Holiday shopping behavior is more complex than the usual Black Friday and Cyber Monday (BFCM) frenzy suggests. A new analysis of more than 44 billion emails and 83 million text messages sent globally through Intuit Mailchimp from Halloween through New Year’s Eve 2025 reveals that consumer purchasing continues well beyond those major promotional events—and that quieter marketing days can be surprisingly strong for sales. The findings, detailed in Mailchimp’s Breaking Through Peak Season Noise report, have significant implications for how businesses plan their holiday campaigns and allocate resources.
One of the most striking findings is that weekend order rates were twice weekday rates, even though brands sent roughly 60% fewer messages on weekends. On the Sunday between Black Friday and Cyber Monday, brands sent 59% fewer emails and 82% fewer text messages than on Black Friday, yet shopping activity remained robust. This suggests that consumers are not solely driven by promotional bombardment; they shop when it suits their schedules, and brands that ease off on weekends may still capture sales. For marketers, this means that reducing message frequency during certain periods does not necessarily sacrifice revenue—and could even improve customer experience by avoiding inbox fatigue.
The research also highlights the growing power of text messaging during peak shopping periods. While email remained the larger overall revenue driver, SMS generated a 15.7% click rate per message delivered during BFCM weekend, compared with just 1.4% for email. At peak points during the season, SMS produced up to six times higher order rates than email and three times higher revenue per message. This underscores that consumers respond differently across channels, and businesses may benefit from integrating SMS more strategically into their holiday marketing mix. The immediacy and higher engagement of text messages can be particularly effective when shoppers are actively looking for deals.
First-time customers proved especially valuable. During BFCM weekend, shoppers making their first purchase from a brand accounted for 59% of email-attributed orders and nearly 70% of SMS-attributed orders. Moreover, their average order values were significantly higher: 21% higher than repeat buyers via email and 39% higher via SMS. This challenges the assumption that loyal customers are the biggest spenders during the holidays. Instead, the season presents a prime opportunity to acquire new customers who are willing to spend more on their initial purchase. For businesses, the implication is clear: holiday promotions should be designed not only to drive immediate sales but also to attract and convert first-time buyers.
Retention beyond the holidays is another critical takeaway. Among shoppers who made their first purchase during peak season, 16.6% purchased again during the first quarter of 2026, with a median repurchase interval of 26 days. This indicates that the weeks following the holiday rush are crucial for nurturing newly acquired customers. Brands that continue communicating with these shoppers—through targeted email or SMS campaigns—can turn a one-time holiday purchase into an ongoing relationship. The data suggests that the post-holiday period should not be treated as a quiet downtime but as a strategic window for engagement.
Collectively, these insights point to a broader shift in how consumers shop during the holidays. Shopping activity extends beyond the biggest promotional days, channel preferences vary, and first-time customers can become repeat buyers with the right follow-up. By understanding these patterns, businesses can better time their messages, choose the right channels, and build lasting connections with new customers. The full findings and interactive charts are available in the report, offering a roadmap for navigating the complexities of the peak season and beyond.
