Why your holiday marketing strategy should be year-round

The golden quarter is crunch time for consumer-facing marketers. With so much spend and limited media space, it’s easy to get muscled out of a target audience’s mindshare. If marketers can’t outspend their competition, however, they can outsmart them by identifying holiday shoppers and messaging them at the times when no one else is thinking about them and in the places no one else is looking.
These shoppers — people who are proactive in gift-giving and plan purchases weeks, even months in advance — are a distinct audience with surprisingly predictable characteristics. By understanding what makes this cohort tick 12 months of the year rather than just during the Christmas rush, brands can play the mindshare long game and make sure they’re top of the list come consideration time.