The holiday season is already underway in the minds of shoppers. As consumers balance joy, nostalgia, and tighter budgets, advertisers need to be ready to connect in the moments that resonate across all of those elements.
To dive deeper into these evolving behaviors, we hosted an education session in our London office with clients across the UK. Together, we uncovered survey insights into how shoppers plan gifts, time their purchases, approach the season, and react to creative messaging.. Below are three standout themes from the discussion.
Holiday Spending is Intentional — But Spirit Remains High
Shoppers are becoming more selective about where and how they spend their budgets. While 18% plan to keep spending under $200, nearly as many are prepared to go over $1,000. This near-even split highlights a cautious but diverse marketplace, where brands at every price point must emphasize clear value and tangible benefits to earn a spot in holiday baskets.
Despite tighter wallets, the holiday mood is overwhelmingly positive. Two-thirds of shoppers describe themselves as joyful, with nostalgia and anticipation also running high. Very few report feeling stressed or overwhelmed, suggesting that cheerful, heartfelt creative will strike the right chord this season—resonating with audiences eager to embrace the holidays..
Timing and Attention Drive Results
Consumer mindsets shift quickly from October through December, making timing essential for advertisers. October triggers early discovery, November becomes critical as shoppers seek Cyber Weekend bargains, and December is filled with last-minute purchases and inspiration hunting. Staying agile and aligning campaigns with these seasonal shifts ensures brands capture share of spend at every stage.
Alongside timing, attention remains a powerful driver of performance. Across 100+ independent research studies, GumGum campaigns consistently delivered results: 71% saw lifts in awareness and recall, while 76% drove mid- and lower-funnel metrics like consideration and intent. By prioritizing consumer mindset, leveraging contextual signals, and maximizing creative, advertisers can unlock impact throughout the funnel.
Creative and Data Must Meet Shoppers Where They Are
Price transparency is front and center this season. Nearly one-third of consumers want price guarantees, with social proof (18%) and sustainability (12%) playing smaller roles in decision-making. This shift reflects tighter budgets but also underscores the opportunity: brands that clearly communicate value, while leaning into joyful nostalgia, gifting, and early inspiration, will resonate most with shoppers navigating the season more cautiously.
First-party data is also a powerful tool for holiday activation. By pairing CRM segments with GumGum’s contextual insights, brands can better understand what their customers are consuming in real time. Christmas is one of the few moments when shoppers expect to hear from brands, making it a prime opportunity to activate first-party data at scale without oversaturating audiences. Done well, it creates a meaningful edge in a competitive season.
Curious to see more?
Watch the full 30-minute Holiday 2025 London Education Session to catch the complete conversation.
And don’t miss your chance to explore our Holiday 2025 hub, where you’ll uncover the latest shopper insights and strategies shaping this season, before it’s too late to put them into action!
