Shoppers are getting a head start on the holidays, and brands that plan early have the best chance to meet them in the moments that matter.
New forecasts from BIA, eMarketer and McKinsey show that Holiday 2025 is shaping up to be an intentional season. Consumers are moving up their timelines, prioritizing convenience, and looking for clear value at every turn. For marketers, that presents a strong opportunity: align early, simplify decisions, and use out of home to connect with shoppers in motion.
Shoppers Are Starting Earlier
Consumers are not waiting for Black Friday. BIA reports that 71% planned to begin holiday shopping before November, and 37% of millennials before October—well ahead of the average. Only 11% say they will begin during the traditional Black Friday weekend.
With lists forming earlier, brands that show up first are more likely to make the shortlist. This is the window when decisions are being shaped, and when OOH can deliver the visibility to influence them.
Value and Convenience Are Driving Decisions
Consumers are clear on what matters most this year:
- 55% want discounts, coupons and promotions
- 43% prioritize convenience such as free shipping or curbside pickup
- 37% look for loyalty rewards or member perks
- 32% care about easy return or exchange policies
These value signals are guiding purchase intent. eMarketer expects e-commerce to see modest growth led by mobile, with shoppers gravitating toward smaller-ticket items and straightforward pricing. Big-box retailers will lead online share, but value-focused and local retailers remain part of the mix, especially for categories like toys, apparel and hobbies.
OOH supports this behavior by reinforcing offers, showcasing fulfillment options and helping consumers make quick, confident decisions near the point of purchase.
Mobile Behavior Connects the Journey
The phone is no longer just a checkout tool. It is a bridge between inspiration and action. BIA reports that 40% of shoppers will use mobile devices while shopping in store this season.
OOH helps activate that journey. Seven in 10 consumers have recently noticed OOH ads on the way to shop, and more than half say those ads influenced their purchase decisions. Among adults ages 18 to 64, 76% took action on a mobile device after seeing an OOH ad, and 74% did the same after seeing digital OOH advertising.
These are not passive exposures. They are prompts that guide behavior in real time, helping move people from nearby to now.
Out of Home Adds Value at Every Step
Out of home meets people where decisions happen: in neighborhoods, near parking lots, along retail corridors and major roadways. It functions as both an awareness driver and a planning tool, delivering practical, timely information that helps consumers navigate their day and act on what matters.
When paired with mobile handoffs, OOH shortens the distance between message and conversion. Whether directing someone to a store, reinforcing a limited-time offer or surfacing product details in context, OOH provides clarity without disruption.
With holiday spending expected to reach $1.39 trillion, small shifts in visibility or timing can produce meaningful results. Brands that simplify the path and show up early will be best positioned to earn attention and drive action.
Explore More
- Read the 2025 Holiday Retail Outlook: https://oaaa.org/resources/sales-tip-2025-year-end-holidays-shopping-outlooktitle/
- Access the full Sales Tips library: https://oaaa.org/resource-center/sales-tips/
Published: December 4, 2025