From Prime Day to Christmas: Capitalizing on seasonal consumer behaviour

As the holiday shopping season approaches, consumer optimism is at its highest in years. Research indicates that 66 percent of shoppers plan to either maintain or increase their holiday spending compared to last year. With inflation easing and purchasing power strengthening, this year’s holiday season is projected to drive a 9.5 percent increase in online sales, with the Cyber Five alone expected to reach a record $40 billion. This presents a significant opportunity for brands. However, given the intense competition during these retail dates, brands need to stay ahead to generate the desired outcomes, particularly in their performance advertising efforts.