While Thanksgiving weekend kicked off the holiday shopping frenzy, the rush doesn’t end with Cyber Monday. Late-season shoppers present a major opportunity for brands to sustain momentum through December. With 70% of U.S. consumers still shopping until year’s end¹, brands can still turn Thanksgiving weekend browsers into buyers.
Reaching Last Minute Gift Buyers
As we head into the last few weeks of the year, capturing the attention of last-minute shoppers is a goal for many. Programmatic advertising is ideal for engaging these consumers, especially with channels that dominate high-traffic places—like DOOH (digital out-of-home), which can reach shoppers in malls, airports, and transit hubs. CTV (connected TV) is another effective channel, particularly during holiday movie marathons, which attract a captive audience ready to make last-minute purchases. By targeting key moments when these shoppers are most engaged, brands can drive meaningful conversions.
Cyber Monday’s Historic Surge
This year, Cyber Monday set a new record with $49.7 billion in global online sales, marking a 9% year-over-year increase. In the U.S., consumers spent $13.3 billion online, surpassing Adobe Analytics’ predictions. Categories like general apparel (average of 39% discounts) and health and beauty (average of 34% discounts) led to substantial spending². These record-breaking figures underscore Cyber Monday’s continued significance in the holiday shopping season and highlight the ongoing opportunity for brands to capitalize on high-intent shoppers, even beyond Thanksgiving weekend.
The Power of Retargeting
The days following Thanksgiving weekend provide valuable insights through browsing data, making it a prime time for retargeting ads. Consumers who visited your website, added products to their cart, but didn’t complete their purchases are among the most likely to convert in the weeks that follow. Nearly half of online shoppers abandon their carts during Black Friday sales³, leaving a significant pool of potential buyers for Cyber Week and beyond.
The Trade Desk allows brands to precisely target these consumers with personalized retargeting ads. By utilizing detailed data on previous browsing behaviors, such as the products they viewed or added to their carts, brands can re-engage shoppers and remind them to finalize their purchases—maximizing the value of each visit and driving higher conversion rates.
Why We’re Thankful for Programmatic Advertising
This holiday season, we’re especially grateful for the power of programmatic advertising. Unlike traditional ad buys, programmatic offers unparalleled flexibility. Campaigns can be optimized in real-time, ensuring brands are reaching the right audience at the right time with relevant messages. Programmatic advertising also maximizes the reach of holiday ads across multiple channels, from display to CTV, and even audio and DOOH. By leveraging the full potential of programmatic, brands can increase the visibility and effectiveness of their holiday campaigns, ensuring that every dollar spent counts.
At Ventura Growth, we’re experts in harnessing the power of data-driven insights to keep campaigns running strong throughout the entire holiday season. Whether you need to extend your reach into December or re-engage shoppers who may have slipped through the cracks, we’re here to help you achieve your holiday goals.
Sources:
- National Retail Federation, Holiday Shopping Predictions
- Yahoo Finance, (2024) Cyber Monday Sees $49.7 Billion Spent Worldwide
- Shopify, Black Friday Shopping Trends
