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Access Lotame CTV inventory — and holiday audience segments — all at scale

The Q4 holiday season is the Super Bowl of marketing. It’s when brands compete for attention, loyalty, and—most importantly—sales. Whether you’re planning campaigns for Halloween, Diwali, Singles Day, Black Friday, Christmas, or Boxing Day, you need to reach real people with real purchase intent.

Gut instinct isn’t enough. One-size-fits-all segments aren’t enough. You need fresh behavioral intelligence showing how people research, shop, and buy.

Good news: Lotame’s Data Exchange surfaces the high-value insights you need. Combined with our prepackaged, ready-to-buy audiences, you can activate campaigns at scale across every channel—including CTV.

👉 Ready to make Q4 your strongest season yet? Explore Lotame’s prepackaged and custom audience segments and see how smarter data can fuel your holiday success.

Why Q4 Planning Matters

Despite economic pressures, U.S. holiday retail sales for November–December 2024 hit $1.35 trillion, up 4.8% from the prior year.

Shoppers start early and stay engaged. Halloween décor peaks in August. Singles Day moves billions in 24 hours. Black Friday now spans entire weeks.

Your move: Start planning now. Test messaging early. Launch campaigns ahead of the curve—and use behavioral data to stay relevant.

New Insights: What Q4 Shoppers Really Do

Fresh Lotame Data Exchange insights show that holiday shoppers are:

  • 13.8x more likely to buy baby & toddler products (especially baby carriers)
  • 3.7x more likely to listen to podcasts
  • 3.3x more likely to research personal finance content
  • 3.2x more likely to look up places to eat and drink
  • 3.3x more likely to book discounted hotels & motels
  • 3.2x more likely to buy home & garden improvement products
  • 2x more likely to purchase gifts during Black Friday and Cyber Monday

Your advantage: Instead of generic discounts, speak to these real behaviors—gifting, nesting, self-improvement—and tailor your creative to each audience.

Q4 Holiday Shopping Audiences You Can Activate

Below, explore high-value segments across major holidays and regions.

Halloween Audiences

October campaigns targeting planners, decorators, and treat-seekers.

Sample Segments:

  • Declared Parents
  • Horror Movie Enthusiasts
  • Halloween Home Decorating
    Party Planners & Special Events
  • Candy Purchasers
  • Halloween Recipes

Tip: Use geo-targeted ads to promote same-day delivery or local events. Emphasize last-minute convenience.

Thanksgiving

It’s not just about turkey—think travel, planning, early gifting.

Sample Segments:

  • Black Friday & Cyber Monday Shoppers
  • Thanksgiving Cooking & Baking Recipes
  • Holiday Food Purchasers
  • Holiday Travel
  • Party Planners

Data Insight: Thanksgiving travelers are 3.3x more likely to book hotels—perfect for limited-time booking offers.

Black Friday & Cyber Monday

High-intent, deal-focused consumers shopping across categories.

Sample Segments:

  • Electronics
  • Home Appliances
  • Smartphones
  • Apparel
  • Wearables & Gadgets
  • Gaming

Behavioral Insights:

  • 2x more likely to buy gifts
  • 13.8x more likely to shop baby/toddler gear
  • 3.2x more likely to purchase home & garden improvements

Your Move:

  • Create gifting landing pages with dynamic recommendations.
  • Launch time-limited bundles targeting parents and homeowners.
  • Leverage CTV to showcase product benefits and urgency.

For more tips read Black Friday Marketing Strategies: Data-Driven Insights for Holiday Campaigns. 

Christmas Holiday Shoppers

Campaigns for gifting, entertaining, and family celebrations.

Sample Segments:

  • Electronics & Home Appliances
  • Food & Beverages
  • Smartphones
  • Gift Purchasers
  • Apparel

Tip: Use storytelling and remarketing to keep your brand top-of-mind in the final days of holiday shopping.

EMEA Regional Holidays

Boxing Day

Post-Christmas deal hunting at scale.

Sample Segments:

  • Gift Purchasers
  • Dining & Gift Cards
  • Discount Shopping
  • Entertaining at Home
  • Food & Beverages

Tip: Pair urgency messaging with exclusive “last chance” offers to drive conversions.

APAC Regional Holidays

Singles Day (11/11)

The world’s largest one-day shopping event.

Sample Segments:

  • Shopping Sales Event Asia
  • Luxury Travel
  • Festive Gifting
  • Affluent & Growing Affluent Families
  • Fashion & Beauty
    Consumer Electronics

Strategy: Highlight premium bundles and build loyalty with exclusive offers for high-value shoppers.

Diwali

India’s biggest festival shopping moment.

Sample Segments:

  • Fashion Apparel
  • Jewelry
  • Real Estate
  • Electronics
  • Home Appliances
  • Wearables
  • Smartphones
  • Beauty & Cosmetics

Data Insights:

  • 5.2x more likely to book air travel
  • 5.9x more likely to eat at fine-dining restaurants
  • 4.5x more likely to research smart home technology

Your Move:

  • Position luxury travel and smart home upgrades as festive gifts.
  • Use CTV to tell aspirational stories that resonate with Diwali traditions.

Dussehra (10/5)

An early festive sales spike.

Sample Segments:

  • Online Shopping
  • HNI Shoppers
  • Apparel Shoppers
  • Electronic Buyers
  • Automobiles

Tip: Launch early campaigns that build momentum through Diwali and Big Billion Day sales.

India’s Big Sales Events

Flipkart’s Big Billion Day Sale and Amazon’s Great Indian Festival.

