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The 2025 Q4 Strategy Playbook: Winning in a Shifting US 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.

Q4 2025 isn’t just another peak season. It’s retail’s main stage, where winners break records and laggards fade fast. Shoppers are savvier, wallets are tighter, and scrolls move faster than ever. According to Insider Intelligence/eMarketer, holiday sales are projected to hit $1.36 trillion, but the real battle won’t just be over spend – it’ll be over digital discovery.

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.