! This is especially crucial during economic downturns when consumers are more cautious about spending.
Email and other owned channels become even more important for driving sales with marketing budgets tightening. We’ve already seen retailers adapt to lower order volume by focusing on their existing customer base throughout October.
The holiday sales mirrored the trend of prioritizing existing customers. Retailers, facing rising acquisition costs and softening demand, saw a 4% increase in repeat shoppers compared to last year. This reflects their focus on retention strategies. Consumers, driven by price-consciousness, also stuck with familiar brands, opting for predictability over experimentation.
However, the holiday marketing season wasn’t all about loyalty. Data reveals that first-time shoppers comprise the biggest segment (53%). The next largest group (32%) were those with at least three prior Black Friday Cyber Monday purchases, indicating a core group of returning bargain hunters.
Turning new customers into regulars is key! Data shows that 3.5% of recently identified shoppers made holiday purchases, particularly in apparel, health, and beauty—categories known for high customer lifetime value.
Think about it: a customer who loves your clothes can become a loyal fan for years, buying new styles and seasonal items. Similarly, health & beauty brands can leverage loyalty programs to recommend new products, refills, and personalized offers.
Larger retailers have an edge here. They have the resources to implement complex strategies, integrate data across platforms, and run established loyalty programs – all factors that boost identification rates. The holiday marketing numbers are a clear sign: retention should be a top priority for every retailer, year-round, not just during the holidays.
BFCM Email Marketing Benchmarks
Conversion Rate of Triggered BFCM Email Campaigns
Abandoned Cart emails remained champions: These reminders, consistently the top performer year-round, nudge customers who haven’t completed their purchases. Remember, abandoned carts often double as wishlists – a gentle reminder with an incentive can lead to a completed sale.
Price Drop notifications took silver: These targeted messages resonate with customers who’ve shown interest in specific items, making a price reduction even more enticing.
Back in Stock alerts came in third: Customers appreciate being notified when desired items are restocked, driving sales during Black Friday’s high demand.
Post-purchase emails lagged: While fostering long-term loyalty, these messages are less likely to trigger immediate conversions on Black Friday. They might inspire future actions like reviews, but immediate purchases are less likely, especially after a recent purchase.
This highlights the importance of tailoring BFCM email marketing triggers to specific customer actions and purchase stages. The right message at the right time can significantly impact Black Friday sales.
Did you know? You can now integrate app and web functionality to reduce shopper friction inside your shoppers’ inboxes. Check out Shoppable Channels today!
The Rise of AI Shopping Agents: Agentic Commerce Takes the Reins
While understanding human shopper cohorts is critical, a new type of buyer has firmly entered the BFCM landscape in 2026, and it isn’t human. Welcome to the era of agentic commerce, where AI shopping assistants autonomously browse, compare, and even execute purchases on behalf of consumers.
The Shift to Zero-Click Commerce: With the widespread adoption of frameworks like the Agentic Commerce Protocol (ACP), AI agents can now complete transactions seamlessly without a human shopper ever visiting a storefront or clicking “Add to Cart.”
- From SEO to AEO (Answer Engine Optimization): AI agents don’t respond to homepage banners, pop-ups, or lifestyle photography. Instead, they evaluate price-to-specification ratios. This makes Answer Engine Optimization non-negotiable. Retailers must ensure their product catalogs feature comprehensive, machine-readable structured data (schema markup) so AI tools can accurately parse pricing, real-time inventory, and detailed product specifications.
- The Impact on Peak Shopping: During high-traffic events like Black Friday and Cyber Monday, AI agents represent incredibly qualified traffic. They don’t abandon carts due to distraction or multi-step checkout friction. Instead, they lock in on price drops, back-in-stock alerts, and fast checkout APIs, delivering significantly higher conversion rates.
To capture this new automated revenue stream, modern retailers must shift their focus beyond traditional user interfaces. Prioritizing clean data feeds, transparent pricing, and API-driven checkout support that easily accommodates machine-initiated payments will be the key differentiator for the holiday seasons to come.
Unlock Your Brand’s Potential: Strategic Recommendations for Success
The following ten vital strategic recommendations put forward will help you craft the perfect holiday marketing, BFCM and BFCM email marketing campaigns:
- Start Planning Early: Begin preparations well in advance to ensure every aspect of your campaign is meticulously planned and executed.
- Understand Your Audience: Use data and analytics to understand your audience’s preferences, shopping behaviors, and previous purchase history.
- Optimize Your Website: Ensure your website is optimized for speed, mobile usability, and overall user experience to handle increased traffic.
- Create Compelling Offers: Develop attractive offers and discounts that stand out and appeal to your target customers.
- Leverage Email Marketing: Utilize email marketing to engage with your customers, build anticipation, and inform them about upcoming deals.
- Enhance Product Pages: Make sure product pages are detailed, with high-quality images, clear descriptions, and customer reviews to boost conversions.
- Streamline Checkout Process: Simplify the checkout process to reduce cart abandonment rates and improve overall sales.
- Utilize Social Media: Promote your Black Friday deals on social media to increase visibility and reach a broader audience.
- Prepare for Customer Support: Ensure your customer support team is ready to handle the increased volume of inquiries and issues promptly.
- Analyze and Adapt: After Black Friday, analyze the performance of your campaigns to understand what worked and what didn’t, and use these insights for future improvements.
Conclusion
In conclusion, the 2026 holiday marketing season presents a prime opportunity for retailers to capitalize on the latest trends and consumer behaviors. This comprehensive guide highlights the essential importance of understanding the modern consumer’s preferences, browsing habits, and spending patterns. Black Friday and Cyber Monday remain critical for driving sales, with significant insights into website traffic, category affinities, and the shift towards mobile shopping.
Retailers must leverage personalized experiences, optimize their digital presence, and craft compelling offers to attract and retain customers. Early planning, utilizing data-driven strategies, and maintaining robust customer support cannot be overstated. Email marketing, social media promotion, and seamless checkout processes are vital to successful holiday campaigns.
The rise in repeat purchase rates and the significant portion of first-time shoppers indicate the dual focus on retention and acquisition strategies. Businesses can create tailored marketing efforts that resonate with diverse audiences by targeting key customer cohorts such as Gen Z, silver spenders, and the value-conscious middle class.
As we move into the peak shopping season, the key takeaway is clear: prioritize a customer-centric approach, leveraging insights and trends to deliver memorable shopping experiences. Retailers can maximize holiday sales and build lasting customer loyalty, ensuring a prosperous holiday season.
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