Segments to Activate:

  • Diwali Apparel Shoppers
  • Electronics & Home Appliance Shoppers
  • Real Estate Buyers
  • Gift Givers
  • Jewellery Buyers
  • Amazon Shoppers
  • Deal Shoppers
  • Shopping Sales Event Asia
  • Luxury Travel
  • Fashion & Beauty
  • Fitness
  • Consumer Electronics

Advanced Tip: Layer purchase intent and deal-seeker segments to target high-propensity buyers.

Holiday Travel Audiences

Because shopping season is also travel season.

Holiday sales don’t just happen in malls or online carts—they also drive millions to airports, hotels, and restaurants around the world.

Sample Segments:

  • Domestic & International Travel Intenders
  • Luxury Travel Seekers
  • Holiday Planners & Family Travelers
  • Business Travel (Year-End)
  • Affluent & Growing Affluent Families

Insights:

  • Travelers are 3.1x more likely to book luxury hotels and resorts.
  • 3.1x more likely to research vehicle safety tech for those road trips.

Your Move:

  • Geo-targeted CTV and display ads for travel insurance, premium stays, family-friendly bookings.
  • Emphasize stress-free booking, flexible policies, and holiday-specific packages.
  • Use storytelling creative that taps into anticipation, tradition, and the emotional reasons people travel this time of year.

Other Ways to Slice and Dice Holiday Shopping Audiences

Holiday shopping audiences aren’t one-size-fits-all. Beyond broad categories like “gift buyers” or “deal seekers,” marketers can uncover more nuanced segments by looking at behaviors, spending preferences, and even lifestyle choices. Here are several other ways to break down holiday audiences for sharper targeting and messaging.

Behavior-Based Shoppers: Impulse vs. Last-Minute Buyers

Not all shoppers follow the same decision-making path. Some jump at the first deal they see, while others wait until the very last moment to purchase.

  • Impulse shoppers: Motivated by eye-catching, limited-time offers and quick CTAs.
  • Last-minute buyers: Complete most of their holiday spend in the final days before Christmas.
  • Strategic deal hunters: Plan early, research heavily, and wait for the biggest discounts.

Spenders by Channel Preference: Online vs. In-Store

Holiday spending isn’t confined to one channel. Audiences often show strong preferences that shape how and where they buy.

  • E-commerce diehards: Prefer mobile or desktop shopping and expect seamless checkout.
  • Brick-and-mortar loyalists: Drawn to in-store browsing, tactile experiences, and exclusives.
  • Hybrid shoppers: Blend online research with in-store purchases for convenience.

Value-Focused Segments: Discount Seekers & Coupon Users

For many, holiday shopping is all about finding the best deal. These shoppers respond to savings-driven messaging and promotions.

  • Discount holiday shoppers: Motivated by sales events and markdowns.
  • Online coupon users: Actively search for promo codes at checkout.
  • Deal voucher users: Engage with platforms like Groupon or flash-sale apps.

Premium & Luxury Gifting Segments

While some chase bargains, others use the holidays as a chance to splurge on higher-end purchases.

  • Luxury gift shoppers: Seek out exclusive or designer products.
  • Holiday high spenders: Willing to invest in premium, durable, or experiential gifts.

Charitable and Values-Driven Consumers

The holiday season also inspires audiences motivated by generosity and shared values.

  • Charitable donation shoppers: Prioritize purchases tied to social good or charitable causes.
  • Cause-driven buyers: More likely to support brands that highlight sustainability or community programs.

Interest-Based Niche Segments

Lifestyle and passion points provide another layer for audience segmentation, opening doors for more personalized campaigns.

  • Foodies: Respond to holiday cooking, dining, and gourmet gift promotions.
  • Decor enthusiasts: Prioritize upgrading the home for the season.
  • Experience seekers: Look for non-material gifts like shows, classes, or adventures.

Content consumers: Elevated engagement with podcasts and personal finance content during the season.

Frequently Asked Questions

What’s the difference between early-bird holiday shoppers and last-minute buyers?

Early-bird shoppers spread their spending across October and November, often using online research to find deals ahead of time. Last-minute buyers, by contrast, concentrate a large share of their spending in the final 10 days before Christmas, making urgency-driven offers especially effective.

Are online shoppers really that different from in-store holiday audiences?

Yes. Online shoppers prioritize convenience, mobile access, and quick shipping, while in-store shoppers are motivated by tactile experiences, same-day gratification, and exclusive promotions. Many consumers blend both behaviors, using digital research before heading into a store.

Which audiences are most motivated by discounts?

Discount-driven shoppers actively seek out sales, coupons, and voucher deals. They’re also more likely to compare retailers at checkout. Brands targeting this group should emphasize savings, promo codes, and limited-time offers in both ad creative and landing pages.

Do affluent shoppers behave differently during the holidays?

Affluent and luxury-oriented audiences tend to spend more on premium products or experiential gifts, such as travel and fine dining. Their decisions are influenced less by discounts and more by exclusivity, quality, and brand reputation.

How important are values like sustainability or charity in holiday shopping?

Values-driven audiences increasingly prioritize brands that align with causes they care about. During the holidays, shoppers are receptive to campaigns tied to charitable giving, sustainability efforts, or community impact.

What role does travel play in holiday spending?

A growing share of holiday budgets goes to travel, whether for family reunions, getaways, or experiences as gifts. Airlines, hotels, and hospitality brands see increased demand during the season, and targeting travel-minded segments early can capture this intent.

Final Word: Sell Smarter, Not Louder

Today’s Q4 shoppers research, compare, and expect relevance. Winning their loyalty means understanding exactly who they are—and what they care about.

Lotame’s addressable audiences and real-time behavioral data can transform your campaigns into conversions instead of guesswork.

About the Author

Alison Harding

Alison Harding

Vice President, Data Solutions, EMEA

Alison Harding, Vice President of Data Solutions, EMEA at Lotame, has over 20+ years in advertising and sales and helps brands and agencies access high-quality audience data.

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