Navigating Peak – Engaging Every Type of Shopper

Peak season is a busy period for retailers and shoppers, but it can be the most rewarding. Our team has categorised shoppers into four primary types, each with its own unique shopping habits. From the ultra-organised to the last-minute rushers, understanding these personas allows brands to tailor their marketing strategies to capture the right audience at the right time. Here’s a breakdown of these four shopper types over the peak season and our top tips for engaging each one.

The Deliberate Shopper – Jas

September – October

According to Google: 31% of shoppers have already started their holiday shopping during this time.

Jas is the early bird of holiday shopping, starting her search months ahead to ensure each gift is thoughtful and tailored. She keeps notes on her friends’ and family’s preferences and is meticulous in her planning. Jas isn’t here for the last-minute chaos—she wants to enjoy a stress-free holiday season knowing her gifts are already taken care of.

Top Tip for Retailers: Implement Enhanced Conversations for your website and enable Consent Mode. These features ensure your site is engaging and builds trust, particularly for shoppers like Jas who are already in “research mode.”

Did You Know? Consent Mode helps recover around 65% of ad-click-to-conversion journeys lost due to user cookie consent choices, maximising ad impact even when users opt out of tracking.

The Deal-Seeking Shopper – Will

According to Google: 58% of shoppers think ahead of time about what to shop for during sales

October – Cyber Week

Will is all about savings and has a keen eye for deals. He’s already got a mental checklist of items he wants, and he patiently waits for the right price, whether it’s on Amazon Prime Day or during  Cyber 5. Will is well-informed, alert, and always on the lookout for new deals.

Top Tip for Retailers: Make sure to upload new holiday assets to your Performance Max (PMax) campaigns at least two weeks ahead. Early preparation ensures timely approval so you can be ready when Will is browsing for bargains.

Did You Know?  Advertisers that include at least one video in their Performance Max campaigns experience a 12% increase in total conversions—engage deal seekers with dynamic content for the best results!

The Determined Shopper – Sam

According to Google: 81% of shoppers used Google to help with holiday shopping

November – December

Sam wants her December to be a time for relaxation, so she prioritises completing her shopping by the end of November. While she conducts her research in advance, she mostly shops during Cyber 5, making efficient purchases to wrap up her list early.

Top Tip for Retailers: Ensure your ad budgets last through peak shopping hours and consider adding promotion and price extensions to highlight seasonal deals.

Did You Know?  Shoppers spend 26% of the day’s revenue during 7pm and 11pm so make sure you have budget remaining for these peak times.

The Devoted Shopper – James & Ale

Late December – January

James is a quintessential last-minute shopper, diving into gift-buying mid-December but somehow managing to finish it all in an afternoon. Ale, on the other hand, makes a dedicated effort in the final days before Christmas, sometimes shopping for both her loved ones and her pets. She often prefers in-store pickups to get everything on time.

Top Tip for Retailers: Use PMax campaigns to capture last-minute foot traffic with store goals, especially after the shipping cut-off date. These shoppers need convenience, so optimising for local and in-store pickup options can capture this group effectively.

Did You Know?  64% of holiday shoppers make purchases during the week of Black Friday!

Post-Christmas Shopping

According to Google: 64% of shoppers have made a purchase between December 26th and January 3rd.

Once the holiday dust settles, the Productcaster team admitted to doing a little shopping for themselves with any gift cards or cash they received. Post-Christmas deals are ideal for picking up clothing, perfume, aftershave, and reduced holiday gift sets—perfect items for personal splurges.

Top Tip for Retailers: Keep ad budgets high even after the Cyber 5 period. CPCs typically decrease post-Cyber Monday, so this period offers cost-effective opportunities to reach eager post-holiday shoppers.

Understanding the motivations of different shopper types over Peak can have a substantial impact on holiday campaign success. From the organised to the deal-hunters, meeting each shopper where they are in their journey will help maximise engagement and conversions. By adapting your strategies to each type of shopper, you can deliver a tailored and effective approach that captures attention and drives results.

For more information on Productcaster or to speak to our experts, book a demo now!