Holiday Momentum Starts Early and Builds with Audio

Holiday shopping may peak in November and December, but the path to purchase starts much earlier. Consumers are budgeting, browsing, comparing prices, watching for deals, and building gift lists well before the traditional holiday rush begins. For advertisers, summer is the moment to plan, test, and secure the channels that will help their brands stay top of mind when consumers begin their purchase journeys. 

That’s where audio plays a powerful role. SiriusXM Media helps brands do more than show up during the holiday season. Audio drives awareness, strengthens consideration, influences purchase intent, and moves consumers toward real-world action. If you’re aiming to win the holidays, now is the time to put audio on the plan.

Holiday shoppers start early. Brands should, too.

Today's holiday shopper doesn't wait until the final weeks of the year to begin planning. In fact, over one in three audio consumers 18 and up report starting their 2025 holiday shopping before November, and 30% of them say their shopping window lasts 60 days or longer.¹ Even more compelling, podcast consumers 18 and up are 18% more likely to begin saving for holiday shopping during the first half of the year. 1

That extended timeline creates an important opportunity for brands. Early holiday shoppers are spreading out purchases, watching for sales, managing budgets, and gathering gift ideas well ahead of peak season. Nearly half (48%) of audio consumers say that if they see the perfect fit for someone, they will buy it and save it for the holidays while 47% say they like to take advantage of sales and deals all year round. 1

The data shows why early holiday momentum matters. 

The takeaway? Audio is built for this extended holiday shopping season. From commuting and exercising to cooking, working, and relaxing, audio gives brands frequent opportunities to connect before the busiest shopping weeks of the year. For brands, waiting until the final holiday rush can mean missing valuable moments of influence. Showing up earlier helps build awareness, create momentum, and keep brands top of mind as shoppers move from inspiration to purchase. 

Audio builds awareness before the holiday rush 

As consumers begin planning their holiday purchases earlier, audio gives brands a way to stay connected and top of mind across the full shopping journey. Through streaming audio and podcasts, brands can reach shoppers in everyday environments where inspiration builds, and decisions take shape.

For one retailer, we used a cross-platform audio strategy combining streaming audio and podcasts to engage holiday shoppers, competitor retail shoppers, and key growth audiences ahead of the peak purchase window for the season. By showing up while consumers were still researching, comparing options, and building lists, the brand strengthened awareness and consideration. 2

Take a look at the results. 

The takeaway is simple: Brands that activate early are better positioned to remain top of mind when holiday purchases are made. 

Understanding motivations makes messaging more impactful

While building awareness early is critical, maintaining momentum requires a deeper understanding of how consumer needs evolve throughout the season. The data shows that online and in-store shopping each serve different motivations. Online shoppers are often motivated by convenience, broader product selection, price comparison, quick shipping, and the ability to discover deals throughout an extended shopping window. Meanwhile, in-store shoppers are often seeking inspiration, immediacy, and the ability to experience products before making a purchase. 

Across both channels, value remains a major driver of holiday decision-making. More than half (54%) of audio consumers say sales and special offers influenced their holiday purchases while wishlists (45%), shipping speed (29%), and flexible return policies (21%) also played important roles. 1 

However, economic factors continued to shape how and where they shop, forcing consumers to be more intentional in their spending. In fact, over three in four (76%) listeners adjusted their shopping behavior last holiday season due to rising prices and nearly four in 10 (37%) shopped for sales and deals more than usual. Finally, one in four shopped at multiple stores to compare prices. 1

For advertisers, this means holiday messaging must evolve alongside consumer needs and moods. Early-season messaging should focus on awareness and inspiration to stay top of mind, while later-season messaging can emphasize promotions, convenience, urgency, and other purchase drivers that move consumers closer to purchase. 

It’s worth repeating: Audio offers advertisers a distinct advantage. Across streaming audio, podcasts, and satellite radio, brands can connect with consumers in screen-free moments and leverage trusted voices to make messages feel more relevant, persuasive, and actionable. 

SiriusXM Media motivates action and drives impact

For another retailer, we built a holiday campaign designed to drive in-store visitation, efficient cost per store visit, and behavioral lift. To reach high-intent holiday shoppers, the campaign targeted women ages 25–54 using holiday-themed creative placements across streaming audio and podcasts. Additionally, the campaign leveraged first-party audience targeting. The campaign effectively reached key consumer segments, driving an increase in store visits, which led to lower-funnel conversion. 3 

SiriusXM Media: Where summer planning powers holiday success 

Holiday success isn't built overnight. It starts with reaching consumers early and understanding what motivates them throughout the season, while delivering relevant messaging that moves them closer to purchase, whether they’re shopping in-store or online. Audio is uniquely positioned to support that journey, helping brands stay present, build momentum, and remain top of mind during the moments that matter. 

Streaming audio keeps brands present in consumers’ everyday lives, while podcasts provide trusted environments that deepen engagement and strengthen influence. Together, they help brands build full-funnel momentum before the holiday rush begins. Because when it comes to winning holiday wallets, momentum starts early, and it builds with audio. 

Ready to give your holiday strategy a headstart? Let’s talk. 

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