As we near the season of giving, it’s critical to remember this: consumer shopping habits are shifting. By last October, nearly 1 in 5 consumers had already started filling their carts — and by November, more than half were actively shopping.
For health & wellness brands, the earlier start is an opportunity to connect with consumers who are prioritizing care and wellbeing in their holiday purchases. In fact, roughly 1 in 4 shoppers plan to gift wellness-related items this season.
The takeaway? Don’t wait for Black Friday. The brands winning Q4 are the ones engaging consumers early, and showing up with purpose.
Source: Integral Ad Science (IAS), 2024 Holiday Advertising Insights; Amazon Ads, 2025 Holiday Shopping Trends