As we approach the end of 2025, one thing is certain: advertisers are taking a closer look at how to make every remaining dollar count. Q4 is often the season of last-minute decisions for both consumers and marketers. While shoppers rush to find the perfect gift, brands are focused on using their remaining budgets to drive meaningful outcomes.
This year has been marked by economic uncertainty and changing consumer habits. From fluctuating confidence to unpredictable spending, many brands have had to stay agile. But amid all that change, one thing remains constant: location.
Why Location Brings Clarity in Uncertain Times
Location-based targeting segments give advertisers the ability to reach consumers based on real-world behaviors and preferences, not just online cl…
As we approach the end of 2025, one thing is certain: advertisers are taking a closer look at how to make every remaining dollar count. Q4 is often the season of last-minute decisions for both consumers and marketers. While shoppers rush to find the perfect gift, brands are focused on using their remaining budgets to drive meaningful outcomes.
This year has been marked by economic uncertainty and changing consumer habits. From fluctuating confidence to unpredictable spending, many brands have had to stay agile. But amid all that change, one thing remains constant: location.
Why Location Brings Clarity in Uncertain Times
Location-based targeting segments give advertisers the ability to reach consumers based on real-world behaviors and preferences, not just online clicks. These audiences reflect how consumers actually move, shop, and engage in the physical world, offering a more accurate picture of intent—even during times of shifting consumer behavior.
With location-based targeting, marketers can connect with consumers who are:
- Actively visiting outlet malls, big-box stores, or other foot traffic hot spots in the final weeks of the winter holiday stretch
- Showing intent for budget-friendly options, shown through their recent visits to discount stores and value-focused retailers
- Signaling interest in your competitive set based on their real-time location or past visit history
By segmenting audiences this way, advertisers can precisely target consumers most likely to act and avoid wasted impressions, influencing purchase decisions at critical moments and ensuring campaigns stay aligned with real-world activity. Plus, segments can be easily added to campaigns in-flight, allowing marketers to see immediate value without the need to rebuild or restart campaigns.
Holiday Momentum: What We Saw Last Year
Foursquare’s 2024 foot traffic data tells a clear story about where consumers were directing their attention and spending throughout the holiday season:
- Toy Stores led growth from October to November (+26%), followed by Fashion Retail (+23%), Cosmetic Stores (+21%), and Gift Stores (+19%).
- From November to December, momentum continued with Toy Stores leading the pack** (+43%), and Department Stores (+39%), Cosmetic Stores (+37%), and Fashion Retail and Sporting Goods (+36%) following close behind. Computer and Electronics Stores (+15%) and Big Box Stores (+20%)** also saw a lift in foot traffic, but relatively smaller gains than other retail categories.
- During the week of Black Friday(compared to the prior week), outlet mall visits were 61% higher than shopping malls. By the two weeks leading up to Christmas, that gap narrowed to just 2.5%, showing less shopper preference later in the season.
These shifts highlight how quickly consumer priorities evolve during the final stretch of the year. While last year’s trends provide a valuable baseline, staying connected to real-time behavioral data through privacy-forward location-based targeting segments ensures that your campaigns reflect how shoppers are actually acting today, not just how they behaved last season.
Turning Remaining Budget into Higher Return
As Q4 winds down, advertisers are focused on ensuring every remaining dollar drives measurable results. Location-based targeting segments from Foursquare are privacy-forward and allow customization at scale, enabling brands to reach ready-to-buy consumers across nearly every channel and screen, including display, OOH, CTV, audio, mobile, and more.
With Foursquare Targeting, Forrester found that brands can achieve a:
200%+
Increase in ROI
47%
Decrease in Cost-Per-Action
With that kind of performance, allocating remaining budget towards location-based strategies helps brands deliver immediate impact while building a smarter foundation for next year.
In addition, Foursquare’s independent position allows advertisers to measure audience performance across channels without bias and with greater accuracy, turning those insights into actionable plans for where to double down in 2026.
New: Off-the-Shelf Purchase & Location Audiences
We now offer even more ways to reach your key customers. Easily activate 800+ purchase and 1,500+ location audiences across major ad platforms to connect with verified buyers and high-intent consumers through one trusted partner. Segments include:
Purchase Audiences
Amazon Customers
Etsy Customers
Netflix Subscribers
Uber Eats Customers
Luxury Vacation Lovers
Sports Enthusiast Lifestyle
… c
Location Audiences
Millennial Holiday Retail Shoppers
Cost Conscious Consumers
Resilient Spenders
Last Minute Gift Shoppers
Essential Goods Shoppers
Black Friday & Cyber Monday Beauty Shoppers
…
Available on The Trade Desk, LiveRamp, StackAdapt, Vistar, Google, and more
Starting the New Year Ahead
The best way to start 2026 strong is by ending 2025 strategically. Advertisers who leverage real-world behavior today gain a competitive advantage tomorrow, entering the new year with a clearer understanding of which audiences drive conversions and which placements deliver the strongest ROI.
In a year where uncertainty has challenged every industry, location brings confidence. It helps marketers stay grounded in what is real, ensuring campaigns are driven by real-world actions and measurable outcomes.
The Takeaway:
As you finalize your Q4 spend, invest in strategies that deliver both short-term performance and long-term value. With Foursquare’s location-based targeting segments, you can reach high-intent holiday shoppers, maximize remaining budget, and start 2026 with momentum.
Looking for targeting inspiration?
Download our Q4 Location-Based Targeting Guide for customizable segment strategies you can activate today to hit your campaign goals. Or grab the Q1 2026 Guide to start planning your next campaign’s targeting strategy.
Authored by: Summer Slough
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