The holiday season has always been retail’s make-or-break time to shine, but the stakes are particularly high in 2025. It’s shaping up to be one of the most unpredictable yet as economic uncertainty lingers due to persistent inflation and the potential ripple effect of tariffs.
For brands, this creates a perfect storm of pressure; it’s no longer enough to capture attention with festive creative or gain ground by flooding channels with holiday messaging. They must deliver the joy and relevance that make the season magical and prove strong, measurable return on their marketing investments.
The dollars are out there: Respondents to the National Retail Federation’s annual consumer survey said they plan to increase their spending to the second-highest total in the survey’s 23-year history. Yet, that spend will be tempered by restraint, with shoppers laser-focused on value. The brands that win will be those that show up strategically by understanding how shoppers are making decisions in this critical season.
Three Pillars of Holiday Success
As Target’s retail media network, Roundel delivers the scale brands need to reach millions of holiday shoppers, combined with the accountability that proves every dollar is working harder. Here are three ways it provides the competitive edge brands need today.
Pillar 1: Guest-First Insights
Today’s shopper is expected to be more deliberate in their purchases. PwC’s 2025 Holiday Outlook report found that while Gen Z in particular may be scaling back their holiday budget, millennials, Gen X and baby boomers will maintain or even increase their seasonal spending. Of note, respondents will prioritize cherished holiday traditions—nearly three-quarters plan to gather over a home-cooked meal this year, for example.
Understanding this mindset is critical, especially as traditional holiday tentpoles lose their grip. Recent research shows that Black Friday and Cyber Monday (BFCM) appeal has dropped sharply—just 34% of shoppers found BFCM compelling in 2025, down from 48% in 2022. Because the holiday shopping window is no longer a single weekend sprint, brands have more opportunity to reach consumers, and Roundel’s guest insights help them deliver the right message at the right moment throughout the entire season.
Pillar 2: Closed-Loop Measurement
Understanding shopper behavior is only half the equation. Brands also need proof the strategies are working. Through closed-loop measurement (CLM), ad exposure is tied directly to sales outcomes—both online and in-store—giving brands the ability to measure true incrementality, not just vanity metrics like clicks or reach.
Closed-loop measurement now extends along all of Target’s social platforms, allowing brands to activate campaigns on Meta and Pinterest (soon expanding to TikTok and Snapchat) while still benefiting from sales-based attribution. Every impression throughout the funnel becomes purposeful and measurable, creating a comprehensive view of performance across the social ecosystem.
Pillar 3: Omnichannel Reach
The magic of shopping is the journey itself, one of discovery and delight. Roundel helps brands succeed by meeting shoppers wherever they are, weaving together moments in-store and online into a seamless experience. That means the engagement they feel while scrolling translates into conversion at the point of purchase.
Brands then have the opportunity to provide genuine solutions. More than ever, consumers are moved by personalized, relevant experiences rather than blanket discounts. That means presenting gift ideas inspired by what they already love, timely offers aligned to the season, and customized rewards that recognize their loyalty.
Target finds its in-store app users are four times more likely to be inspired while shopping at Target, showing the power of delivering tailored offers that invite discovery while presenting the value that is the key driver this season.
Target and Roundel Wrap up Holiday Performance
Target’s 2025 holiday playbook creates the ideal environment for Roundel campaigns to drive both relevance and results. With more than 20,000 new products—over half of them exclusive—Target is the go-to destination for guests seeking fresh ideas and thoughtful gifts while surrounded by the signature “Tarzhay” magic that makes affordable feel premium. The curated 2025 seasonal assortment answers all their gifting and hosting needs, bringing joy and convenience to every aisle.
That sense of connection drives measurable impact. Target’s site traffic surged 61% during peak holiday weeks compared to the prior 13-week average, and last season, 57% of Roundel campaigns delivered new-to-brand shoppers, allowing brands to start a relationship when it matters most.
By blending storytelling with performance across multiple touchpoints, Roundel helps brands build momentum and turn seasonal excitement into lasting engagement. Roundel’s data shows that layering onsite media with offsite platforms creates measurable uplift: Brands see 1.4 times baseline return on ad spend (ROAS) with two channels and 2.4 times when they activate three. The result is measurable incremental ROAS when it matters most.
Your Holiday Partner for Measurable Growth
Holiday 2025 leaves no room for guesswork. With every media dollar facing scrutiny, marketers can’t afford opaque metrics or wasteful spend. They need transparency and agility from a partner who prioritizes both reach and results.
Roundel delivers Target's scale and seasonal strength, backed by closed-loop measurement that proves incrementality. It’s the rare combination of a platform where millions of guests go to discover what’s new backed by a data infrastructure that proves ROI.
Are you ready to make this your most measurable holiday yet? Visit Roundel.com to discover how your brand can turn holiday spending into sustainable growth by tapping the power of Target’s seasonal momentum.
