As the year wraps up, the holiday season brings a shift in how people think, shop, and give. Generosity is at an all-time high, families are focused on creating special moments, tech enthusiasts are eyeing upgrades, and new parents are settling into routines that set the stage for the year ahead.

This December, we’re spotlighting four key audience groups: Charity Donors, Children’s Product Buyers, Tech and Gadget Shoppers, and New Parents. Each group reflects the spirit of the season—giving, celebrating, and embracing fresh starts. Whether it’s inspiring acts of kindness, meeting family needs, or catering to evolving priorities, December is a prime time to connect with these audiences in meaningful ways.

Ready to plan campaigns that resonate? Let’s dive into why these audiences matter and how to reach them.

Audience #1: Charity Donors

Why Now?
December is a month of generosity, with the spirit of giving front and center. Charitable donations peak during this time, with 31% of annual giving happening in December. This is the season for nonprofits to make the biggest impact, as donors are eager to contribute before the year ends. 

How to Reach Them: 

• Target Past Contributors: Identify individuals who have previously donated or attended events for similar causes. Leverage first-party, opt-in data to pinpoint and reach these engaged donors. 
• Craft Heartfelt Stories: Share testimonials, community impact reports, or before-and-after visuals to show how contributions make a tangible difference.
• Promote Year-End Benefits: Highlight the practical side of giving, such as tax deductions or employer donation matching. Pair these incentives with countdown messaging to create urgency.

Audience #2: Children’s Product Buyers

Why Now?
The holiday season is a peak time for shopping in the children’s product category, with parents, grandparents, and caregivers searching for toys, clothing, and other gifts for the little ones in their lives. As December progresses, the focus shifts from pre-holiday gift-giving to January’s post-holiday sales. These sales set the stage for early planning of birthdays, celebrations, or replenishing essentials for the year ahead.

How to Reach Them:

• Use Family-Centered Messaging: Highlight how your products promote family bonding, like board games for quality time or outdoor gear for shared adventures.
• Spotlight Savings: Capitalize on January’s discount-driven mindset by offering exclusive post-holiday deals for budget-conscious shoppers.
• Inspire Through Content: Share gift guides categorized by age, interest, or developmental goals. Position your brand as a trusted partner in thoughtful giving.

Audience #3: Tech and Gadget Shoppers

Why Now?
The holiday season fuels a surge in demand for tech gadgets, with items like smart home devices, wearables, and gaming consoles topping wish lists. December is prime time for gift-giving, while January ushers in another wave of tech shopping at discount prices. Consumers often use holiday gift cards or refunds to purchase the gadgets they’ve been eyeing. This extended interest makes now the perfect time to reach tech enthusiasts.

How to Reach Them:

• Feature What’s New: Showcase cutting-edge innovations, such as AI-driven home devices or wearable tech, and highlight how they fit into modern lifestyles.

• Focus on Ease of Use: Simplify the decision process for gift-givers by promoting devices with intuitive interfaces and compatibility with existing tech ecosystems.

• Tap Into Post-Holiday Trends: Use messaging like “Turn those gift cards into the gadgets you’ve always wanted” to attract January shoppers ready to splurge.

Audience #4: New Parents

Why Now?
The transition into a new year often prompts new parents to prioritize organization, convenience, and tools that make family life smoother. January is a time for settling into routines and ensuring their little ones have everything they need to thrive. From baby gear to toddler essentials, this audience is actively seeking products that simplify parenting.

How to Reach Them:

• Prioritize Practicality: Highlight products like car seats, organizational tools, or meal prep systems that reduce stress for busy parents.
• Foster Connections: Build a sense of community with initiatives like parenting webinars, online forums, or shared parenting stories.
• Align With New Year Themes: Use hooks like “Start the year with smarter parenting solutions” to show how your offerings fit seamlessly into their lives.

Turning Insight Into Action for the Year Ahead

December is a month filled with generosity, family connections, and readiness for fresh starts—all reflected in our featured audiences: Charity Donors, Children’s Product Buyers, Tech and Gadget Shoppers, and New Parents. 

BRIDGE’s first-party, people-based approach ensures your campaigns reach real, verified individuals within these audience segments. By connecting with people where they are most engaged—whether they’re shopping for their children, giving back, or planning for the future—we help you deliver messages that resonate.

Ready to make your campaigns stand out this holiday season and beyond? Partner with BRIDGE to connect with real people and create meaningful results. Together, let’s build impactful campaigns.