With summer behind us and Q4 ahead, now’s the moment to sharpen your marketing strategy. Autumn signals more than just a change in weather, it marks the lead-up to one of the busiest, most competitive periods of the year. As Q4 approaches, are you ready for your end-of-year marketing strategy?
What’s affected buying behaviours in 2025?
The Office for National Statistics reports that household spending grew by 0.4% in Q1 2025 compared with the final quarter of 2024. On the surface, that looks like good news, people are still spending, but dig a little deeper, and it’s clear that habits are shifting. Rising living costs mean shoppers aren’t necessarily tightening their belts overall, but they are becoming more selective. Essentials are taking priority, while non-essential purchases are often the first to go.
As we head into the all-important festive period, the Bank of England’s decision to hold interest rates at 4% could make a difference. It’s the lowest level since February 2023, and with a steadier economic outlook, consumer confidence may well get a lift. When people feel more secure, they’re more likely to open their wallets in the run-up to Christmas.
That optimism is backed up by Retail Week and Vypr’s research from June 2025: 40% of consumers plan to spend the same as last year, 20% are planning to spend more, and another 20% say they’ll cut back. In other words, while there’s caution in the air, there’s also room for growth especially for brands that manage to connect with shoppers in the right way.
The growing challenge with eCommerce businesses is that attention is harder to win than ever. Shoppers are increasingly sceptical of digital ads, with Pinterest reporting that 66% of consumers see irrelevant ads every single day. That’s content fatigue in action, and it means brands need to work harder, and smarter, to break through the noise.
Key Trends and Tips for Q4
1. Consumers are planning ahead so be ready to push gifting early
One of the biggest shifts to note this quarter is that people are planning earlier than ever. This isn’t just about budgeting, it’s also about the peace of mind of securing the best deals before the December rush. According to Marketing Dive, 25% of holiday shoppers had already picked up a gift during summer sales this year.
Pinterest data paints a similar picture. Between October and December, someone searches for a gift every six seconds, and nearly half of monthly users are creating festive wishlists they’ll revisit later. Self-gifting peaks in October and November, while searches for “gift ideas for others” spike in December. If you’re not visible during these moments, you risk being left out of the consideration stage entirely.
For brands, that means creating awareness early and putting gifting options front and centre. Ads that emphasise your products as giftable, whether for loved ones or self-treats, help build momentum and get shoppers in the spirit.
2. Jump on content trends
Q4 is always busy, but one way to stand out is by leaning into social media trends. Spontaneous moments on Instagram, from trending sounds to quick-fire content formats, can drive real engagement when used well.
Take the “Lala Gilmore Girls” audio, for example. It’s cosy, autumnal vibe made it a perfect fit for brands in September, tapping into nostalgia and seasonal mood. Or look at the wave of businesses adapting the “Directed by Robert B. Weide” meme, using humour and storytelling to share their brand personality while fostering connections with audiences.
The key is not to copy trends for the sake of it, but to adapt them in a way that feels authentic to your brand. Done right, they can humanise your business and boost both reach and relatability, for organic and paid content alike.
3. Don’t wait until the last minute to test strategy
When it comes to paid advertising, timing is everything. Campaigns need time to exit the learning phase and gather momentum. Launching a brand-new campaign a week before Black Friday? It won’t cut it.
By late September, brands should be auditing what’s working, what to scale, and where there’s room to test something new. If an experiment fails, you’ve still got time to adjust. But leaving it too late means wasted spend and missed opportunity.
Think about the whole funnel, not just your existing audiences. Q4 is a prime time to broaden reach with awareness and top-of-funnel activity. Tools like GA4’s benchmarking feature make it easier to compare your performance with industry peers and spot areas for improvement, a simple way to stay ahead of the competition while you test and optimise.
4. Embrace AI (but keep it human)
AI is becoming a vital tool in marketing in general, so using it in Q4 is a no-brainer. Responsive search ads and dynamic creatives can test dozens of headlines and descriptions at scale, automatically refining messaging for performance. Visual tools from Google DeepMind can spark creative ideas for campaign imagery, while Meta’s Advantage+ and Pinterest’s Performance+ help automate optimisation across audiences and creatives.
Pinterest in particular plays a unique role in discovery. With its focus on planning and wishlisting, the platform is a natural fit for gifting campaigns. Leveraging AI-powered campaign tools here can put your products in front of entirely new audiences at the right time.
But as with all AI, balance is key. Automation is powerful, but human oversight ensures campaigns stay consistent, creative, and true to your brand.
To wrap it all up
The next three months will fly. Shoppers are already browsing, trends are shaping what cuts through, and competition will only get fiercer. Shoppers are cautious but ready to spend, and brands that act early, stay relevant, and cut through the noise will be the ones that thrive.
If you want to be part of your customers’ festive season, now’s the time to make sure your marketing is visible, relevant, and ready to perform. Put the work in now, and by the time the holidays arrive, your marketing results could be the best gift of all.
And if you’d like support getting there, our team at Mabo is here to help. With our digital marketing expertise, we’ll make sure your brand is not only seen but chosen this festive season.
