Key Takeaways
- Shoppers in 2025 are prioritizing brand and price, but expect fast, responsive service.
- Consumer uncertainty around pricing is rising—especially for tech and electronics.
- Predictive consumer insights help marketers tailor messaging for every holiday segment.
- Creative, value-driven campaigns resonate most with low-spend gift givers.
- Resonate enables real-time audience activation across DSPs and platforms.
Why Better Consumer Data Drives Holiday Marketing ROI
Marketers are racing the clock—Black Friday and Cyber Monday are nearly here. But even if your strategy is still in progress, it’s not too late to pivot and win.
Resonate’s AI-powered data delivers predictive consumer insights you can activate immediately—helping you reach, retain, and convert high-value shoppers with data-driven precision.
Whether you’ve been refining your holiday plans for months or scrambling to finalize campaigns, one thing is clear: better consumer data leads to better results.
5 Predictive Insights About 2025’s Holiday Shoppers
1.Brand and Price Are the Top Purchase Drivers
What to know:
- 43% of Black Friday/Cyber Monday shoppers are most influenced by brand
- 42% say price drives their buying decisions
- Only 15% rank convenience as a primary factor
Marketing takeaway: Prioritize messaging that reinforces brand trust and promotional pricing—these matter more than convenience this year.
2.Fast, Responsive Staff Sets Retailers Apart
What to know:
- Shoppers still care about return policies and product knowledge
- But 21% over-index on retailers with quick, responsive staff
Marketing takeaway: Promote service quality in your campaigns. For in-store or live chat experiences, responsiveness is a key differentiator—highlight it in ad copy and customer reviews.
3.Uncertainty Around Price Increases is Shifting Purchase Behavior
What to know (from the Fall 2025 Resonate Consumer Trends Report):
- 21.9% of shoppers are unsure how they’ll adjust electronics/tech purchases due to tariffs—a 24.4% increase from summer
- 22% fewer shoppers now plan to delay electronics purchases
- 9.9% fewer say they’ll reduce spending
- 10.7% plan to buy earlier than usual to beat potential price hikes
Marketing takeaway:
Run urgency-focused messaging now. Consider themes like:
- “Buy before prices rise”
- “Secure tech gifts early”
- “Lock in today’s prices while you can
4.Christmas & Winter Holiday Shoppers Are Ultra Price-Sensitive
What to know:
- 75% choose retailers based on the best prices and sales
- 38% use coupons regularly
- Price beats brand and convenience:
- 43% say price is their top factor
- Brand: 38%
- Convenience: 18%
Marketing takeaway:
Lean into discounts, bundles, and loyalty rewards. Email campaigns and landing pages should emphasize price-driven value above all else.
5.Low-Spend Gift Givers Respond to Creative, Expressive Messaging
What to know:
- These shoppers value freedom, individuality, and creative gift-giving
Marketing takeaway:
Use messaging and creative that celebrates personal style and thoughtful, budget-friendly gifts. Think:
- “Gifts as unique as they are”
- “Make an impact without overspending”
- “Small gifts, big meaning”
Segment-Specific Strategies: Reach the Right Shopper, the Right Way
Not all holiday shoppers respond to the same tactics. Here’s how predictive consumer insights can help you fine-tune your messaging:
| Segment | Strategic Focus |
| High-Spend Gift Givers | Emphasize exclusive discounts, personalized coupons via direct mail or email. |
| Holiday Travelers | Activate influencer content and social media campaigns. |
| Black Friday Browsers | Use Instagram and mobile placements for inspiration-driven discovery. |
How Resonate Helps You Activate Holiday Audiences—Fast
You don’t need to start from scratch. Resonate makes last-minute activation seamless:
Via DSP Integration
Plug Resonate’s audience segments directly into your demand-side platform for instant reach across digital channels.
With Resonate Ignite
Access dynamic, AI-powered predictive consumer insights within the Ignite platform to move from data to action—fast.
By Creating Custom Audiences
Define and activate hyper-targeted segments based on 15,000+ dynamic attributes, from price sensitivity to media habits.
Planning for 2026?
Download the 2025 Holiday Segments Lookbook to access ready-to-use audiences for every seasonal moment in the year ahead.
Frequently Asked Questions
How is consumer data used in holiday marketing?
It’s used to tailor messages, offers, and placements based on real-time insights into buyer behavior, media preferences, and motivations—helping marketers drive better results.
What are predictive consumer insights?
These are forward-looking insights powered by AI that forecast what individuals are likely to do next—based on billions of real-time behavioral signals.
Is it too late to adjust my Black Friday strategy?
No. With Resonate, you can analyze and activate audiences instantly through Resonate Ignite or through a DSP. Check out our 2025 Holiday Segments Lookbook for a list of our audiences for activation.
Can Resonate help with price-sensitive segments?
Yes. You can isolate and activate segments based on price sensitivity, coupon usage, or deal-seeking behavior to drive more efficient spend.
This article is brought to you by Resonate – the leader in predictive consumer intelligence.
Leading brands and agencies use Resonate’s AI-powered consumer intelligence to:
- Accelerate campaign time-to-insight
- Optimize spend and drive measurable ROI
- Target audiences with precision and personalization across digital platforms
