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595 596<link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/chocolat/1.1.2/css/chocolat.min.css" integrity="sha512-0Wtl14JWThNlRkEer0rCPKk6ZVa8DfCb2bpvi8hMM5XqBLygHTJbWcrDP/3Qomp2LMuWMdAZK+E93HFF1puBOQ==" crossorigin="anonymous" referrerpolicy="no-referrer" /> 597<link href="/css_system/cq_detail_beta.css?vs=20260902" rel="stylesheet" type="text/css"/> 598 599 600<div class='text-center text-muted sponsored-label'>SPONSORED CONTENT</div><div class='content_bootstrap clearfix premium display_keywords photos_clickable package_columns pageone'> 601 602 603 604 605 606 <h1 id='headline'>Unwrapping Holiday Shopping: What 44 Billion Emails Reveal About When Consumers Really Buy</h1> 607 608 609 610 611 612 613 614 615 <div class='large_photos'> 616 617 618 619 <div id='top-carousel' class="carousel slide" > 620 621 <div class="carousel-inner" role="region" aria-label="Photo carousel"> 622 <div class="item active"> 623 <div class='photo-canvas'> 624 <a class='chocolat-image' href='https://feeds.newsusa.com/sites/default/files/styles/full_size_rss_feed/public/2026-09/MailchimpMATimage.png?itok=8SsrkHzb' > <img src="https://feeds.newsusa.com/sites/default/files/styles/full_size_rss_feed/public/2026-09/MailchimpMATimage.png?itok=8SsrkHzb" alt="Unwrapping Holiday Shopping: What 44 Billion Emails Reveal About When Consumers Really Buy" id='photo_300989' class='content-photo' /> 625 </a> 626 </div> 627 <div class="caption"> 628 Unwrapping Holiday Shopping: What 44 Billion Emails Reveal About When Consumers Really Buy </div> 629 </div> 630 </div> 631 632 633 </div> 634 635 636
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647 648 </div> 649 650 651 652 653 654 655 <div id='published'> 656 Posted 657 <time datetime="Mon, 21 Sep 2026 23:00:00 -0500"> 658 <span class="weekday">Monday, </span> 659 <span class="monthday">September 21, 2026 </span> 660 <span class="time">11:00 pm</span> 661 </time> 662 </div> 663 664 665 666 667 668 669 670<div class='body main-body clearfix'> 671 672 673 674 <div class='byline' id='byline'>NewsUSA</div> 675 676 677 678 <p> <a href="https://www.newsusa.com">(NewsUSA)</a><img alt src="https://trackit.newsusa.com/track.gif?id=54903"> - <em>Analysis of more than 44 billion emails and 83 million text messages uncovers surprising patterns in when holiday shoppers buy, and what brings them back</em></p><p>Black Friday and Cyber Monday (BFCM) may be among the biggest shopping days of the holiday season, but new research suggests consumer activity continues well beyond those major promotional events.</p><p>During the 2025 peak shopping season, weekend order rates were twice weekday rates, even as brands sent significantly fewer marketing messages. The research also found that customers making their first purchase from a brand during BFCM spent more per order, on average, than repeat customers.</p><p>The findings come from Intuit Mailchimpâs <em>Breaking Through Peak Season Noise</em> report, developed with Datalily. The research analyzed more than 44 billion emails and 83 million text messages sent globally through Mailchimp from Halloween through New Yearâs Eve 2025, providing insight into consumer behavior during the busiest shopping period of the year.</p><p>Here are several key findings from the research.</p> 679 <div class='box box-bannerads box-bannerads-default visible-sm visible-xs'><div style='max-width:300px; max-height:250px; margin: 0 auto; overflow: hidden;'><div class='cq-creative' data-placement='51' data-type='default' data-position='topright'></div></div></div> 680 <p><strong>1. Quieter marketing days can still be strong shopping days</strong></p><p>Some of the seasonâs strongest shopping activity occurred when brands were sending fewer messages.</p><p>Weekend order rates were twice weekday rates, while message volume fell by roughly 60% on weekends. On the Sunday between Black Friday and Cyber Monday, brands sent 59% fewer emails and 82% fewer text messages than they did on Black Friday.</p><p>The findings suggest that holiday shopping activity can continue even when promotional messaging becomes less frequent.</p><p><strong>2. Text messages captured shoppersâ attention</strong></p> 681 <div class='box box-bannerads box-bannerads-default visible-sm visible-xs'><div style='max-width:300px; max-height:250px; margin: 0 auto; overflow: hidden;'><div class='cq-creative' data-placement='32' data-type='default' data-position='topright'></div></div></div> 682 <p>Email remained the larger revenue driver overall, but text messaging generated strong engagement during periods of high shopping activity.</p><p>During BFCM weekend, SMS averaged a 15.7% click rate per message delivered, compared with 1.4% for email. At peak points during the season, SMS generated up to six times higher order rates than email and three times higher revenue per message.</p><p>The results highlight differences in how consumers respond to marketing channels during the holiday shopping season.</p><p><strong>3. First-time customers spent more per order</strong></p><p>The holiday season also brought new customers to brands. During BFCM weekend, shoppers making their first purchase from a brand accounted for 59% of email-attributed orders and nearly 70% of SMS-attributed orders.</p> 683 <div class='box box-bannerads box-bannerads-default visible-sm visible-xs'><div style='max-width:300px; max-height:250px; margin: 0 auto; overflow: hidden;'><div class='cq-creative' data-placement='32' data-type='default' data-position='topright'></div></div></div> 684 <p>First-time customers also had higher average order values. Through email, average order values for first-time buyers were 21% higher than those of repeat buyers. Through SMS, they were 39% higher.</p><p>For businesses, the findings suggest that holiday promotions can provide an opportunity not only to drive purchases but also to reach consumers who are shopping with a brand for the first time.</p><p><strong>4. Some shoppers returned after the holidays</strong></p><p>For some first-time customers, a holiday purchase was followed by another purchase in the new year.</p><p>Among shoppers who made their first purchase during peak season, 16.6% purchased again during the first quarter of 2026. Those who returned made their next purchase after a median of 26 days.</p> 685 <div class='box box-bannerads box-bannerads-default visible-sm visible-xs'><div style='max-width:300px; max-height:250px; margin: 0 auto; overflow: hidden;'><div class='cq-creative' data-placement='32' data-type='default' data-position='topright'></div></div></div> 686 <p>The findings point to the potential importance of the weeks following the holiday season as businesses continue communicating with newly acquired customers.</p><p><strong>Looking Beyond the Holiday Rush</strong></p><p>Taken together, the research offers a broader look at how consumers shop during the holidays. Shopping activity can remain strong beyond the biggest promotional days, consumers may respond differently across communication channels, and first-time customers can continue engaging with brands after their initial holiday purchase.</p><p>For businesses, understanding these patterns can help inform how and when they communicate with customers throughout the holiday season and into the new year.</p><p>To explore the full findings and interactive charts, visit <a href="https://mailchimp.com/resources/breaking-through-peak-season-noise/#Introduction">Mailchimpâs <em>Breaking Through Peak Season Noise</em> report</a>.</p> 687 688 689 690</div><!-- .main-body --> 691 692 693 694 695 696 697 698 699 700 701 702 703 704 705 <div id="sb-container on-left" class="NonPrintable"> 706 707 708 <div id="share-buttons"> 709 710 <!-- Facebook --> 711 <a 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Line numbers count LF bytes from the start of the resource, as the search results do. Vendor segments are library code the classifier recognised; they are stored but not indexed. Bytes are shown as Latin1 characters, one per byte.