Don’t Wait: Why Holiday Campaign Planning Needs to Start Now

For consumers, late summer might feel early to talk about the holidays. However, retailers know the holiday season no longer starts in November — and marketers waiting for the traditional Q4 kickoff may already be too late.

In fact, in 2024, holiday shopping started earlier than ever before, and indicators show the same will be true this year as consumers hunt for deals, tag gift ideas, and make purchases weeks (or months) before traditional peak season.

Why the early start? Tariff uncertainty may be a factor. With consumers worried about price increases, they’re moving fast to lock in their purchases. But there’s a longer-term trend. Recent research shows nearly half of consumers expect to make purchasing decisions before November, with a noticeable shift starting in September. At the same time, holiday ad spend is surging. Last year, we saw a 24-fold increase in holiday advertising spend as compared to previous holiday peaks.

What are the other factors driving the early start? And what should retail marketers do about it?

The Early Bird Buys the Gift

Several key factors are contributing to the consumer shift, most notably buy now, pay later (BNPL) platforms and the “couch to cart” phenomenon.

BNPL platforms let consumers make a purchase without fronting the full price. BPNL growth is not only changing the way shoppers plan their purchases but also increasing shopper completion rates, particularly for higher-ticket or last-minute gifts.

In addition, the rise of streaming TV has increased “couch to cart” occurrences by allowing consumers to take immediate action. They discover a product on connected TV (CTV) and then research and buy it on their phone as they continue to watch TV. According to our data, streaming TV-driven actions, such as page visits, button interactions, in-person visits and site purchases, grew by 51 percent from 2023 to 2024.

The Clock is Ticking

These behaviors are resulting in a subtle but significant shift in how brands should think about timing, targeting, and offer strategy. Here’s what retail marketers should be prioritizing to get ahead:

• Start yesterday — don’t wait for November. Staying ahead means not just being present but also prepared. That means launching campaigns ahead of the curve, identifying which audiences drive meaningful results, and using last year’s data to double down on what worked.
• Omnichannel is key. Consumer behavior isn’t just shifting in time, it’s shifting in format. Mobile and CTV content dominated holiday performance last year, driving 64 percent of all actions. That’s why omnichannel strategies, not just multichannel, are becoming essential. Mobile screens and streaming platforms are the most valuable real estate in the holiday marketing mix.
• Use streaming to drive real sales. Ad-supported streaming TV viewing exceeded the 70 percent mark as of May 2025, according to Simpli.fi data. That means holiday shoppers will be watching more streaming TV platforms than traditional linear television. With interactive formats like QR codes and shoppable ads, shoppers can take immediate action. It’s not just a matter of reach — streaming is now a conversion channel.
• Attribution moves front and center. Holiday campaigns aren’t just about visibility anymore, they’re about accountability. With retail media budgets under pressure, the ability to prove impact is critical. In 2024, 91 percent of streaming impressions on the Simpli.fi platform were directly tied to online conversions, and the rest to in-store actions. From exposure to checkout, marketers can now track the full customer journey with increasing precision.

Holiday success in 2025 will go to the brands that act now and connect the dots across the entire shopper journey. Retail marketers who wait for the Q4 push may find themselves playing catch-up in a crowded market.

James Moore is the chief revenue officer at Simpli.fi, a company creating best-in-class advertising technology.