7 Phases of Holiday Shopping That E-shops Should Know How to Leverage

Holiday shopping has long ceased to run at one pace. Customers behave differently in October when they are still planning, differently in November when discounts peak, and completely differently during the inter-holiday period when they shop for themselves. For e-shops, it is therefore crucial to understand the season not as a monolithic block, but as a sequence of changing waves that need to be captured and utilized.

The data comes from an international survey conducted by Canvas8 for Mailchimp in February this year. Data collection took place on a sample of over 9,300 respondents from the United States, Canada, Australia, and ten European countries including Germany, Italy, and Spain. Marketing and retail experts also contributed to the results, placing them in a broader context.

7 Phases of the Holiday Season

1. Early Lead-Up (October)

Already at the beginning of October, a phenomenon that experts call Christmas Creep appears. This involves Christmas products on shelves when Halloween pumpkins haven’t even been put away yet. Most customers react with confusion and perceive premature holiday campaigns negatively. Despite this, there is a specific group of consumers who pride themselves on having gifts sorted out earlier than others. These customers respond to early autumn promotions and discounts even before Black Friday. They appreciate communication that emphasizes preparedness and sensible planning, rather than ostentatious holiday mood.

2. Pre-Peak Sales (early November)

In the first half of November, consumers gradually get into the holiday mood. Brands enhance the atmosphere with symbolic elements – seasonal products, special packaging, or the first Christmas ads that hint that the holidays are approaching. During this period, those for whom the joy of giving is more important than the actual discount amount reign. Often these are older age groups who shop for multiple generations and are motivated by nostalgia and family tradition. Research shows that the importance of price drops by a third for Christmas gifts compared to regular purchases during the year.

3. Peak Sales (mid to late November)

Black Friday and Cyber Monday remain the most prominent events of the season. Up to three-quarters of consumers in the survey confirmed they shopped during this period. Here, customers prevail who not only seek discounts but consider them the main motivation. Some wait weeks to make purchases, others carefully prepare their cart in advance. Value for them lies not in the product, but in the feeling that they managed to “win” and save money.

4. Festive Phase (early December)

When the lights fully light up and family gatherings begin, shopping behavior changes. Customers seek more than just a good deal. During this period, customers prevail who want to find a gift with a real story. They look for unique products, handmade items, local brands, or personalized gifts. It’s not important for them to spend less than bargain hunters – what matters is that they put effort into selection and the gift has emotional value. This trend is visible especially among younger generations, for whom authenticity is often more valuable than the price tag.

5. Last-Minute Sprint (mid-December)

As Christmas approaches, half of customers already have their gifts sorted, but the other half finds themselves under pressure. In e-shops and stores, those who left shopping to the last minute are hunting. At this time, logistics decides: availability of inventory, delivery speed, or the possibility of pickup in store. Stress is often greater than price, and proper service can significantly alleviate it. Interestingly, in the last days before Christmas, part of sales shifts from online space back to brick-and-mortar stores, because customers no longer trust that the courier will deliver their package on time.

6. Betwixtmas (December 24-30)

Shopping doesn’t end even after Christmas. The days between holidays have transformed into an independent shopping phase. Many use them for gift exchanges or to treat themselves to something on sale. Often these are products they didn’t find under the tree or small items they want to reward themselves with after the holiday rush. This phase is comparable to November sales, especially in categories like electronics, fashion, or household items.

7. New Year (late December – early January)

At the turn of the year, attention turns from gifts to self-development. Customers begin looking for products that will help them fulfill their New Year’s resolutions. The greatest interest is in sports equipment, healthy lifestyle products, cosmetics, or home furnishings. Important is the combination of favorable price and the feeling that the purchase contributes to change for the better.

How E-shops Can Leverage Holiday Shopping

The key finding is that the holiday season has long ceased to be a monolithic block ending on December 24. It breaks down into several phases that have different dynamics and consumer motivations. The “one campaign for everyone” strategy is not enough. Success will belong to those who can precisely time their activities and adapt the tone of communication to the current consumer mood.

In October, communication about sensible planning and preparation works, while at the beginning of November, customers already respond to emotional messages and traditions. At the end of November, attention is fully focused on discounts, but with the arrival of December, space opens again for stories and authenticity. In mid-December, price ceases to be the biggest problem and speed and reliability come to the forefront. After Christmas comes a wave of self-development and self-reward, which naturally culminates in January sales oriented toward a new beginning.

For e-shops, it is therefore essential to approach the holiday season flexibly. It’s not enough to prepare one big Black Friday campaign. You need to think about the fact that different customers shop at different times, for different reasons, and in different emotional settings. Knowledge of these seven phases gives merchants the opportunity to distribute budget and energy more efficiently, target communication more precisely, and ultimately gain a larger market share.