The 3 Types of Early Holiday Shoppers (and How to Sell to Them)

The holiday season is a magical time, but also a tad bit maddening for so many customers. Not everyone loves combing through gifts, the crowds, and standing in a long line for checkout. Some people hate this unnecessary stimulation and would rather pay extra than endure the hustle and bustle in the mall.

A typical holiday shopper may love the garlands, the lights, and the decorated halls filled with fellow shoppers. Some consumers prefer shopping amidst the crowd, get discounted products, and have an overall happening experience just before the holidays. But not the early shoppers.

Your consumers DO NOT belong to a one-size-fits-all category. Some shop exclusively through their favourite offline vendors, while others are too busy and rely solely on online shopping. Some shop only during the discount season, and some shop all the time.

So if you’re only advertising in November, you’re already late.

Today, let’s break down the three types of early holiday shoppers and understand how to win each of them with the right message at the right time.

1. The Gift Planners

These are list-makers who probably have a Notes app titled “Gift Ideas” that’s been updated since July.

People in this category are mostly Gen X and Millennial moms, with Boomers leading the “I’m done by September” pack. The gift planners aim for efficiency. They usually shop at fewer stores and wrap things up early.

They want to avoid the chaos of last-minute stress, multiple sold-out products, and “sorry, this isn’t available in your size” notifications. For them, the real discount is the peace of mind.

How to engage them?

Cater to their “power shopping” behavior. Lead with what their future version looks like- relief, calm, and confident. Use lines like, “Avoid the December chaos. Your future self will thank you,” or “The holiday hack early shoppers swear by.”

To target this demographic, your campaigns revolve around “Plan Now, Save Later.” It appeals to their planning instincts and promises them zero urgency in the future. You can also create checklists, “early bird” incentives, or bundle offers that make them feel responsible, not self-indulgent.

2. The Holiday Product Planners

These consumers aren’t buying gifts- they’re buying the vibe. These are mostly Millennials and Gen Xers who crave that Pinterest-perfect holiday. Think of a friend who always has their living room decorated according to a season, or that colleague who has the perfect dresses for every season. These shoppers are proud of what they buy, so they invest their time and energy into it.

Instead of one big shopping event, holiday product planners distribute their holiday spend throughout a  season. Such consumers usually prefer picking up different products from different sellers to come up with the ideal version of what they want. They usually pick out gifts as they go and do not stick to online or in-store purchases alone.

How to engage them?

Holiday product planners are feeble and may not be very loyal to a brand unless offered an incentive. Offer them cash-back deals for return trips. They also think of their preparedness as a status. Tap into that by trying out hooks like “The influencer trick for Instagram-worthy holidays,” or “Why wait till November? Start decorating like it’s go-time.”

A multi-pronged marketing campaign, for online and offline channels, is also key. Whether on their computer, in their mobile banking app, or walking past a store, this segment purchases gifts as the mood strikes. Retailers who keep their brand top of mind will win this shopper segment’s spend.

Position your product as the medium to become a calm, collected hosti- because who else has a stocked pantry and perfect decor every season?  

3. The Self-Gifters 

These are a hard nut to crack, but also the most loved category among retailers. Self-gifters are those impulsive shoppers who don’t care about Black Friday deals. If they like something, they buy it. They loathe waiting for deals to buy something that can make them happy now, and not when everyone else is scrambling for it later.

These are younger shoppers, often Gen Z and younger Millennials, who see holiday shopping as an opportunity to buy things they’ve been eyeing all year. These buyers love a little dopamine boost, and we love them for their impatience.

How to engage them?

Remember, self-gifters love the “I got it before everyone else” flex. Tap into that. Run ads that say things like “Why I never wait for Black Friday,” or “POV: You got it first and have been enjoying it since October.”

Self-gifters are also heavily influenced by UGC ads, since they are basically looking for things that make them happy. Use influencer seeding or limited-edition drops in early fall.

Are You Leaving Early Shoppers Behind?

If you roll your eyes at that neighbour who has been putting up Christmas decorations alongside their Halloween decorations, you might roll your eyes at the thought of offering holiday promos months before the actual season is up. But if you don’t start targeting now, you will lose a chunk of customers who already have their carts full of items from brands that have already started with their campaigns.

Besides, holiday success isn’t about dropping all-new ads or flashy discounts right when the holidays are around. It’s about targeting your customers in advance, so you don’t panic about losing early shoppers or going out of your way to invite late shoppers. The longer your campaigns stay in the market, the higher your visibility.

Don’t have the time to curate clips for your next ad? Recharm can help!