Now that we’ve officially entered the “ber” months, the holidays are quickly approaching.

Consumer cashback rewards company Ibotta released its 2025 Holiday Outlook, with five data-backed strategies for brands to be successful this holiday season. Ibotta’s approach is as follows:

1. Timing is everything: get your offers live for peak holiday weeks
2. Single category shopping isn’t real life: shoppers are consolidating everything
3. Countering peak pricing: why your promotions are shoppers’ best bet
4. BevAlc brands: win the season with promotions and delivery
5. Capitalize on high demand: drive volume when prices are lowest on seasonal products

Chris Riedy, chief revenue officer at Ibotta, shares how this year’s strategies and findings differ from previous years.

“The holiday shopping season typically begins before the first leaf falls, but Ibotta’s data tells a different story in 2025,” he says. “This year, holiday shoppers are planning to hit the stores later than we’ve seen over the past five years. In 2024, 66% of shoppers said they would do most of their holiday shopping in November and December; this year, that number jumps to 86%.”

For brands, Riedy expresses that this shift underscores the importance of timing promotional offers to align with shoppers pulling out their wallets. He also notes what these trends mean specifically for beverage brands.

“To win this holiday season, beverage brands will need to combine wide-scale promotions with seamless, personalized offers,” Riedy states. “Success isn’t just about presenting the right promotion — it’s about providing convenience when people need it most by pairing it with the right shopper at the right time.”

Economic uncertainty, inflation and ongoing tariffs mean shoppers’ price-consciousness is heightened, he adds.

“When budgets feel squeezed, tailored promotions have an opportunity to sway buying behavior more than ever,” Riedy says. “Consumers are motivated to seek compelling deals on the products they want most — whether through ‘deal days’ like Black Friday or targeted seasonal offers. These promotions capture attention in the moment, but also help influence brand loyalty beyond the holiday season.”

Whether as gifts or for a stocked holiday party, he shares that nearly 40% of shoppers surveyed said they are likely to purchase beverages this season.

“However, with prices and demand slated to rise, value and convenience will be key brand differentiators, laying a perfect foundation for personalized promotions,” Riedy notes.

As for other advice for beverage brands this holiday season, Riedy says that beer, wine and spirits are entering an especially competitive environment that is shaped by trade policy changes and broader economic uncertainty.

“At the same time, shopper behavior is shifting rapidly, with a steady decline in alcohol sales volume as consumers prioritize healthier, more affordable alcohol-free alternatives,” he states. “For beverage brands overall, adapting your promotional strategies to this new landscape is absolutely essential for near- and long-term success.”

As shopping becomes more omnichannel, brands have a prime opportunity to meet consumers wherever they are, Riedy explains.

“Customized digital promotions, in particular, can influence purchasing decisions at the moment of choice, helping brands stand out and capture share during this season,” he concludes.