The holiday season is an opportunity to re-engage lapsed customers and drive repeat purchases. With shoppers switching between brands and looking for deals, segmenting your CRM by customer recency can help you reach past buyers with relevant messages and offers at the right time.

Deloitte forecasts holiday sales growth of 4.0% to 4.8% in 2026, with online sales rising 7.5% to 8.4%. Natalie Martini, who leads Deloitte’s U.S. retail and consumer products practice, notes that shoppers across income groups are switching between brands and retailers and using promotions to control spending.

10X your SEO with Semrush for Enterprise .

The world’s most powerful SEO platform, purpose-built for Enterprise.

Request demo

Build your recency ladder

RFM — recency, frequency, and monetary value — has been used for decades. Recency is the most important of the three factors. The more recently someone purchased from you, the more likely they are to buy again.…