Long Beach businesses planning their holiday marketing strategies may need to rethink their approach, according to new research that analyzed more than 44 billion emails and 83 million text messages sent globally during the 2025 peak shopping season. The findings, released by Intuit Mailchimp in its Mailchimp’s Breaking Through Peak Season Noise report, reveal that consumer shopping activity continues well beyond Black Friday and Cyber Monday (BFCM). For local retailers, restaurants, and service providers, these insights could shape how they allocate marketing resources and engage customers throughout the holiday season and into the new year.
One of the most striking findings is that weekend order rates were twice weekday rates, even though brands sent roughly 60% fewer messages on weekends. On the Sunday between Black Friday and Cyber Monday, brands sent 59% fewer emails and 82% fewer text messages than on Black Friday, yet shopping activity remained strong. This suggests that Long Beach businesses might benefit from maintaining a consistent presence on weekends rather than concentrating all promotional efforts on major shopping days. Quieter marketing days can still deliver strong sales, and overloading customers with messages during peak events may not be necessary.
The research also highlights the power of text messaging during high-activity periods. During BFCM weekend, SMS averaged a 15.7% click rate per message delivered, compared with 1.4% for email. At peak points, SMS generated up to six times higher order rates than email and three times higher revenue per message. For Long Beach businesses looking to cut through the noise, integrating SMS into their marketing mix could provide a more direct line to customers. However, email remained the larger overall revenue driver, so a balanced approach across both channels may be optimal.
First-time customers proved especially valuable. During BFCM weekend, shoppers making their first purchase from a brand accounted for 59% of email-attributed orders and nearly 70% of SMS-attributed orders. These new customers also spent more per order: average order values through email were 21% higher than repeat buyers, and through SMS they were 39% higher. For local businesses, this underscores the importance of holiday promotions not just for driving immediate sales but for acquiring new customers who may become long-term patrons. The data also showed that 16.6% of first-time holiday shoppers made another purchase within the first quarter of 2026, with a median gap of 26 days. That means the weeks after the holidays are critical for nurturing these new relationships.
These findings were developed with Datalily and analyzed messages sent through Mailchimp from Halloween through New Year’s Eve 2025. The research, also covered by (NewsUSA), provides a comprehensive look at consumer behavior during the busiest shopping period of the year. For Long Beach’s small business community, the implications are clear: holiday shopping is not confined to a few big days, and smart, well-timed communication across email and SMS can capture demand when it actually occurs. As the local economy continues to evolve, data-driven strategies like these could help area businesses compete more effectively and build lasting customer relationships.
