Holiday shopping may peak later in the year, but customer decisions are already beginning.
That doesn’t mean businesses need to start pushing holiday promotions in September. It means now is the time to make sure your marketing is ready for customers who are beginning to discover, research, and compare their options.
According to Basis’ 2026 Holiday Shopping and Advertising Trends Report, 68% of consumers shop early to avoid delays, while 57% say they shop throughout the year for deals.
So, what should your business be doing now?
1. Decide What You Want Customers to Remember
Before choosing an advertising platform or planning a promotion, get clear on the message.
What is the one thing you want customers to associate with your business heading into the holiday season?
Price? Convenience? Expertise? Selection? Service? Experience?
The clearer that message is now, the easier it becomes to reinforce it throughout the season.
2. Make Sure the Rest of Your Marketing Supports It
Seeing an advertisement is often only the beginning.
A potential customer may see your message and then search for your business, visit your website, read reviews, check social media, or compare you with a competitor.
Those experiences should tell the same story.
Your advertising can create interest, but the rest of your presence needs to give customers confidence to keep considering you.
3. Give September and October a Job
Not every campaign needs to produce an immediate sale.
September can help build recognition.
October can help strengthen consideration.
Then, as customers become more ready to buy in November and December, your marketing can shift toward stronger offers and calls to action.
Instead of asking one campaign to accomplish everything, think about what each stage needs to accomplish next.
4. Plan the Move From Awareness to Action
The goal isn’t simply to start advertising earlier.
It’s to know when your message should change.
Early messaging might introduce your business and establish why someone should remember you. Later messaging can give that same person a reason to act.
That creates a much stronger progression than waiting until peak season and trying to accomplish everything at once.
Start With the Strategy
The goal isn’t to start holiday promotions earlier. It’s to start building the conditions that make those promotions more effective later.
At IMG Advertising, we believe the strategy should come before the media. The most important question isn’t simply “Where should we advertise?”
It’s:
“What needs to happen before the customer is ready to choose us?”
If you’re beginning to map out your fall and holiday marketing, we’d be happy to help you think through the audience, timing, message, and media mix.
No pressure. Just a conversation about what makes sense for your business.
LET’S PLAN YOUR FALL + HOLIDAY STRATEGY → 📩 Contact us today Email: [email protected]
