Understanding consumer behavior is essential for marketers, particularly during red-letter days and peak shopping seasons. In late January 2025, Wunderkind, in collaboration with Industry Dive, hosted a live virtual event to unveil insights from their exclusive original research, Consumer Psychology Unleashed: Peak Season Tactics That Work All Year.
The research surveyed over 300 U.S. consumers, representing a diverse cross-section of gender, ethnicity, age, and household income. The goal? To uncover the “why” behind consumer behavior—the motivations, preferences, and actions that drive purchases during peak buying seasons.
To bring the findings to life, Wunderkind’s in-house experts—Tim Glomb, VP of Digital Content and AI, and David Freund, AVP of Product and Client Strategy—analyzed the data through a forensic lens. They shared actionable insights and strategic takeaways that extend far beyond the 2024 holiday season. These learnings can inform strategies for every high-stakes shopping event, from Valentine’s Day and Mother’s Day to back-to-school and summer sales.
Watch Now – Consumer Psychology Unleashed: Peak Season Tactics That Work All Year
Intentional Cart Abandonment and Savvy Shoppers
A notable insight is that 28% of consumers abandon carts on purpose, anticipating follow-up offers, with Gen Z leading this behavior. This reflects an increasingly savvy shopper base that understands the value of patience and strategic decision-making.
Strategy:
– Use triggered messaging to re-engage shoppers who leave items in their carts, personalizing the follow-up based on browsing behavior and purchase history.
– Avoid defaulting to discounts. Instead, emphasize urgency and clarity: “This is the best price available now.”
– Recognize that this behavior isn’t exclusive to holiday shopping. The same psychology applies during any promotional period, making this a year-round opportunity.
Free Shipping: A Universal Driver
Consumers consistently rank free shipping as a top motivator, with 61% identifying it as the most influential offer—a trend driven by the convenience-focused mindset fostered by companies like Amazon.
Strategy:
– Test free shipping offers alongside other value propositions like free gifts or exclusive perks to determine what resonates most with your audience.
– Incorporate free shipping thresholds or seasonal promotions into your marketing strategy for events like Mother’s Day, summer sales, and more.
– Understand that free shipping’s effectiveness may vary by category. Regular testing can help refine its role in your overall strategy.
Discounts and Perceived Value
The psychology of discounts reveals a clear tipping point: 25% off is often viewed as a “good deal”, though larger discounts resonate more during competitive seasons. Consumers expect more aggressive offers during high-pressure times, such as Black Friday or Valentine’s Day.
Strategy:
– Match discount levels to consumer expectations for each shopping period. A 10% discount might work during non-peak times, but holidays demand higher incentives to stand out.
– Use messaging to emphasize value even when discounts are modest. Transparency builds trust and helps consumers feel confident in their decisions.
Building a Valuable Opt-In List
Opt-ins remain a critical entry point for engaging consumers. 72% of consumers said they opted into one to five brands for email or text marketing during the holiday season, with Millennials and Gen Z leading the trend.
Strategy:
– Build and nurture your list year-round. Offer compelling incentives tied to upcoming seasons, such as early access to Valentine’s Day or back-to-school sales.
– Test opt-in capture methods to maximize effectiveness. Brands like Kurt Geiger have doubled their opt-in rates by leveraging tailored strategies and advanced tools.
– Deliver on the promises made during opt-ins—the value exchange is key to retaining engagement.
Converting Procrastinators
Procrastination is a common consumer behavior, with 21% of shoppers waiting until the last possible moment to make purchases. These shoppers are often driven by urgency and clarity of deadlines.
Strategy:
– Use countdown timers, urgent messaging, and clear deadlines to push procrastinators to act.
– Apply these tactics across all high-pressure shopping periods, ensuring clarity around shipping cutoffs and promotional expirations.
– Leverage urgency as a universal driver, applicable to any shopping season or vertical.
Personalization Through Email and Text
Email and text messaging consistently outperform other channels, driven by their ability to deliver highly personalized, timely, and relevant content.
Strategy:
– Move beyond batch-and-blast campaigns. Leverage behavioral data to create personalized messages that resonate.
– Use AI-driven platforms to optimize send times, offers, and messaging for individual consumers.
– Look ahead to the future of marketing: campaignless strategies that rely on real-time, individualized experiences.
Actionable Takeaways for 2025
– Leverage consumer psychology to inform strategies for every peak buying season, from Valentine’s Day to back-to-school.
– Personalize offers and messaging based on consumer behaviors like early shopping, cart abandonment, and procrastination.
– Build robust opt-in lists year-round to ensure strong performance during high-stakes periods.
– Emphasize seamless digital experiences and hybrid options to meet evolving consumer expectations.
As David Freund aptly noted, “Understand who your shoppers are and when they’re buying. Use that data to create personalized experiences that resonate year-round.” To dive deeper into these insights and strategies, download both the report titled Consumer Psychology Unleashed: Peak Season Tactics That Work All Year as well as Wunderkind’s various 2025 Consumer Insights Reports, including US, UK and Australian versions. Prepare your brand to dominate every shopping season in 2025.
Watch Now – Consumer Psychology Unleashed: Peak Season Tactics That Work All Year