The last three months of the year- from Click Frenzy to Christmas to Boxing Day – account for the largest share of annual retail revenue for fashion and beauty brands. It’s not just the biggest window for sales; it’s also the most competitive.

So, what separates the brands that win big from the ones that don’t?

They’re not just discounting. They’re building content ecosystems – tapping into anticipation, gifting behaviours, and lifestyle-driven moments that keep customers engaged throughout the entire season.

Here’s how high-performing brands are showing up during retail’s most important quarter and how your brand can too. especially with support from a luxury digital marketing agency Brisbane brands trust.

1. Email as the Engine of Anticipation
   

Email remains one of the highest-performing digital channels, but in a season when everyone’s inbox is flooded with ads, success isn’t about constantly adding to the pile.

It’s about sending the right one.

• Build the Buzz Smart brands start early to build momentum – think countdowns and teasers to create a sense of urgency, and “save the dates” or sneak peeks to give customers a reason to keep an eye out
• Segment the audience Customers aren’t all the same, and their emails shouldn’t be either – VIP early access, personalised recommendations, gift guides, or limited-time bundles

MECCA consistently nails email campaigns in Australia with beautifully branded gift guides and tiered “for Him, for Her, for under $50 edits.

Internationally, Sephora leverages loyalty programs to offer countdown deals and member-only perks, turning emails into complete shopping experiences.

If you need strategic planning and automation setup, working with an expert email marketing agency Brisbane retailers use can turn seasonal engagement into long-term loyalty.

2. Google Ads: Capturing High-Intent Buyers

In Q4, intent in everything. When excitement peaks, shoppers turn to Google to find exactly what they are looking for. 

Searches like:

“Christmas beauty gift sets”

“Melbourne cup dresses”

“Best NYE outfits”

Brands that own these high-intent moments with Search, Shopping, and Performance Max campaigns convert more clicks into customers.

The Iconic dominates fashion-related search terms around major events, ensuring their pieces are front and centre for time-poor shoppers.

And Adore Beauty optimises Shopping ads with high-converting seasonal keywords like “holiday collection” and structured product bundles to boost visibility.

With the right Google Ads agency Brisbane experts driving optimisation and remarketing across YouTube + Display, brands stay top-of-mind all the way to checkout.

3. Meta Ads: Precision Conversion at Scale

Meta ads remain the best place to convert casual interest into real revenue, but it’s not just about running blanket sales ads. The most effective brands run layered, multi-intent campaigns that drive sales and build brand equity at the same time. especially when partnering with a specialist meta advertising agency to structure a strategic funnel.

• Awareness ads showcasing gifting ideas and a new holiday collection
• Retargeting ads for carts and product viewers
• Dynamic product ads that highlight “last-minute gifts under $100” or “still available for express delivery”

Locally

Adore Beauty is a great local example – they pair educational organic content (think skincare how-tos or hairstyling tips) with paid ads to warm audiences before hitting them with gift bundles closer to Christmas

Globally

ASOS uses urgency-driven creatives like countdown timers to “gifts under $100” carousels to boost conversion in a cluttered ad environment.

At Patch, we help fashion, beauty, and lifestyle brands build digital campaigns that actually perform. From high-converting Meta and Google Ads to beautifully branded email flows, we help you turn seasonal traffic into real growth without the chaos.

Want to make the most of the next three months? Let’s connect and strategise to make this your most profitable quarter yet.