As usual, Black Friday will remain the biggest shopping day of the year. But Klaviyo’s own browsing data confirms that consumers begin window shopping well before BFCM weekend.

Savvy shoppers are spreading purchases across days, devices, and channels, cherry-picking offers instead of rushing all at once. That makes it critical to deliver connected campaigns not just on Black Friday, but in the days before and after, too.

Nearly half of holiday revenue will land in just 16 days, leaving little room to recover from missed opportunities. Success hinges on having the right campaigns live at the right moment.

The 10 days before Black Friday are the “window shopping” phase, when consumers browse, research, and compare. Every product view, search, and text message tap is a buying signal. Brands that capture and act on these signals will be best positioned to convert once spending peaks.

Early trends like rising Halloween spend show shoppers are primed to celebrate and buy earlier. For marketers, timing is everything. In such a compressed window, winning brands will orchestrate consistent, cross-channel campaigns and deliver personalised offers that meet each audience’s intent—ensuring every message breaks through and drives action.