# Holiday Shopping Shifts

> Brands face longer holiday shopping seasons and thrifty shoppers.
- Title: Holiday Shopping Shifts · Adweek | Shortify
- Summary: Brands face longer holiday shopping seasons and thrifty shoppers. Brands can expect longer holiday shopping periods and more thrifty consumers as shoppers…
- Keywords: holiday shopping, thriftier consumers, data-driven media spend, brand promotions, shopping behavior, Holiday, Shopping, Shifts, Adweek
- Source: Adweek — https://adweek.com/commerce/brands-can-expect-a-longer-holiday-shopping-season-and-thriftier-consumers
- Author: Dawn Papandrea
- Published: 2026-10-09T20:40:55+00:00
- Read time: 1 min
- Topics: holiday shopping, thriftier consumers, data-driven media spend, brand promotions, shopping behavior
## Holiday Shopping Shifts
Elevated grocery prices and holiday financial stress are making shoppers more selective about brands.
## Data-Driven Promotions
Ibotta’s first-party data helps Pernod Ricard measure promotion success by tracking consumer behavior changes.
## Consumer Timing Shifts
Consumers are elongating holiday purchasing periods to flatten consumption curves.
## Loyalty Through Promotions
Brands must create relationships to retain customers beyond initial promotions.
## Key takeaway

Brands can expect longer holiday shopping periods and more thrifty consumers as shoppers prioritize financial stress and selective brand choices.