Seasonal shopping has lost its rhythm. What used to be distinct calendar moments have collapsed into one long promotional stretch. Halloween now kicks off in July, with Spirit Halloween pop-ups quick to follow. Holiday campaigns begin creeping in by September. Prime Day has stretched into a record four-day event: U.S. consumers spent $24.1 billion online from July 8 to 11, 2025, marking a 30.3% year-over-year increase. However, that average daily spending was lower than in previous years, indicating that extending Prime Day may have diluted urgency and fatigued shoppers.
Retailers may be creating more moments, but the experience for shoppers is anything but magical. Instead of sparking excitement, this constant drumbeat of promotions leaves many feeling overwhelmed.
The good news is that retailers already have many of the tools they need to close this gap. The challenge now is aligning teams internally and using the right data to guide marketing execution more effectively.
Disconnected Signals
At the center of this challenge is a disconnect between commerce planning and marketing execution. Commerce teams have learned to move fast in response to pandemic-era disruptions and ongoing supply chain volatility. That reactive model, once a necessity, has now become the default approach even as conditions have stabilized.
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Marketing, however, hasn’t kept pace. Many teams still rely on fixed campaign calendars and broad messaging that fail to reflect how or when people shop. Commerce teams now respond in real time across ecommerce, in-store and social channels, while marketing remains locked in a playbook built for predictability.
Consider back-to-school season, when 67% of families began their school shopping by early July, the highest early start since 2018. Many consumers are trying to get ahead of inflation and potential price hikes, but brands continue to push out national campaigns that do not reflect regional differences or changing behaviors. This disconnect, sending the same message everywhere at once, erodes shopper trust and wastes engagement opportunities.
Rethinking the Playbook
To fix this, retailers must move from problem to practice. Aligning marketing with commerce planning is key. Commerce teams already make informed decisions based on regional buying patterns, inventory and emerging consumer trends. Marketing should be guided by those same signals to ensure messaging lands at the right time and place.
This does not require new technology. Marketers need to use the data they already have, including geographic insights, past purchase behavior and inventory levels, to inform messaging decisions. The goal is not just personalization; it is clear, relevant communication that reflects real consumer behavior.
Making Marketing Work for Commerce
A commerce-aligned marketing approach recognizes that shopping timelines vary widely. Some households are ready for Halloween décor while others still favor summer essentials like sunscreen and pool gear. Some are in back-to-school mode, while others will not need school supplies for weeks. These insights exist but remain mostly untapped.
The answer is not more campaigns; it’s smarter ones, grounded in commerce strategy and real consumer behavior. Marketing should engage when shoppers are ready, not just when retailers are ready to sell.
From Alignment to Impact
Looking ahead, success means breaking down silos. Marketing and commerce must act as partners, not separate functions. The data is there; the alignment is not.
Retailers that reconnect these teams will not just optimize campaigns; they will create better experiences. They will match the right product with the right message at the right time, a realistic goal that starts with internal collaboration and a shared understanding of consumer journeys.
Marketing aligned with commerce strategy is no longer optional — it is essential. In a fragmented marketplace where consumer attention is fleeting, retailers that align thoughtfully will gain more than short-term sales. They will earn lasting consumer trust.
David MacDonald is EVP, Head of Retail and Commerce Practice at Razorfish. In this role, he helps Razorfish’s clients connect brand purpose to performance through a unified commerce experience. Previously MacDonald was the EVP, Managing Director of Publicis Commerce. He is an expert in digital commerce experiences and has spent 23+ years in the IT Industry -–– with the last 20 years across various Publicis Groupe agencies, leading and consulting on data-driven global transformation projects. As a results-oriented leader, he excels at adapting to rapidly changing environments, breaking down organizational silos and providing visionary approaches to business transformation engagements.
