The 2025 holiday season is closer than it feels—and if last year taught us anything, it’s that brands win by planning early, adapting fast, and connecting meaningfully. This year brings tighter timelines, higher expectations, and a consumer who’s both deal-hungry and ready to splurge—if you earn it.
Here’s what you need to know—and do—right now to win this holiday season.
1. Forget Cyber 5—Own the Turkey 12
Planning around Cyber 5 is no longer enough. Promotions are starting earlier—and the window that matters most is now the “Turkey 12”—from November 21st to December 2nd. Even with an extra day this season, urgency is rising and conversion moments are tightening.
What now, marketers?
- Finalize creative, media, and promo plans for the Turkey 12—now.
- Kickstart engagement and test messaging during October tentpoles like Prime Big Deal Days.
- Align teams early on promo drops, shipping cutoffs, and in-store events.
2. AI, Social Commerce, and Retail Media Are Reshaping Discovery
Consumers are shopping in places that didn’t exist a year ago—or didn’t matter as much. AI-powered search, social feeds, and retail media placements now shape discovery—replacing traditional brand touchpoints. To stay visible, you need to optimize product content, feed structure, and social engagement—not just paid media.
What now, marketers?
- Optimize product content, feeds, and site experiences for AI-driven discovery.
- Build native, shoppable content for social platforms.
- Invest in retail media and social commerce to win in high-intent moments.
- Start planning for agentive commerce—it’s closer than you think.
3. Shoppers Are Saving to Splurge—Make It Worth It
Today’s shopper is a value-maximizer. They’re cutting back on basics so they can splurge on items that feel meaningful, useful, and elevated—especially when it comes to gifts. This “save to splurge” mindset is especially prevalent among younger consumers, who say they want sustainability and experiences—but default to speed and convenience unless a brand gives them a reason to spend.
What now, marketers?
- Lead with value and meaning—not just discounts.
- Position elevated essentials as thoughtful splurges.
- Give shoppers a reason to choose your brand, like emotional value, quality, or purpose.
4. Ecommerce Will Grow—But Stores Still Win Volume
The path to purchase is omnichannel—and deeply situational. Ecommerce will grow, especially among Gen Z and Millennials, who will drive more than 60% of holiday spend this year1. But the truth is, consumers don’t think in channels—they switch seamlessly between them. In person still wins for last-minute buys, inspiration, and pickup. Your job is to connect it all.
What now, marketers?
- Build a frictionless, omnichannel journey where consumers can research, buy, and return anywhere.
- Complement digital discovery with in-store education and inspiration.
- Promote BOPIS (Buy Online, Pick Up In Store) and BORIS (Buy Online, Return In Store) early—and often.
Is Your Brand Ready for Holiday 2025?
The brands that win won’t just start early—they’ll start smarter. With sharper priorities. Aligned teams. And marketing that actually meets the moment.
Need a partner to help get you there? Ovative’s media and measurement experts are here to help. Let’s make holiday 2025 your best yet.
Sources: 1) PWC
