Store Brands Spotlight Episode 35: Retail Holiday Marketing

For years, marketers have approached the holiday season like a tentpole: launch big, push hard, and pull back once the calendar flips. But consumer behavior no longer follows that timeline. Today's shoppers browse in October, buy in November, and return or repurchase well into the new year.

Treating the holidays as a continuum of micro-moments rather than a single campaign window can drive better performance across the funnel. That means starting with upper-funnel awareness, staggering creative rollouts, initiating early prospecting, and retargeting post-holiday shoppers using lookalike modeling. Last-minute buyers aren't disorganized; they are opportunistic, and their behavior offers valuable insights into urgency, intent, and campaign timing.

Reece Caceres, head of Retail Media at StackAdapt, discusses ways retailers can enhance engagement with their shoppers during the holiday season.