It’s crucial to consider the full Peak period, which starts as early as September – when 61% of those surveyed are beginning to buy Christmas presents1 – and finishes in January, towards the end of the sales season. Media plans should reflect the opportunities at every stage and follow the behaviour, as audiences move from early inspiration and last-minute gift shopping to the bustling post-Christmas and January sales.
Our premium destinations thrive across the Peak period
Although footfall remains strong throughout the year, this is the make or break season for many brands. Our premium destinations are right at the heart of it all – ramping up from early Black Friday offers, through the countdown to the festive season and across the holiday period itself.
So, what’s driving it?
The Peak period is as much about the experience as the shopping – finding every way possible to soak up the festive atmosphere. Our premium destinations surprise and delight with one-of-a-kind entertainment-led visits that audiences return to, even after the presents have been opened.
Download Audiences are out and about well beyond Christmas Day
The Peak period doesn’t stop on 25th December and neither does footfall. Boxing Day, New Year’s Eve celebrations and January sales all mean people are constantly out and about.
More broadly, whilst pubs see their strongest trading month throughout December, with sales up 5.1% YoY,3 11.6m people are planning an overnight domestic trip over the Christmas and new year period.4 61% of audiences will be commuting the week before Christmas and 42% will commute the week between Christmas and New Year’s Eve.1 Spending doesn’t stop there, with 68% of our key audience of 18-34s prioritising purchases in January.1 This continuous footfall means there’s a constant need for brand presence, avoiding the all too tempting post-Christmas drop off. The Peak period is a significant season in itself, with audiences remaining active, engaged and out of home well into the new year. Media plans shouldn’t fall short.
Be front of mind when they’re spending
Naturally, not every category follows the same journey, and the consideration window varies significantly by product.
The ramp up for the Clothing, Accessories and Beauty categories tends to start first,1 with sales peaking during last minute Christmas shopping. In the example of Westfield Stratford City, there were 56 visits a minute to a beauty store in December.2 Both alcoholic and non-alcoholic drinks come into focus in November, with purchasing peaking in early December.1 Food and groceries have a shorter but intense spike – consideration stretches across December with purchases happening right up to Christmas eve.1
Download Make your Peak period plan work harder with Ocean Creator
52% of audiences have purchased a gift because of influencer recommendation5 and 38% of 18-34s turn to influencers to help with Christmas shopping decisions.5 With their undeniable impact over festive spending, content creators can complement your OOH plan this Peak season.
Ocean Creator is a first-of-its-kind turnkey solution and the easiest, most effective way to make your OOH campaign work harder. It combines the brand-building power of premium OOH with the creative storytelling of creators, delivering a powerful, guaranteed ripple effect.
Why? Because we see the power of Ocean Creator, especially for 18-34s:
– 68% agreed that the campaign was more memorable by using both DOOH and the content creator6
– 63% said the inclusion of the creators made them pay more attention to the DOOH campaign6
– 74% said seeing the creators and DOOH made the campaign more shareable6
To win big this Peak period and make this season the most impactful yet, it’s important to plan early and it’s time to think big. Contact salesenquiries@oceanoutdoor.com to learn more about our Peak Planning opportunities.
1) Ocean Pulse survey, ‘Too early to talk Christmas’, June 2026
2) Battersea Power Station, Westfield Rise, St James Quarter, 2026
3) RMS UK, 2026
4) GOV.UK, 2026
5) Mavely influencer platform, 2024
6) Ocean Pulse survey, Ocean Creator Sky campaign, June 2026
