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The 2025 Q4 Strategy Playbook: Winning in a Shifting Holiday Market

August 29, 2025

The holiday spotlight is on, the stage is crowded, and every click is a coin toss between you and your competitors. Welcome to Q4.

Holiday sales are forecast to top €800 billion, but the real prize is visibility: who captures the shopper in the feed, in search, and on retail media. In Q4 2025, those that master the fight for attention will master the cart.
This playbook gives you the trends, insights, and market-specific strategies you need to cut through the noise and win across Europe’s most fragmented, high-stakes quarter.

Inside the Playbook:

Value + Trust Drive Conversions:

Consumers are intentional. Every purchase has to feel worth it.
Beyond Black Friday

Shoppers are buying earlier—and later. Q5 is your hidden performance window.
Retail Media Rules the Shelf

Precision targeting through first-party data is your bottom-funnel engine.
CTV + Social = Full-Funnel Wins

Sports, creators, and shoppable moments drive discovery and demand.
Mobile + Omnichannel as Growth Backbone

90%+ of ecommerce growth will come from mobile.
AI + First-Party Data = Edge

Optimize journeys, cut customer acquisition cost, and personalize at scale.