Thanksgiving 2024 offered more than just discounts—it provided a deep dive into shifting consumer behaviors and emerging market trends. Shoppers embraced brands that understood their desires for personalization, niche appeal, and value-driven experiences, while brands and agencies faced intensified competition to capture attention and wallet share. From specialty retailers outperforming giants to the growing impact of targeted promotions, this holiday season underscored the critical need for brands to adapt and innovate.
Opportunities to Seize for 2025 Success
More Insights-Based Articles for You to Read:
Here’s what stood out during the Thanksgiving shopping frenzy.
Move over, Amazon! Thanksgiving shoppers turned their attention to Sephora and 5.11 Tactical, which snagged 20% and 21% of the apparel and accessories market, respectively on the 27th of November. Amazon, meanwhile, saw its share of voice (SOV) drop to just 11%.
What really stood out was the rise of US Fast Print, with a 15% SOV, while travel lovers stayed loyal to CALPAK, which maintained a steady 13% SOV. Even niche brands like Cabela’s and Custom Ink held their ground, proving there’s still a place for specialty retailers during the holidays.
Amazon may still lead in the automotive category, but its grip is loosening. This Thanksgiving, its SOV dropped to 35% from a pre-holiday high of 50%. In its wake, AutoZone (17%) and Walmart (12%) solidified their positions as trusted contenders.
Meanwhile, Harbor Freight Tools (7%) and Advance Auto Parts (6%) showed that targeted promotions can work wonders. Smaller players like Ace Hardware and Lowe’s struggled to make a splash, with minimal SOV (1%-2%), but the big story here is the competition heating up.
Thanksgiving beauty buys were all about options, and shoppers split their loyalty between the big names. Amazon led with 30% SOV, but that was a noticeable dip from its 42% peak earlier in the week. Ulta Beauty kept its glow at 23%, while Sephora surged to 17%, proving that beauty gifts are always in season.
Meanwhile, Target (7%) and Walmart (6%) offered reliable options for budget-conscious shoppers, while brands like Kohl’s showed signs of growth, hinting at a growing appetite for unique holiday beauty buys.
This Thanksgiving, shoppers turned to Ashley for home essentials, cementing its top spot with 25% SOV. Its consistent performance showed just how much people value cozy, stylish homes during the holiday season.
At the same time, Amazon saw its share decline to 13%, while Wayfair and Harry & David each captured 10%, likely fueled by demand for furnishings and gourmet gifts. Even niche players like Mattress Firm and 1-800-Flowers held steady with 4%-5%, proving there’s room for everyone at the table.
Music retailers saw their own showdown this Thanksgiving. Both Amazon and Guitar Center shared the top spot with 23% SOV each. Sweetwater followed closely at 18%, remaining a key player for music and audio enthusiasts.
Other niche retailers, like zZounds (7%), struggled to break into the mainstream, while smaller players remained in the shadows. Still, the category showed healthy competition, especially for enthusiasts shopping for instruments and equipment.
For many, Thanksgiving isn’t complete without raising a glass, and Total Wine & More clearly came prepared, dominating the market with 65% SOV. It wasn’t even close, as Target and Walmart trailed far behind at 9% each.
Interestingly, Amazon failed to make a splash here, with just 1% SOV, signaling that wine and spirits might not be its forte. For smaller players like BevMo! and Albertsons, their modest shares reflect strong local appeal for last-minute beverage runs.
Thanksgiving 2024 revealed some clear lessons for brands looking to win over holiday shoppers. Here’s what stands out:
Don’t just compete—dominate your category next holiday season. Use these insights to refine your advertising strategy, engage your audience, and carve out your unique market position. Whether it’s crafting personalized experiences, launching precision-driven promotions, or focusing on niche markets, the opportunities are vast and waiting for your brand.