Why seasonal success depends on early media allocation

Justin Jefferson, vp of strategy and insights, Keen Decision Systems 

Every year, marketers know when to expect the same tentpole events. Back-to-school buying occurs around August and September, while holiday shopping primarily happens in November and December. 

Despite being one of retail’s most predictable demand cycles, many brands still treat these events like a last-minute sprint instead of a long-term strategy. Budgets are activated weeks before peak shopping, creative is rushed into market and campaigns are optimized only after shoppers have started making purchases. By then, the most valuable opportunity has often passed. 

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