For nonprofits, the last stretch of the year is more than just “year-end.” It’s a window when generosity is in the air, cultural traditions are in full swing, and people are looking for ways to connect and make an impact. It’s also when donor motivations can shift week by week, mirroring the way holiday shoppers change how, when, and why they buy.
Our new Holiday Shopping Unwrapped report, based on surveys with more than 9,000 consumers across nine countries, digs into those shifts in detail, the mindsets that drive them, the key audiences to pay attention to, and the cultural nuances that shape them
While the report focuses on retail behavior, the findings have clear implications for nonprofits and fundraisers: the same emotions that drive someone to find the perfect gift can inspire them to make a donation.
Here’s how nonprofit marketers can use those insights to reach more supporters and make every Moment of the season count—from joy in November, discovery in December, urgency at year’s end, and reflection in January.
1. The emotional core is your strongest asset
Generosity, connection, and shared rituals sit at the heart of the holidays. The report found that 52% of shoppers globally say their main motivation for giving gifts is simply to bring others joy. For nonprofits, that’s the emotional bullseye: people want to feel good about giving.
Facts and figures have their place, but during the holidays, an effective way to inspire action is through stories that let supporters imagine the joy or relief their gift can bring, whether that’s funding a hot meal, preserving a local landmark, or rescuing an animal.
The trick is to make that emotional connection tangible. Think before-and-after stories, personal testimonies, and specific outcomes. A vague “support our cause” can’t compete with a story that starts, “Your gift will put 12 blankets in the hands of families in need this winter.”
2. “Joyful Shoppers” are primed for your message
In the Pre-Peak Sales phase (early November), holiday cues start to work their magic. Music, films, store displays, and gift guides create a cultural signal: it’s time to start thinking about others.
Dr. Rachel Lawes, semiotics expert and author, explains that these cues shift people into a different mindset: “Once you see [Starbucks’ iconic] red cups, it's a powerful semiotic sign saying, ‘The holidays are nearly here. Get excited now.’”
Additionally, Holiday Shopping Unwrapped shows that during this period, the importance of price for holiday gifts drops by 35% compared to the rest of the year.
For nonprofits, all of this is a green light. November is a prime moment to frame donations as gifts with personal meaning: gifts that honor a loved one, uphold a tradition, or express shared values. Campaigns that lean into seasonal rituals, or invite donors to make a gift in someone’s name, can connect with this mood.
3. Curators crave a story
By early December, many people have taken care of their “safe” or obvious gifts. That’s when the Curators come into play, i.e. people actively looking for something that feels one-of-a-kind, with a story to tell.
Dr. Jason Pallant, senior lecturer of marketing at RMIT University, notes that this is when shoppers switch into discovery mode: “A lot of consumers come into the actual Christmas season looking for new stuff: exploring, trying to get something even better, maybe trying to surprise somebody with something.”
For nonprofits, this is a chance to make your mission the story. Package your programs in ways that feel distinct, such as limited-edition experiences, behind-the-scenes tours, or campaign updates that donors can share with family over the holidays.
Importantly, a Curator’s interest isn’t only about the product or cause itself, it’s about what it says about them. Supporting a unique or culturally rich cause lets them signal something about their identity. That’s why sharing your backstory, cultural heritage, or grassroots roots can make your appeal stand out in a busy season.
4. Deadlines drive action
In mid-December’s Last-Minute Sprint, urgency takes over. For Last Minute Listers concerned about shipping cut-offs or stock levels, a donation in a loved one's name can be a clever, stress-free way to bypass those concerns, either as a full-blown gift or a thoughtful stocking stuffer.
For nonprofits, the equivalent is the December 31st donation deadline, especially for donors who want to maximise tax benefits, or a final year-end push tied to a time-sensitive need.
For shoppers, “last-minute” isn’t always about poor planning. Sometimes it’s just the way people are wired. The same is true for donors. Some will respond immediately to a compelling appeal, but only if it’s easy to act.
This is when clarity beats creativity. If you’re running a ‘match’ campaign, make the end date impossible to miss. Use short, direct subject lines in email (“24 hours left to double your gift”) and make sure mobile donation forms are lightning-fast. A stressed donor faced with friction is more likely to close the tab than complete the gift.
5. Don’t stop on December 25th
While many nonprofits go quiet after Christmas, our report shows that people’s generosity (and spending) continues. In Betwixtmas (the period between observational days such as Christmas and December 30th), shoppers indulge in self-gifting, while in January’s New Year phase, nearly two-thirds of European shoppers are buying for self-improvement.
These moments can be reframed for giving. Dr. Rachel Lawes describes Betwixtmas as a time when “you’re off the hook now,” which makes it a perfect period for donors to give themselves the satisfaction of doing good—all without the pressure of the gift-giving rush.
And in January, when people are focused on self-improvement, nonprofit messaging can position giving as a core part of that journey. Supporting a cause can be a way to live out values, build habits, and start the year with purpose. Nancy Harhut calls these temporal landmarks: moments when people are primed to make changes. Smart nonprofits will have a New Year campaign ready to capture that energy.
