By Andrew Sims, Senior Strategic Account Manager, 4D

As the glorious days of summer begin to wane, colder weather and the hustle of the holiday season are quickly approaching. I know I know – we’ve not even hit Halloween yet! However, we are just under four months away from the festive celebrations of Christmas, Hanukkah, and the broader holiday season.

While it may feel too soon to mention, the reality is that many consumers are already shifting their focus towards holiday spending. In fact, 34% of U.S. shoppers started their holiday shopping as early as July this year, an increase from 28% in 2023. 

Thanksgiving falls later this year, shortening the peak holiday spending season by nearly a full week. This gives brands less time to connect with consumers, making it crucial to act swiftly. To maximize opportunities, businesses should target early shoppers and ensure they’re strategically positioned at key points in the consumer’s shopping journey. 

Did you know that retail e-commerce is projected to grow to $6.3 trillion this year, with 91% of online shopping taking place on mobile devices? 

There is a BIG question many brands will be asking themselves over the coming weeks –‘how can we hit the mark with our holiday strategies and truly reach consumers in the moments that matter? 

Don’t fret. 4D is here to save the day (and spread the festive cheer)! 

The year’s final quarter is packed with key seasonal events, from Thanksgiving to Black Friday, Cyber Monday, and Christmas. For brands, the time to start planning is now. A deep understanding of consumer behavior and online habits is essential to identify where they’ll be spending their time. 

• Will the “Miracle Workers” be turning to their laptops in October to research Thanksgiving meal prep ideas? 
• Will the “Early Elves” be seeking Christmas and Hanukkah gift ideas as early as late September? 
• Will the “Rapid Robins” be scanning online gift recommendations and Christmas blogs for inspiration before it’s too late? 
• And, will most consumers be holding out for Black Friday sales, making purchasing decisions under the shadow of economic uncertainty? 

Regardless of when or how you aim to capture your audience’s attention, it’s crucial to first understand their mindsets and the online spaces they trust most.

The good news is, 4D’s advanced contextual targeting and insights solution can support you in capturing audiences in the perfect moments this holiday season. 

If you want to know how best to build your seasonal strategy this coming quarter, download our Q4 Seasonal Playbook today.

Once downloaded, feel free to get in touch with me, and we’ll start you on your contextual journey.