As the dust finally settles on a frenetic holiday season—and accumulates on the decorations and lights that have been stuffed into the attic—it’s time for marketers to pause, reflect, and evaluate the successes and the misses of the past few months. After all, those holiday campaigns were not just a whirlwind of tinsel and promo codes; they were packed with valuable lessons to guide our strategies in the year ahead.
At Wunderkind, we took a deeper approach. Instead of simply analyzing transactional data or brand metrics, we went straight to the source to uncover the “why” behind consumer behavior—the motivations, preferences, and actions that shaped purchases during the peak buying season.
And while everyone is busy trying to drink more water and stick to their resolutions, January offers a slightly quieter (and clearer) moment to dig into the wealth of insights from Q4. These invaluable learnings can help us craft smarter, more effective strategies—not just for this year, but for 2025 and beyond.
Early Shopping Trends: The Advantage of Starting Early
One of the most notable insights from the 2024 season is that shoppers are starting earlier than ever. Over a third (36%) of consumers began their holiday shopping in September or October to secure deals and avoid the rush. Only 6% identified as last-minute shoppers, emphasizing a growing trend toward early planning.
Strategy: Brands should launch campaigns earlier in the year to capture these prepared shoppers. For example, introducing back-to-school promotions that transition seamlessly into holiday campaigns can keep your brand top of mind. Early-bird discounts and exclusive offers through email and text campaigns are highly effective for this group.
The Power of Free Shipping
Consumers absolutely love free, fast shipping and the report revealed it as comfortably the most influential non-discount offer, selected by 61% of respondents as a decisive factor in their purchase decision. Boomers (75%) and women (64%) in particular, valued this perk.
Strategy: Offering free shipping as a baseline incentive during key shopping periods can drive significant conversions. To balance costs, consider tying free shipping to minimum purchase thresholds, encouraging larger basket sizes. Highlight free shipping prominently in your marketing messages to appeal to a broad audience.
Behavioral Triggers: Cart Abandonment and Browsing Data
Consumers are savvier than ever, with over a quarter (28%) purposely abandoning their carts, expecting follow-up offers through email or text. Gen Z led this behavior, with 33% admitting to this intentional tactic.
Strategy: Use cart abandonment as a signal rather than a setback. Behavioral triggers, such as automated emails or text messages sent within 24 hours of abandonment, can re-engage these consumers effectively. Pair these messages with limited-time offers or free shipping incentives to convert hesitant shoppers.
Opt-Ins Are the Foundation for Engagement
Building an opt-in list is essential for year-round success. In 2024, 72% of shoppers opted into 1-5 brands’ email or text marketing programs, with Millennials and Gen Z leading this behavior. However, Boomers showed significant room for growth, with 45% not opting into any brand communications.
Strategy: Build your email and text marketing lists year-round by offering incentives such as early access to sales or exclusive discounts. Once opted in, nurture these audiences with personalized and timely offers during peak shopping events.
Holiday Lessons for Year-Round Success
The insights from this report aren’t limited to the holiday season. Many of the behaviors observed during Black Friday and Cyber Monday can be applied to other key buying moments throughout the year, such as Valentine’s Day, back-to-school season, or summer sales events.
Strategy: Use the data to inform a year-round marketing playbook. Early engagement, behavioral triggers, and the strategic use of email and text channels are as effective in February or July as they are in November. Tailor your strategies to align with your brand’s unique buying seasons.
Why Download the Full Report?
The 2024 Holiday Shopping Insights Report dives deep into consumer behavior, providing actionable strategies for marketers. The downloadable asset offers:
– A detailed breakdown of psychographic insights, such as why shoppers abandon carts or wait for discounts.
– Recommendations for tailoring your campaigns to generational and gender-specific preferences.
– Year-round strategies to maximize ROI from email and text marketing channels.
By downloading the full report, you’ll gain access to comprehensive data and tactics that can help you engage consumers more effectively, whether during the holidays or throughout the year. Don’t miss this opportunity to refine your strategies and drive sustained growth.
Download – Consumer Psychology Unleashed: Peak Season Tactics That Work All Year