Written by Katelyn Madsen | 4-minute read
Holiday shopping doesn’t begin and end in December—it’s a journey that starts as early as October and unfolds in distinct waves. According to new research from Intuit Mailchimp, the season can be broken into seven phases, each defined by unique emotions, spending habits, and shopper types. From early list-checkers to last-minute sprinters, these phases reveal how consumers navigate the busiest retail period of the year and provide marketers with a roadmap for reaching the right audience at the right time.
To uncover these patterns, Intuit Mailchimp surveyed more than 9,000 consumers across 13 countries, including the United States, Canada, Australia, and much of Europe. Participants shared insights on their shopping behaviors, from product categories and promotional events to the motivations that shape their decisions throughout the year. The findings offer a detailed look at how people approach the holidays and what drives them to spend.
The Seven Phases of the Season
The holiday season can be broken into seven phases, each shaped by its own emotions, spending habits, and shopping behaviors. Knowing what drives shoppers at each stage can help brands craft strategies that truly connect.
Early lead-up: Gift-Giving Lifers
Ready or not, the holidays start October first. While some roll their eyes at the early cheer, plenty of shoppers jump right in, eager to cross names off their lists before the rush begins. These shoppers seem to be inherently motivated by a sense of being well-prepared, with expert Julian Givi saying that “part of their motivation might also be the satisfaction of telling others they’re finished.” Data shows the trend clearly: during Amazon’s Prime Big Deal Days, 69% of U.S. shoppers who considered a purchase were already buying gifts for others.
- Shop Opportunity: Highlight giftable items and frame messaging around smart, early planning.
Pre-peak sales: Joyful Shoppers
By the beginning of November, shoppers really start to embrace the holiday season. At this stage, many are less focused on snagging the lowest price and more intent on finding gifts that feel meaningful. In fact, 31% fewer shoppers say price influences their choices compared to other times of the year. For this kind of shopper, thoughtfulness is more important than discounts.
Often older consumers, Joyful Shoppers are nearly 25% more likely to purchase during this time of the holiday season. They are less swayed by urgency and limited-time offers, instead motivated by joy, nostalgia, and the emotional impact of giving. They often shop for multiple generations, with 59% motivated by the joy of giving and price weighing 35% less than at other times of the year.
- Shop Opportunity: Frame the messaging to appeal to the love of meaningful giving. Highlight products that spark joy, create connection, and hold value across generations.
Peak sales: Discount Devotees
Peak events like Black Friday mark the height of holiday shopping. This is when most consumers jump in, buying for others and often for themselves too. An impressive 75% of global shoppers have made a purchase tied to at least one moment during this phase, with the moments being Thanksgiving, Black Friday, and Cyber Monday. These are the shoppers who thrive on the chase, crave the bargain, and take pride in feeling like they beat the system.
- Shop Opportunity: Offer exclusive access, tiered rewards, and limited-time promotions to capture this deal-driven audience.
Festive Phase: Curators
From early to mid-December, the excitement of the season brings shoppers. Some shoppers are steadily working through their lists, while others are only just beginning. About 26% of consumers make purchases during this period, with regional traditions like St. Nicholas Day driving activity for 48% of shoppers in places like Germany and the Benelux region. This is the moment for the Curators, shoppers who enjoy slowing down, exploring options, and choosing gifts that carry a story.
“A lot of consumers come into the actual Christmas season looking for new stuff: exploring, trying to get something even better, maybe trying to surprise somebody with something.” – Dr. Jason Pallant from RMIT University
- Shop Opportunity: Shift from transactional marketing to storytelling. Celebrate craft, community, or cause-driven products that resonate on an emotional level.
Last Minute Sprint: Last Minute Listers
Once mid-December hits, shoppers range from peacefully enjoying traditions to scrambling to finish their lists. The Last-Minute Listers fall into the latter group, often anxious about whether gifts will arrive on time. They are highly responsive to convenience, reliability, and clear delivery promises. On Super Saturday (the last Saturday before Christmas), 78% of shoppers considering a purchase are buying gifts for others, making this a critical audience for retailers to reach.
Something important to note: For online stores, this period can be tricky. As e-commerce consultant Mark Baartse points out, mid-December is when online sales often “fall off a cliff” due to delivery concerns.
- Shop Opportunity: Reduce stress with clear delivery timelines, easy in-store pickup, and targeted reminders. Reassure customers that their gifts will arrive in time.
Betwixtmas: Self-Givers
The days between Christmas and New Year bring a second wave of shopping. Many consumers make returns but end up exchanging or buying for themselves, often drawn by leftover holiday discounts. In markets like Australia, Canada, and the UK, Boxing Day is a major event, with 68% of shoppers buying gifts for themselves compared to 56% for others.
- Shop Opportunity: Shift messaging to focus on self-reward. “Treat yourself by getting all the things you wished Santa had brought you.”
New Year: Self-Improvers
In early January, shoppers shift from giving to personal renewal. The Self-Improvers look to January sales to support resolutions, especially in Europe where 63% buy for themselves. These shoppers focus on practical items tied to wellness, fitness, or home refreshes, but remain cautious with spending and are sensitive to the “pain of payment” when purchasing for themselves.
- Shop Opportunity: Emphasize value and practicality. Position products as tools for growth, wellness, or fresh starts.
Conclusion
At the heart of it all, 52% of shoppers globally say their top motivation for holiday gift-giving is to bring others joy. That simple truth runs through every phase of the season, from the early planners to the last-minute sprinters. By tuning into these seven phases, brands can better understand what shoppers want in each moment, whether it is a thoughtful gift, a great deal, or the joy of treating themselves. In the end, holiday success is not only about making sales; it is about creating connections during one of the most meaningful times of the year.
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