Black Friday has evolved from a one-day shopping frenzy to a month-long event, driven by early sales and a phenomenon often called “Christmas creep.” Retailers now launch deals as soon as November starts, making Black Friday just one part of an extended holiday shopping season. To stay competitive, brands have focused on building excitement and maintaining consumer attention throughout November rather than relying solely on deep discounts.

But while Black Friday dominates the season’s narrative, it’s the post-Christmas period—Crimbo Limbo—that presents a surprising opportunity for brands and advertisers. This often-overlooked time between Boxing Day and New Year’s Eve is emerging as a key shopping period, with many consumers turning to digital platforms to find inspiration and deals.

Crimbo Limbo: An underrated shopping season

New consumer data by Snapchat reveals that 84% of British consumers shop as much or more between Christmas and New Year as they do during Black Friday. For younger shoppers, particularly Gen Z and Millennials, this period holds even greater appeal. A staggering 92% of these generations report spending as much or more during Crimbo Limbo compared to other sales moments, including Black Friday.

What drives this behavior? Post-Christmas bargain-hunting, fueled by sales and cash gifts, plays a big role. Popular purchases during this time include clothing, food and drink, and home goods, reflecting a shift from gift-buying to self-indulgence. For many, shopping is a feel-good activity during this downtime – see the latest on this in The Drum - offering a mix of relaxation and personal reward.

Digital platforms power post-Christmas chopping

The rise of digital platforms has amplified the significance of Crimbo Limbo. Nearly half of Gen Z and Millennials report increased online shopping during this period with interactive features like virtual try-ons enhancing their experience. Online shopping isn’t just convenient; it’s also inspiring, helping consumers discover products and deals tailored to their interests.

Lower advertising costs after Christmas provide another advantage. For brands, this period offers a cost-effective way to reach highly engaged audiences ready to spend. Digital campaigns that focus on interactivity, personalization, and inspiration can help retailers turn this quiet week into a revenue driver.

Rethinking Holiday campaigns

Black Friday is no longer the singular focus it once was. Smart brands are shifting to a broader strategy, using Black Friday as a launchpad for an extended holiday campaign that continues well into the New Year. Crimbo Limbo, with its engaged audience and strong digital shopping trends, is an integral part of this approach.

For advertisers and retailers, the lesson is clear: don’t peak too early. By sustaining excitement and leveraging digital platforms, brands can capture the feel-good, self-gifting momentum of Crimbo Limbo and drive meaningful results well beyond Black Friday.