Despite ongoing economic uncertainty, all signs point to a strong holiday season in 2025 — especially for online retail. Total U.S. holiday retail sales are projected to reach $1.61 to $1.62 trillion, while ecommerce holiday sales alone are expected to increase 7% to 9%, hitting $305 to $310.7 billion. The big annual shopping events play a big role here. Last year, Cyber Monday online sales rose 7.3% year-over-year to $13.3 billion, with mobile playing an increasingly dominant role (57% of online sales).
Even though inflation, rising interest rates, and squeezed disposable income remain real concerns, consumers appear ready to spend around this year’s major retail dates, including Black Friday and Cyber Monday. However, in a tight and competitive holiday retail landscape, reaching the right audiences is more critical than ever to cut through the noise and drive conversions. Let’s look at some audience strategies for doing just that.
Connect with Coupon and Deal Seekers
Deal seekers are the power shoppers of Black Friday and Cyber Monday, motivated by the thrill of scoring the biggest savings. They’re quick to compare discounts across brands and channels, and they often hold off on purchases until these marquee sales events arrive. With their high intent and price sensitivity, this group rewards brands that highlight deep promotions, limited-time offers, and exclusive deals.
Holiday Targeting Tip: Looking to connect with Black Friday and Cyber Monday shoppers most likely to be seeking deep discounts? Consider targeting segments like “coupon enthusiasts.”
Connect with Gift Givers
Gift givers fuel much of the holiday spend, driven by the mission of finding thoughtful presents for family and friends. They’re valuable customers because they typically purchase multiple items across categories and prioritize convenience alongside inspiration. They respond well to curated gift guides, trending product highlights, and campaigns that make it easier to shop for everyone on their list.
Holiday Targeting Tip: Looking to connect with shoppers most interested in checking other people off their holiday shopping lists early? Consider targeting segments like “seasonal gift givers.”
Connect with In-Store Shoppers
Even as ecommerce surges, in-store shoppers remain an important part of the Black Friday landscape. These consumers are motivated by the experience: browsing aisles, testing products, and walking out with their purchases in hand. They’re especially responsive to promotions that emphasize immediacy, exclusivity, and the excitement of the in-store event, from doorbuster deals to live demonstrations.
Holiday Targeting Tip: Looking to connect with shoppers who still love the hustle and bustle of stores on Black Friday? Consider targeting segments like “brick and mortar shoppers.”
Connect with Consumer Electronics Buyers
Consumer electronics buyers are among the most anticipated holiday audiences, often waiting all year for Black Friday and Cyber Monday to upgrade their tech. They’re motivated by both price and performance, eager to grab discounts on gadgets ranging from TVs to wearables. With a research-driven approach, they respond strongly to clear product details, side-by-side comparisons, and time-sensitive offers that highlight both value and innovation.
Holiday Targeting Tip: Looking to connect with shoppers interested in the latest and greatest gadgets? Consider targeting segments like “new technology buyers.”
By leveraging high-quality audience data and understanding the unique motivations of these shopper segments, brands can create targeted, effective campaigns that resonate with their audiences and maximize sales during the critical Black Friday and Cyber Monday period.
Whether it’s one-to-one targeting or driving awareness at a massive scale, Eyeota’s How to Target Black Friday & Cyber Monday Audience Guide is the blueprint to power your advertising campaigns with Black Friday and Cyber Monday audiences from best-in-class data brands and partners.
Browse our selection of Black Friday and Cyber Monday audience segments built from behavioral, demographics, interests, intent, lifestyle, and ownership insights. Activate our audience segments on all major demand-side and supply-side platforms to identify, reach, and engage your best target customers on audio, connected TV, display, digital out-of-home, mobile, and social channels.
With this guide, you can discover addressable digital audience profiles to target your ideal customers such as:
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