The ultimate guide to strategic sampling this holiday season

Sleigh bells aren’t quite ringing, but if you're a brand marketer vying for a coveted spot under the holiday tree, you should be listening: the holiday gifting season has already begun! Consumer behaviour has shifted, and last-minute festive dashes are a thing of the past. Now, shoppers are meticulously planning their holiday season shopping journeys, which are being shaped by three core trends: psychology, digital discovery and strategic sampling.

This year, brand marketers looking to effectively cut through the cacophony of holiday season carols must have a robust understanding of how their target audiences are tackling this year’s shopping. Luckily, we’ve taken a dive straight into the data behind North American shopping habits—and even the psychology of holiday gifting! All of this to reveal how an effective strategic sampling campaign deployed today, directly translates into confident holiday purchases, a hefty boost in festive sales, and even a significant reduction in post-holiday returns. 

The psychology of gifting

Holiday gifting in North America is a blend of tradition, emotion and - increasingly - practicality. Consumers no longer want to buy ‘stuff’ to gift to their loved ones; they want to provide curated experiences and make considered investments to express their affection and appreciation during the holidays.

In fact, in 2025, gift givers are hyper-focused on meeting their recipients’ exact preferences. Last year, 64% of North American shoppers asked recipients what they wanted - a trend that continues this year. For brands, this can only be a positive trend—and one that a strategic sample can help to guarantee sales. What’s more, gifts that miss the mark often contribute to high return rates - an action brands are keen to avoid.

Moreover, this new proactive approach to festive spending also aligns with the growing trend of cost consciousness among consumers. 47% of shoppers buy early to avoid late-season price hikes, as well as potential stock issues. This makes early engagement more than necessary for brands and shoppers alike. It also means strategic sampling becomes a critical point of influence before the holiday season.

For high value categories like beauty, fragrance and skincare, the holiday season presents its own challenges. While consumers are willing to spend more on a gift for a loved one, they are becoming more and more risk averse. Modern consumers - particularly Gen Z and millennials - aren’t buying commodities; they’re buying emotional experiences, and the promise of quality. 

This is where a strategic sampling campaign can truly prove its worth in helping brands stand out during a busy holiday season. It operates on three psychological principles:

1. Risk reduction

A key barrier to purchasing new, high value items is the fear of it not being the right fit. Fragrance, for example, may not suit a loved one’s skin chemistry; a skincare product may cause an adverse reaction. A sample eliminates this fear, and the stats prove it:

80% of North American consumers are projected to buy something they wouldn’t have otherwise, simply because they were given the opportunity to sample it first.

This is the psychology behind converting a high-value item from a gamble into a confident, informed purchase. Equally so, the true genius of a strategic sampling campaign of this nature, is the impact it could have on post-holiday return rates. In 2024, $743 billion in merchandise was returned, representing 14.5% of total retail sales. 

This staggering financial burden, as well as an environmental burden, is a direct result of unwanted gifts, making a strategic sampling campaign an even greater return on investment. By taking a potential return and transforming it into a satisfied customer, it achieves a higher return.

2. Emotional connection & reciprocity

Gifting is deeply emotional. Brands that can provide a sample - particularly one that is personalized and feels like a gesture of generosity - builds trust and emotional loyalty. During a time when consumer trust is at an all-time low, but desire to spend is at a seasonal high, this sense of reciprocity acts as a powerful psychological trigger that motivates consumers to return the favor with a purchase.

3. First impressions count - make it unforgettable

Unlike a fleeting advertisement, strategic sampling engages multiple senses, and creates a lasting memory. Fragrance in particular is personal, providing a sensory experience is vital and scent memory becomes a powerful trigger for future purchase intent.

Strategic sampling framework for success this holiday season

Gone are the days of sampling being a hopeful gesture. Modern strategic sampling campaigns are deliberate and data-driven - and designed for ongoing brand loyalty and advocacy. 

A strategic sample has influence that extends beyond the single consumer who receives it. In 2025, a product sample may be the physical starting point, but its impact creates a digital ripple effect that influences the entire holiday gifting ecosystem.

When a consumer has a positive experience with a sample, they become an ambassador. This is a truly powerful form of marketing, as trust in content creator recommendations during the holidays has seen a dramatic increase, jumping by 30 percentage points to 42% in 2025. This extends to a consumer’s own social circle, where a positive recommendation from a trusted friend holds immense sway.

An equally important influencer to consider this holiday season is the humble large language model. A sample can also act as a crucial data point for AI-driven commerce. After all, 58% of Americans are planning to use AI for gift inspiration, while 43% will use AI chatbots. A positive review or social post sparked by a sample is precisely the kind of rich, authentic data that AI algorithms use to make recommendations to other consumers.

Strategic samples to help you win this holiday season

The 2025 North American holiday season is purported to be a testament to intentionality - and we like that. Consumers are making fewer, more deliberate purchases during the holiday season, and they’re starting their research earlier than ever before. 

For brands, the opportunity lies, not in the festive rush, but in the quieter months leading up to it - now. By using data to inform a strategic sampling campaign, we’re supporting brands in transforming a simple sample into a highly effective marketing pillar that secures high-value purchases and builds lasting loyalty.

The time to influence this season’s most important gifting decisions isn’t November - it’s now! Let’s get the holiday season off to a positive start, shall we? Get in touch today.