Your Holiday Campaign Shouldn't End Dec. 25
Millions of gifts this year won't be spent until January. The question is where.
Date
Author
Alexandria Fiorentino
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2 to 3 Min
When people think of the holiday shopping season, they picture the rush to Christmas. But a big share of holiday spending doesn't happen until after the wrapping paper is gone.
Last season, gift cards were the most requested gift, named by 50% of shoppers, and total gift card spending was expected to reach $29 billion, according to the National Retail Federation. Every one of those cards is a purchase waiting to happen.
That's why the smartest holiday campaigns keep going past December 25.
01 | Gift Cards Move Spending Into January
A gift card bought in December is spent in January, often at a store, restaurant or service the recipient chooses for themselves.
That creates a second wave of shoppers: people with money in hand, time off and no deadline. They're open to suggestions, and the brands that stay visible are the ones they think of first.
02 | The Season Officially Runs Through January
This isn't just a hunch. Deloitte's holiday forecast measures the season from November through January, projecting $1.70 trillion to $1.71 trillion in sales across those three months.
If the industry counts January as part of the holidays, your media plan should too.
03 | Post-Holiday Shoppers Want Different Messages
The week between Christmas and New Year's has a different feel. People are returning, exchanging, redeeming and treating themselves.
Messages that work well right now:
• "Use your gift card here"
• End-of-year sales and clearance
• Experiences, dining and entertainment during time off
• Fresh starts: fitness, home organization, healthcare and finance
04 | Less Clutter, Same Attention
Many advertisers pull back after Christmas. Viewers don't. Local news, holiday programming and College Football Playoff games keep audiences watching through New Year's Day.
Fewer competing messages means your brand has more room to stand out.
Keep the Lights On After the Holiday
The holiday season doesn't end on December 25. For gift card holders, bargain hunters and new year planners, it's just getting started. Brands that stay visible catch spending others leave behind.
Sources: NRF: Gift cards in 2025 · NRF 2025 holiday survey · Deloitte 2026 holiday retail forecast