The data and analytics firm Cardlytics poured through $2.4 trillion dollars in purchasing data to release these back-to-school marketing insights:

• Customers acquired during the fall back-to-school season spend 20% more than customers acquired during the Christmas holidays.
• 64% of holiday purchases were from repeat customers acquired earlier in the year
• Loyalty really does pay. Companies deliver a great first experience and keep customers engaged enjoy repeat visits and repeat purchases that increase the lifetime value of the customer.
• Companies that invest in promotions that create a habit with new customers can enjoy higher holiday sales at a reduced cost of customer acquisition.

Smart marketers recognize the tactical value of individual seasons and promotions, but always keep an eye on long-term strategy.