By Rosie Holt (Research and Insight Manager)

Yes, we know – it’s still summer. The sun’s (mostly) shining, BBQs still have a firm grip on the nation’s weekend plans, and nobody’s ready to hear “All I Want for Christmas” on repeat. But for brands and advertisers? It’s time to start thinking about two of the biggest shopping moments of the year. The challenge isn’t just about having the right product or promotion; it’s about being visible when decisions are forming. Out of Home, with its unique blend of scale and retail proximity, is one of the few channels that can influence and inspire both the build-up and moment of purchase.

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‍Christmas matters more than ever

In our Retail Occasions series, we take a deep dive into how shoppers behave around key moments in the calendar. We’ve spoken to 1,000 UK consumers to understand how they’re preparing for Black Friday and Christmas and, no surprise, the appetite to spend is strong. In 2024, UK shoppers spent £7bn during Black Friday and a huge £23bn over Christmas. Whilst these are busy shopping times - they are also powerful category entry points. Whether it’s gifting, entertaining, or upgrading tech, these occasions get shoppers thinking about specific products and categories. Mental availability matters – you need to be top-of-mind when shoppers are planning. But being remembered isn’t enough: your brand also needs to be easy to find. Together, mental and physical availability get you into the basket first.

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The countdown is on...

Black Friday has become the unofficial start of Christmas shopping. Almost all the UK population plans to buy for the festive season, and three in four say they’ll begin around Black Friday - making it a key moment in the build-up to December spending. The timing, though, varies by category. Electronics are on shoppers minds early, and Black Friday provides a key moment for deals and decision-making.  

Food and drink are often left to the last minute, with many not buying items like alcoholic drinks until the final week before Christmas - and for most, those purchases still happen in person. A third of shoppers say they’ll do all their festive buying in physical stores, keeping instore shopping central to the Christmas experience. To cut through, brands need to show up across the whole countdown - building mental availability early, and reinforcing physical availability as the day draws near.

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It’s more than presents

Christmas isn’t just about gifts - it’s about the experiences and memories that bring people together. From watching festive films (62%) to cooking and baking (half of shoppers) or hosting celebrations at home (30%), these moments define the season for many.

Brands have a unique opportunity to be part of those experiences. The snacks on the table, the fragrance worn to a party, or the decorations around the home aren’t just functional purchases - they help shape the memories of the season.

Out of Home plays a natural role here too. From the billboards people pass on their way to Christmas markets, to the posters near supermarkets and shopping centres, OOH becomes part of the festive backdrop. Just as the products people buy shape their memories, so do the brand messages they see in these shared spaces. By combining visibility with timing, OOH helps ensure that when people are choosing snacks, gifts, or decorations, your brand is already top-of-mind - becoming part of the experience, not just the shelf.

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Be Christmas No1  

To hit the top of the festive chart, brands need to be visible across the entire path to purchase - from early planning through to the point of sale. Bauer Media Outdoor helps advertisers stay top-of-mind (mental availability) and easy to find (physical availability) with a three-part strategy:

• Build
  At Bauer Media Outdoor, we reach 90% of UK adults every fortnight – including those important light buyers, who might not be frequent shoppers but are often swayed by timely, well-placed messaging. This scale makes us a powerful partner for building mental availability, helping brands stay front-of-mind throughout the build up.
  

• Reinforce
  Our Bauer Media Outdoor proximity packages deliver messaging close to key retail locations, reinforcing physical availability just as shoppers are heading in-store or considering what to buy.
  

• Remind
  Activate across Bauer Media Outdoor’s retail media networks to stay present at the moment of decision - helping shoppers choose your brand over competitors right at the shelf.

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Time to wrap up

Black Friday and Christmas aren’t only shopping seasons – they’re emotional, high-impact moments that act as powerful category entry points, shaping brand memory, influencing choice, and helping brands get picked.

The brands that plan ahead, stay visible, and show up consistently – both mentally and physically – are the ones that build lasting connections and end up in the basket. And with its high broadcast reach, Out of Home plays a key role in that visibility. So, while the sandals and shades might still be out, it’s a smart time to start planning for some of the biggest shopping events of the year.  

‍Sources: Toluna Retail Occasions Survey, June 25, PwC, Route 55
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Ready to rise to the occasion?

Our new Retail Occasions insight series is designed to help you identify the most valuable shopping moments throughout the year and understand how to leverage them for growth. If you’d like to know more, get in touch with us to chat about your enquiry.