5 Things Media Buyers Should Know About Reaching Women This Holiday Season
Women do most of the holiday shopping. They buy for partners, kids, parents, friends, teachers and coworkers, and increasingly for themselves. For brands that sell giftable products, she is the most important audience of the season.
It's mid-October, and the biggest shopping weeks are still ahead. Here are five things media buyers should know to reach her before the year is out.
1. She's the buyer, even when she isn't the recipient
In a OnePoll survey of 2,000 UK adults, 72% of women said they are primarily responsible for gift buying in their household. That means a men's watch, a kid's toy or a dad's gadget is often chosen by a woman.
Plan audiences around who is buying, not only who the product is for. Then segment by how she shops. A woman buying for ten people behaves differently from one treating herself or one racing a shipping deadline, and each needs a different message.
2. The season isn't over at Cyber Week
Cyber Week gets the headlines, but plenty of shopping happens after it. According to Drive Research, 28% of consumers finish their holiday shopping after Cyber Week, and self-gifting carries well into January.
That gives buyers four windows still to work with:
Now through late November: shoppers are browsing and building ideas. CTV, creator content and AI answers do the most work here.
Cyber Week (Nov 27–Dec 1): deal hunting peaks. Retail media and video capture intent.
December 1–24: last-minute shoppers want speed and certainty. Mobile video and streaming audio meet them on the go.
January: gift cards, returns and "one for me" purchases keep the season going.
3. She decides on her phone
Mobile accounted for 56.4% of online holiday spend in 2025, the first full season above half, according to Adobe Analytics. Gift decisions now happen mid-scroll, between errands and in the last ten minutes before a shipping cutoff.
Build creative for a vertical screen first. Shoppable video and mobile-first formats meet her in the posture she actually buys in, while desktop-first creative arrives in the wrong place. This matters even more for Hispanic shoppers, who are 1.75x more dependent on smartphones than the general population.
4. Creators and AI shape what she considers
Before she clicks "buy," she is often taking a recommendation. Creator gift guides and wishlist videos act as trusted filters, and proof of personal ownership ("I have this and I love it") carries more weight than generic holiday sparkle.
AI is now part of that filter too. Impact.com found that 64% of shoppers planned to use AI to find deals. A question like "a nice gift for my sister under $100" can narrow her options before an ad ever appears. Buyers should treat creator content and AI conversations, including ads in ChatGPT, as real media environments, not side bets.
5. Value doesn't have to mean discount
Price pressure is real: 69% of consumers say higher costs will shape how they shop this season. But for giftable brands, value is about worth as much as price.
The strongest frame is the everyday upgrade she would never buy for herself, like better towels, real pajamas or a phone case she's proud to show off. Pair that story with the details that make buying easy: free shipping up front, gift-ready packaging and clear delivery dates. That combination wins without racing to the deepest discount.
The bottom line
Women run the holiday, and there is still time to reach them. Plan around who is buying, segment by how she shops, build for her phone, show up where she takes recommendations and lead with worth.
For more on how holiday shoppers plan, discover and decide, see banMe's AudienceIQ™ 2026 Holiday Shopper Edition at banmemedia.com.
