Navigating the Holiday Rush: Connecting with Shoppers on the Move This Season

The end of the year brings more than festive lights and family gatherings – it marks the most dynamic shopping season of the year. As early as November, gift searches rise¹  and store visits surge as people prepare for celebrations, road trips, and last-minute errands. Even with prices increasing and shoppers becoming more mindful of their spending, the holiday spirit remains strong. 

Based on historical data, holiday spending continues to grow each year – a reminder that for many, this season is still a time for a bit of retail therapy, a way to lift spirits, preserve traditions, and share meaningful moments². As people move through the festive rush, the car becomes part of that journey – guiding them from discovery to destination, connecting them with both new and familiar places.  

For advertisers, it’s a moment filled with opportunity: to reach shoppers on the move and guide them directly to nearby stores, restaurants, and holiday offers at the exact time they’re ready to buy.

From Early Planning to Peak Shopping: How the Holiday Season Takes Off 

Across markets, shoppers start planning and searching for Christmas gifts well before December¹ – momentum that peaks with Black Friday, the first major milestone of the season when shopping activity surges and holiday lists take shape. 

While discounts drive the rush, Black Friday also marks the unofficial start of the festive spending season. In fact, 61%³ of shoppers begin their holiday shopping on Black Friday, setting the tone for weeks of activity ahead. 

And while e-commerce continues to grow, in-store shopping remains at the heart of the holidays, with on average 59%⁴ of consumers choosing to make their Christmas purchases in person. Shoppers still value the social aspect, the enjoyment of browsing, and the ability to see and try items firsthand⁵ – elements online shopping can’t fully match. 

As the holiday rush builds, people are constantly on the move – from shopping trips to celebrations – giving brands more chances to reach them along the way. 

On the Move: The In-Car Opportunity Behind Holiday Travel 

As the holiday season unfolds, the car becomes central to how people move through it. Car travel dominates the year-end holidays, with on average 65%⁶ of people choosing to travel by car. During Christmas week, 4screen data shows a 25%⁷ increase in gas station searches, reflecting just how active drivers are during this period. 

A notable rise in driver activity is also reflected in a 17%⁸ increase in in-car usage during the first three weeks of December compared to the rest of the holiday period. More drivers on the road means more people interacting with in-car displays – searching for shops, cafés, restaurants, or last-minute gifts along their route. 

For brands, that translates into one of the most contextually rich environments to capture attention and drive real-world actions. 

Winning the End-of-Year Festivities: How Advertisers Use 4screen 

From festive greetings to last-minute offers, advertisers across industries use 4screen to make their holiday campaigns part of the journey. During the busiest weeks of the year, in-car moments become a powerful stage to stay visible, inspire purchases, and drive visits. As Christmas approaches, consumers are surrounded by a constant stream of seasonal promotions — from digital ads to outdoor billboards and in-store signage. With so many competing messages and many traditional channels already reaching high levels of ad saturation, even strong campaigns can lose visibility and impact. 

4screen offers brands a unique advantage: within the in-car environment, only one campaign appears on screen at a time – a high-attention moment where drivers are actively engaged in navigation and decision-making. This exclusive placement helps your message stand out, keeping communication clear, relevant, and delivered at the right moment. No matter the industry, these examples show how brands can use 4screen to stay visible, relevant, and part of the journey during the holiday season. 

Brand Presence: Supermarkets and retailers share cheerful holiday messages that keep their names top-of-mind as drivers plan and prepare for the season. 

Product Spotlight: Quick-service restaurants and specialty stores showcase limited-edition menus and festive collections, turning everyday drives into moments of inspiration. 

Promotions: Convenience and retail brands highlight timely offers and reminders that guide shoppers to nearby locations when it matters most. 

On-the-Road Moments: Fuel and service stations celebrate the season by promoting winter essentials, coffee deals, or festive giveaways — helping drivers make every stop part of the holiday experience. 

Make Your Brand Part of the Holiday Journey 

The holidays are about connection – and that includes the connection between brands and shoppers on the move. Even as people shop more thoughtfully, they’re still driving, buying, and celebrating. As travel increases and consumer intent peaks, in-car marketing offers a direct route to influence choices and lead customers straight to your locations. 

Ready to bring your holiday campaign to life on the road? Get in touch here, and one of our in-car marketing advisors will help you get started.