Published on May 08, 2025/Last edited on May 08, 2025/6 min read
There are planners, and there are planners—retailers who, by trade and training, are already thinking about the holiday season.
Between the trends uncovered in our 2025 Retail Customer Engagement Review, the buzz at Shoptalk 2025, and the global, macroeconomic headwinds impacting retailers, there’s a lot to unpack. As the holiday planning season approaches, retail marketers must strategically prepare their customer engagement efforts to maximize sales and enhance experiences for customers who keep raising the bar. With our ears to the ground and our fingers on the pulse, here’s what to keep top of mind heading into the holidays.
Why it matters: Customers expect a seamless shopping experience across multiple channels, whether online, in-store, or through mobile apps. That also means a seamless marketing and messaging experience across channels like email, SMS, and in-app messaging to support them on their shopping journey.
According to our 2025 Retail Customer Engagement Review, retailers who sent messages using one channel saw a 2.2X increase in 90-day retention compared to those who sent no messages at all. Retailers who sent messages over two channels vs. one saw a 78% increase in 90-day retention. In peak season, time is of the essence when connecting with customers, while still building the foundation for a longer-term relationship.
Actionable strategy:
Why it matters: Personalization enhances customer satisfaction and loyalty, making it a key driver of engagement.
Shopping experiences across channels and devices have gotten more interesting, more personalized, and more complicated without the right personalization and channel strategy to support those seamless shopper journeys. We’ve gone past the novelty of addressing a customer by their first name in an email. Using data to personalize shopping experiences is the foundation of the new-and-improved Braze x Shopify integration, which includes triggered messages and dynamic content.
Regardless of the platform, using customer data to surface relevant products and send messages with confidence is critical when it matters most—when stress levels are high, messages from brands are plentiful, and patience is lower for brands misreading a shopper’s signals.
Actionable strategy:
Why it matters: Real-time engagement helps capture customer attention and drive immediate action, especially during the busy holiday season. Retailers deserve some kudos for segmenting customers based on past behavior and engagement—41% of retail brands said they do this, which was 9 points above average in our retail survey. But only 27% sort on a real-time basis as new inputs are collected. Again, in the busy holiday season, spending maximums, shopping carts, and attention spans change quickly, especially if the products or content aren’t resonating with your customers.
Actionable Strategy:
Why it matters: Effective loyalty programs can encourage repeat purchases and foster long-term relationships with customers. As we overheard at Shoptalk 2025, loyalty is about more than a product, it’s a consumer behavior. We know how important customer lifetime value (LTV) is for retailers, based on our 2025 survey, and loyalty is the first step in earning that level of commitment from customers.
Actionable Strategy:
Why it matters: AI can be a time-saver and a solution when time and resources are scarce. It can be deployed across plenty of marketing activities, but it should be deployed thoughtfully alongside the other tools in the tech stack. AI is critical to drive efficiency across channels and account for consumer preferences at scale this holiday season.
Actionable strategy:
As the holiday season approaches, retailers must prioritize customer engagement to drive sales and create memorable shopping experiences. By embracing omnichannel engagement, prioritizing personalization, leveraging real-time data, enhancing loyalty programs, and investing in AI-driven tools, brands can position themselves for success in both the short term and the long term. Now is the time to prioritize these initiatives, ensure you have the right tools in place to execute, and test and learn ahead of the holiday season.
Check out the 2025 Braze Retail Customer Engagement Review for tips on delivering the next-level shopping experiences customers crave.
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