It’s almost the most wonderful (and competitive) time of the year for advertisers. The numbers don’t lie: 85% of U.S. shoppers plan to join in on major sales events this season, and 77% are paying more attention to prices while actively hunting for deals. With stats like these, it’s no wonder that holiday advertising spend reaches astronomical levels.
But here’s the problem most brands face: they’re targeting generic “holiday shoppers” when they should be targeting the real people who have intent to purchase from their brand
Every year, millions of advertising dollars get wasted on broad holiday campaigns that treat all shoppers the same. If you want to maximize your Q4 advertising success, it’s time to stop thinking about “holiday shoppers” as one big group and start understanding the real people driving your holiday revenue.
The Generic Holiday Targeting Trap
Too many brands follow the same tired formula:
- Blast broad demographic segments
- Drop the same “Holiday Sale!” creative everywhere
- Cross fingers and wait for the numbers to roll in
The result? You end up advertising to people who will never buy from you, while the ones who actually would are busy shopping with your competitors.
Generic targeting can’t show you:
- The real people mapping out their holiday buys weeks in advance
- The real people frequenting websites the most and actively searching for the perfect gift for someone special.
- The real people who will gladly pay more for the right gift vs. who are scanning for the deepest discount
In short, broad targeting means missed connections, wasted budget, and lackluster results.
Why People-Based Marketing Wins in Q4
People-based marketing builds audiences from real people, not vague, stitched-together profiles. These are verified individuals who have opted in, tied to a real email and postal address, with permission-based first-party data signals showing what they’re shopping for and when.
And because the profiles are built from real intent data and behavioral patterns, you can:
- Find the people actively searching for kids’ toys before Black Friday
- Spot the Cyber Monday deal-chasers hunting electronics
- Reach premium shoppers looking for exclusive items in the final days before Christmas
It’s like having a perfectly organized gift list!
How to Build a People-Based Holiday Strategy
Step 1: Build Your Custom Audience of Real People
When you work with a people-based advertising partner, you can skip the guesswork and instead build an audience of real people who are already showing retail intent.
Identify those gearing up for Black Friday, those waiting for Cyber Monday, and those who won’t start until December 23rd. Know whether they’re hunting stocking stuffers, planning a splurge, or looking for that one perfect gift. That’s the foundation for campaigns that actually connect.
Step 2: Reach Them Across Channels
Holiday shoppers don’t stay in one lane. They’re scrolling social between wrapping paper runs, watching CTV while checking email offers, and comparing products on their phones in-store.
A people-based strategy ensures your message follows them across all these channels and is delivered at just the right moment. Early planners get your message in October, deal hunters in the lead-up to major sales, and last-minute buyers when they’re ready to hit “buy now.”
Step 3: Measure Real Results and Optimize as You Go
Clicks and impressions don’t pay the bills; sales do. Track exactly which real people saw your ad, engaged, and purchased. And you can see which customer groups are driving the most revenue, and shift your budget mid-season to where it matters most!
The Direct Attribution Advantage
Q4 is a high-stakes game, and every dollar counts. Direct attribution lets you see precisely which customers and prospects saw your ads and made a purchase, whether online or in-store.
POS Matchback takes it further, tying your campaigns to real sales transactions. You’ll know exactly:
- Who converted
- What they bought
- How much they spent
This means you can:
- Compare performance between holiday segments
- Measure the true ROI of each campaign
- Identify VIP customers to target again
- Spot underperforming audiences early and adjust
With this level of clarity, you can focus on building a repeatable, data-backed strategy that works year after year.
Ready to Reach the Right Holiday Shoppers?
Make sure your ads land in front of the right audiences this holiday season. While competitors are casting wide nets, you can hone in on real, verified people with proven retail intent tailored to your brand.
BRIDGE makes this possible. Our people-based digital advertising connects you to:
- Verified, Data Safe™ profiles tied to a real email and postal address.
- Retail-intent data showing when, how, and why people are shopping.
- Cross-channel reach that follows real people through their holiday journey.
- Real-time optimization based on actual customer responses.
Reach the people who will make your Q4 shine. Contact us today to start your most successful holiday season yet.
