From Pumpkin Spice to Prime Days: The Erosion of the Traditional Shopping Calendar

For years, shopping seasons were predictable. Black Friday, Back to School, and the holiday season provided distinct markers for consumers and retailers alike. Today, these events have blurred, creating an “always-on” shopping environment.  Seasonal promotions now begin months ahead – Pumpkin Spice Lattes in August, Christmas decorations in September, and multiple annual Prime Days. This shift presents challenges for retailers, but also opportunities for those who understand the underlying trends.

The Rise of Extended Shopping Seasons

Retailers like Amazon and Walmart have redefined shopping seasons. Prime Day, once a single event, has expanded into multiple occurrences throughout the year, prompting competitors to offer their own sales. Consumers have adjusted, expecting earlier and longer sales periods, eroding the previous urgency that came with moments like Black Friday.

In 2023, 61% of consumers started their holiday shopping before Thanksgiving, up 20% since 2021. This signals a clear trend: consumers are no longer waiting for traditional sale days but are ready to spend earlier. The holiday shopping season is extending, with retailers and consumers alike embracing this shift.

The financial impact is significant. In 2023, U.S. consumers spent $9.8 billion on Black Friday. Instead of concentrating that spending on one day, it was spread across weeks, thanks to early promotions. Holiday sales growth has slowed, rising just 5.3% in November and December 2022, the slowest since 2009.

While price remains important, convenience drives purchasing decisions. More than three-quarters of consumers prioritize convenience over price, evident in the demand for features like fast shipping and seamless checkout. Retailers focusing on convenience are better poised to succeed.

Changing Consumer Behavior: Deals and Decision-Making

As sales periods extend, consumers have become more discerning. A report by Salesforce found that 73% of consumers now compare prices across multiple retailers before making a purchase, and 60% rely on alerts and price-tracking tools. This abundance of sales makes it challenging for retailers to hold consumer attention. Today’s shoppers are deal-savvy and patient, knowing that discounts will reappear.

With consumers’ price focus price has eroded the importance of brand loyalty.  An emerging question remains: Will convenience become the factor that reignites brand loyalty? Retailers need to think beyond single purchases, and integrate into a shopper’s entire network, from gifts for family to pets. Personalization offers advantages that traditional pricing strategies can’t.

Advertisers’ Shift to Convenience

Advertisers need to shift from focusing solely on one-time sales events to long-term strategies prioritizing convenience and personalization. AI and predictive analytics play a critical role in this transformation, enabling brands to anticipate when individual customers are ready to buy and offering timely, personalized deals. This not only maximizes revenue, but also builds year-round engagement.

Companies like Walmart and Amazon are leading the charge with features like fast shipping and seamless checkout. Walmart Connect’s partnership with platforms like TikTok, where advertisers can reach customers via TikTok native ad formats to boost engagement with existing TikTok users. More recently, Amazon’s partnership with TikTok enables purchases in-stream without needing to click to Amazon. Social commerce integrations and frictionless digital experiences increasingly define the future of retail.

Advertisers must recognize the importance of meeting customers in real-time, using data and AI to deliver offers when consumers are most likely to convert. This convenience-driven model is no longer optional; it’s a necessity in today’s shopping ecosystem.

Meeting Customers Where They Are: The Funnel and Omnichannel Engagement

The rise of extended shopping seasons has highlighted the growing importance of upper-funnel engagement in marketing. With deals available throughout the year, brands need to build awareness and consideration early in the consumer journey to ensure they are top-of-mind when the time comes to make a purchase.

Investments in upper-funnel marketing have increased by 28% in the retail sector as brands seek to engage consumers earlier. Upper-funnel marketing—focused on awareness and consideration – enables retailers to position themselves as the go-to option when consumers are finally ready to buy. By fostering brand relevance, advertisers can ensure that their products are considered even when deals aren’t front and center.

This is where an omnichannel marketing strategy comes into play. The seamless integration of online and offline experiences is crucial for maintaining customer engagement across the funnel. Customers who engage with brands through multiple channels spend 10% more online and 4% more in-store compared with single channel customers. Creating consistent, engaging experiences across platforms will help to increase average revenue per user (ARPU).

Mobile-first loyalty programs, such as Walmart+ or app-exclusive promotions, can foster ongoing customer engagement, offering perks like early access to sales or instant notifications for relevant deals. Advertisers who understand how to optimize the mobile experience will be well-positioned to thrive in the evolving retail landscape.

A New Era of Shopping

The erosion of the traditional shopping calendar marks a fundamental shift in the way consumers shop and how advertisers must approach them. Retailers who embrace this new reality by focusing on convenience, omnichannel strategies, and upper-funnel engagement will be better positioned to succeed in the “always-on” shopping seasons.

While pricing will always be a factor, the real differentiators in this new era of shopping will be timely, personalized, and convenient experiences. Retailers that can deliver on these fronts will not only navigate the evolving retail landscape – they will lead it.