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Holiday Shopping Spikes Beyond Black Friday, Mailchimp Study Finds

Intuit Mailchimp study reveals holiday shopping extends beyond Black Friday, with weekends seeing 2x order rates. SMS drives 15.7% click rate. First-time buyers spend more.

This research matters because it challenges the conventional wisdom that holiday shopping is concentrated on a few major promotional days. For businesses, it reveals that consumer activity peaks on weekends even when marketing messages drop, that SMS can drive outsized engagement, and that first-time customers are both valuable and likely to return. By understanding these patterns, companies can optimize their marketing strategies, allocate resources more effectively, and build lasting relationships with new customers acquired during the holidays. In a competitive retail landscape, these insights can mean the difference between a one-time sale and a loyal customer.