Audience Segmentation

Refresh Your 2019 Holiday Marketing Campaigns with New Shopper Segments

With so many brands vying for consumer attention, it’s more important than ever that you reach the right audience for your holiday marketing campaigns precisely when they are ready to engage. However, reaching your target customers during the busy holiday season can be challenging for a variety of reasons. Brands have to compete with work and family priorities, in addition to other brands. 

Mobilewalla’s Holiday Shopper Audience Segments can provide the audience insights needed to target the right audience at the right time with the right offer. Our audience segments are accessible across DSP, DMP, and social platforms to help you maximize consumer engagement during the busy holiday season.  

To build our annual Holiday Shopper Segments, we analyzed relevant app usage data with location visitation data on observed devices during the 2018 holiday season - creating highly accurate and targeted segments. 

We also analyzed traffic at the top 10 US malls, as listed by the Travel Channel¹, to better understand holiday trends in brick-and-mortar shopping. 

Here are some key findings from the 2018 holiday shopping season:

Foot Traffic Analysis

One of the somewhat surprising findings as a result of this analysis was that, despite continued reports to the contrary, people still go to the mall. Not only are they going, but it’s common to drive 10-20 miles to get there. Some other less surprising, but validating findings included:

  1. Holiday retail traffic spikes the week before Thanksgiving and the week before Christmas.
  2. The traffic increase during Black Friday is brief, suggesting those shoppers are going to specific retailers or shopping online.
  3. Christmas retail drop off is brief and end of year traffic is minimal.

Behavior and Demographic Analysis

Further examination of consumer demographics and behavior revealed some interesting insights:

  1. Wealthy individuals are more likely to visit a shopping mall in the winter months, especially around the holidays. 
  2. Healthcare professionals are more likely to be seen at a mall during the holiday season than any other time of year.
  3. Gen Z mall traffic tends to be lower than Millennial traffic during the rest of the year but is roughly the same during the holiday season.

With the holidays approaching, it’s vital that you have a strategy to capture the attention and wallet share of your most valuable customers and prospects.

Download our Holiday Shopper Segments 2019 to learn more about our segments or get in touch with a Mobilewalla data expert to learn how you can drive higher ROI with your holiday campaigns.



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Mobilewalla is a global leader in consumer intelligence solutions, leveraging the industry’s most robust consumer data set and deep artificial intelligence expertise. Our refined consumer insights provide enterprises with unparalleled access to the digital and offline behavior patterns of customers, prospects, and competition.

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