66% of shoppers have already begun holiday shopping, across more channels than ever before. So, how do you make your brand's value visible sooner and keep the relationship going after the sale?
The 2026 Holiday Playbook gives loyalty teams one plan for the full season, from the first October browse to the January return.
What’s inside?
The season
Why holiday runs from early October into January, and what that means for value timing.
Four shopper types
Brand Loyalists, Gift-Led Explorers, Holiday Newcomers, and Unidentified Shoppers, with the signals that tell them apart.
Personalization
Matching offers, access, and recognition to what each shopper needs right now.
One shopper, every channel
Keeping members recognized from social to store through January.
Strategic engagement
Which engagement lever fits each month, October through January.
Pivot planning
How to set thresholds and decision rights before peak, and when to hold steady.
Post-holiday planning
Turning holiday activity into Q1 retention and next year’s plan.