How to Reach the Right Shoppers this Holiday Season


The holiday season is here, and that means marketers are rolling out digital ad campaigns to increase sales. With so much competition out there, you might be wondering how you’re going to capture those last minute holiday shoppers — especially if you have a limited budget.

The answer? Better targeting with AddThis.

AddThis 2015 Holiday Audience Segments

We understand a lot about consumer behavior data at AddThis, and we use our insights to benefit our customers whenever we can. For the 2015 holiday season, we analyzed the interests and behaviors of 1.9 billion unique visitors across the 15 million domains in our global data footprint, and we learned a lot! In fact, we created 10 holiday shopping personas and provided deep insight profiles—and targeting recommendations—for each.

Here’s a glimpse into a few of our segments:

1. Holiday Shoppers: Consumer Tech
This audience is interested in buying electronics this holiday season. They are early adopters of technology, and they proudly wear the moniker of geek.

  • Brands they like: Vonage, Verizon and Adidas
  • Where they’re socializing: Facebook, Twitter and LinkedIn
  • Where they live: Georgia, New Jersey, Florida
  • Other interests: Entertainment news, financial planning, fashion

2. Discount Shoppers
This audience is mostly parents, and they’re on a budget. They print coupons from online aggregators and keep up with deals for stores they like.

  • Brands they like: RedPlum and Hip2Save
  • Where they’re socializing: Facebook and Twitter
  • Where they live: Pennsylvania, New York, Ohio
  • Other interests: Cruises, hair products, coffee

3. Holiday Shoppers: Home Goods
This audience consists of home improvers, gardeners, and value shoppers. They take immaculate care of their homes, and they do it on a budget.

  • Brands they like: Sears, Whirlpool, True Value
  • Where they’re socializing: Facebook, Twitter, Pinterest
  • Where they live: Virginia, Illinois, Oregon
  • Other interests: Dogs, jewelry, camping

4. Winter Sports Enthusiasts
This audience enjoys traveling to national parks and ski spots. On the weekends they are away from their desktops and all mobile signals, enjoying their latest winter adventure.

  • Brands they like: Dicks’s Sporting Goods, National Geographic,
  • Where they’re socializing: Facebook, Twitter, Pinterest
  • Where they live: Washington, Colorado, California
  • Other interests: PC Games, environmental issues, investments

To learn more about these segments and dig into the others, download the AddThis 2015 Guide to Holiday Shoppers.

How to Use the Holiday Audience Segments

With the insights from The 2015 Holiday Buying Guide, you can learn how, where and when to reach consumers and quickly—we know that’s important, as we’re getting down to the wire—activate against them. We are integrated with the major DSPs and DMPs, including: The Trade Desk, BlueKai, Adobe, MediaMath, Google DBM and more.

Ready to learn more about AddThis Holiday Audience Segments and what they can do for you? Download the report or email us at to get started.