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Emplifi report

The retail marketer's guide to peak season 2026

Exclusive research from 1,600+ global consumers on how shoppers discover, research, and buy during the holiday season.

  • When shoppers actually start buying, by stage and by region
  • The triggers that move shoppers from browsing to purchase
  • A month-by-month readiness checklist for September to December
The retail marketer's guide to peak season 2026

Download the full report

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What you will learn

A data-backed guide to the holiday buying journey

The report breaks down how consumer expectations are changing across discovery, promotions, customer experience, and AI-assisted research, with the regional differences that matter for US and UK shoppers.

01 · TIMING

Why peak season starts earlier than brands think

One in five shoppers begins before September. Late activation means a large part of the journey has already happened.
02 · TRIGGERS

What moves shoppers from consideration to purchase

Discounts trigger 55%, but gift inspiration and budget planning are nearly as influential.
03 · CHECKLIST

How to be ready, month by month

A September-to-December plan to build demand, convert, and protect revenue.
Inside the research

Three numbers reshaping peak season

49%
of consumers start thinking about peak season shopping before November
62%
of purchases now happen directly through a social media platform
9 in 10
consumers plan to spend the same or more this peak season