Each year, the windows become warmer, the music changes rhythm, and a special atmosphere takes hold. It’s no longer just the arrival of the holidays: it’s the time when purchasing behavior spikes, when online attention skyrockets and when brands enter their most decisive period. Christmas and New Year are now the most strategic time to engage… and sell.
In 2024, this dynamic does not weaken, it even intensifies.
1/ A peak of attention that nothing will match until… next year
The data clearly shows: the end of the year is a time when the public mobilizes like no other time.
- Gift searches: +180% between the end of November and mid-December (Google Trends 2024).
- 72% of French people prepare part of their Christmas purchases online, a figure that has been steadily increasing since 2021 (Accenture).
- On networks, engagement around end-of-year content jumped by +35% from December 1st.
In short: the audience is more concentrated, more curious, more available. A rare combination that turns every message into an opportunity.
2/ The holidays: a purchasing accelerator that has become essential
The end of the year represents a real rising tide for the economy.
- 72 billion euros spent on Christmas in France in 2023 (Fédération du Commerce Coopératif).
- An increase of +25% in e-commerce turnover over November-December compared to the rest of the year (Fevad 2024).
- Peaks of +300% in toys, beauty, fashion and cultural products during the last week before Christmas.
No wonder some companies start their preparation as early as… September. For many, 25% of the annual figure is played out in just 45 days.
3/ The emotional dimension: the secret engine of December
December is not a month like any other: it is a month where emotion guides purchases. Generosity, nostalgia, desire to please, need for human warmth… Decisions are influenced by a strong emotional context.
According to Kantar (2024):
- 61% of consumers are more attentive to “human” messages at the end of the year.
- 54% favor brands aligned with their values: authenticity, proximity, solidarity.
- Emotional content generates twice as much engagement as purely promotional content.
In December, communication that touches humans… wins.
4/ Digital: the new central place for end-of-year purchases
The magic of Christmas is no longer only experienced in stores: it is also experienced online.
- 82% of consumers prepare their purchases on Google or a digital platform (Google France, 2024).
- TikTok videos around “gift ideas” exceed 8 billion views in December.
- Smartphones represent 58% of Christmas transactions.
Result: not being visible online in December means disappearing from a booming market.
5/ Social networks: a huge engagement accelerator
At the end of the year, networks become emotional showcases and commercial stages.
On Instagram (SocialInsider 2024):
- +25% likes
- +40% comments
- +32% shares
On TikTok, the dynamic is even more powerful:
Holiday-related content generates 3 times more views than the rest of the year.
For brands, now is the perfect time to:
- show behind the scenes,
- humanize their story,
- present their products “in situ”,
- tell a story rather than pushing a promotion.
The goal: to inspire, before selling.
6/ What consumers are really looking for: bundles, boxes, rarity
The end of the year is a favorable time for special offers, but not just any special offers. The data confirms this:
- 67% are looking for packaged offers (boxes, bundles, limited editions).
- Limited editions convert 30% better than standard products.
- Gift cards represent 1 in 5 purchases in December.
Scarcity becomes a powerful argument: what is available “only for the holidays” seems more precious… and therefore more desirable.
7/ A fluid experience: the major challenge of conversion
As soon as demand increases, even the slightest friction becomes a risk. According to Baymard Institute (2024):
- 70% of shopping carts are abandoned during the holidays.
- The main causes: unexpected fees, too many steps, limited payment choices.
Conversely, improving the purchasing experience allows:
- +40% conversion
- +25% satisfaction
- and much stronger loyalty
In December, customers want to buy quickly, easily… and without stress.
8/ After Christmas: New Year, the second commercial wave
We often think that everything stops on December 25.
In reality, a new dynamic is taking shape: that of good resolutions.
Between December 26 and January 10, sales increase sharply in:
- well-being,
- sports,
- personal development,
- the organization,
- tech.
A 2024 European study shows:
- +120% downloads for fitness apps in the first week of January.
- +85% sales for planners, diaries and organizational tools.
A second commercial season… often underestimated.
8/ A short, but decisive period
Christmas and New Year focus:
- a peak of attention,
- a peak of emotion,
- a peak in search,
- a purchasing peak.
Successful brands are not the ones that shout the loudest, but those that find the right balance:
- visible, without being intrusive,
- inspiring, without being commercial,
- human, while remaining effective.
Because ultimately, the end of the year is not only a commercial opportunity: it is a time when consumers are looking for warmth, meaning, emotions. Brands capable of meeting these expectations leave a lasting imprint, well beyond the holidays.
