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3 Strategies For Targeting Shoppers Around The Holidays

Seasonal / October 3, 2023

People across the globe are preparing for the holiday season, and they are turning to YouTube to find festive recipes, decoration tips, and gift inspiration. By focusing on these trends and others like it in the YouTube space, digital marketers can discover insights on their audience and develop better targeting strategies to impact their consumers during the biggest shopping season of the year.

Below are the three most effective strategies that our YouTube experts found while studying holiday content.

  1. Reach Consumers Through Content

We all want to reach consumers with our messaging, but the more effect way to reach them is not focusing on who your audience is, but instead on the content that your target audience is drawn to. Contextual targeting is designed to reach consumers through contextually relevant content resulting in more engagement, less disruption, and stronger brand suitability.

YouTube is seeing larger viewership every year on information and educational holiday content on their platform. This year, our VuePlanner team was able to curate custom holiday collections that is predicted to reach 371 million total impressions on YouTube.

  1. Get Started Early

Many of us think that the most popular holiday shopping time starts around Black Friday and Cyber Monday. But in fact, a 2022 study found that 56% of consumers started their holiday shopping in October. This means that in order to reach consumers when they are prepared to buy, holiday campaigns need to get organized a month before the holiday season begins.

Advertisers need to start promoting their holiday campaigns earlier than ever in order to stay competitive and avoid higher prices ad periods closer to December. By getting an early start and kicking off holiday campaigns in October, marketers can reach a massive audience at a premium.


  1. Black Friday and Cyber Monday are Critical

We just discussed how many shoppers are getting started in October, but that doesn’t negate the fact that shopping events like Black Friday and Cyber Monday are still important to advertise around. As you might expect, shopping content gets the highest viewership around Black Friday and Cyber Monday. Videos like tech reviews and shopping hauls are never more popular than during this weekend.

Even if you brand is not focused on holiday promotions, advertising around these shopping holidays is still important. For example, QSR brands can entice customers during this weekend by offering mouthwatering advertising that will sustain a hungry shopper.

Marketers and advertisers can better plan and execute YouTube campaigns when they understand how consumers are searching for and engaging with content. They can use our strategies from this article to reach consumers through contextually relevant content.

Want to learn more about how to maximize the impact of your YouTube advertising strategy this holiday season? Let’s get you in touch with our team.