Caroline Decourcy, effectiveness director at Talon, writes
As the festive season approaches, Irish consumers are already in motion – browsing, planning, and spending. But behind the magic lies a set of behavioural patterns that, when understood, can unlock powerful opportunities for brands. At Talon, we’ve been analysing these patterns to help agencies build smart and effective out of home (OOH) campaigns heading into the last quarter of the year.
Our latest research shows that Christmas shopping now kicks off well before December, in fact, 31 per cent of consumers begin their gift buying between September and October, with momentum building through November (23 per cent), Black Friday (nine per cent), first week of December (12 per cent) and the week before Christmas (three per cent).
Fridays (12 per cent), Saturdays (16 per cent), and evenings (18 per cent) are key moments for footfall, with 62 per cent planning to shop in-store. When looking at travel patterns, 74 per cent plan to use public transport, 65 per cent will travel by car, and 37 per cent will enjoy the down time to walk places. With consumers actively moving through cities to shop, socialise, and celebrate, OOH offers unmatched visibility during these high-footfall moments.
But shopping isn’t just transactional, it’s social. As many as 64 per cent of consumers plan to meet friends while out and about, 50 per cent will dine at restaurants, and over a third will visit pubs post-purchase. These behaviours extend the influence of OOH beyond retail, into hospitality, leisure, commuter spaces and roadside making it a powerful touchpoint for brands looking to connect in real-time.
With Talon’s programmatic DSP, Optimise, we’re able to deliver precision targeting at scale based on real-time behaviours and contextual triggers. Whether it’s tailoring creative to weather conditions, time of day, or audience segments like luxury shoppers or last-minute buyers, Optimise ensures campaigns remain agile and relevant. This approach works most effectively when paired with a classic OOH buy, ensuring brands reach their target audience across all stages of the marketing funnel.
This year, 44 per cent of consumers plan to spend more, with notable increases in food (26 per cent) and drink (five per cent). These categories are ripe for influence, and OOH, with its ability to deliver high-frequency, high-impact messaging, is well positioned to drive action.
Call to action
We’ve been tracking how Irish shoppers are navigating the festive season, blending retail with social and leisure moments. From high-footfall weekends to commute journeys and in-store visits, OOH continues to be a powerful channel to connect with audiences in real time. With our programmatic DSP, Optimise, we’re helping brands activate smarter, more agile campaigns that drive both short-term sales and long-term brand impact.
