Consumer Snapshot: Labor Day Proves It’s a Summer Shopping Powerhouse

Memorial Day Weekend (MDW) often steals the spotlight as the summer’s marquee shopping event. But in 2025, Labor Day Weekend (LDW) proved itself a worthy adversary, delivering impressive efficiency gains and returns for advertisers.

Using first party MNTN Performance TV data, we explored how LDW stacked up — both against other major summer events and its own year-over-year (YoY) results. The findings were striking. Consumers came ready to spend, and advertisers who leaned in saw significant performance growth. The overall results suggest that LDW has evolved from a summer sendoff to a pivotal shopping moment — one that advertisers can leverage as a strategic springboard into Q4.

Higher Cart Values Signaled Premium Shopping Intent

LDW 2025 shoppers arrived ready to buy — and they weren’t holding back. In fact, Labor Day week delivered the highest average order value (AOV) of the entire summer shopping season for MNTN advertisers.

This signals that shoppers weren’t just hunting for end-of-season deals. Instead, they were making high-consideration, big-ticket purchases to close out the summer.

Not only did consumers spend big, advertisers were able to reach them efficiently — LDW generated the summer’s lowest average cost per acquisition (CPA).

The combination of high-value shoppers and low acquisition costs created the ideal advertising environment: premium customers without premium price tags.

Holiday Weekend Showdown: Labor Day vs. Memorial Day

Labor Day’s efficiency advantage became even clearer when stacked against Memorial Day 2025. LDW delivered results that positioned it as a top-tier summer shopping moment, producing the second-highest return on advertising spend (ROAS) for MNTN advertisers of the season — just behind the week leading into Memorial Day.

Consumer engagement was also a standout — the weeks prior to and of Labor Day drove the highest average visit rates of the summer, demonstrating that shoppers arrived engaged and ready to act.

The takeaway is clear: Labor Day has firmly established itself as a competitive force alongside Memorial Day in the summer shopping calendar. And advertisers who stay live through LDW unlock some of the most efficient and high-value results of the entire summer.

Engaged Shoppers Delivered — Even in a Crowded Field

Labor Day’s strong performance against Memorial Day becomes even more impressive when considering how crowded the marketplace was. Even with a 49% YoY increase in MNTN advertiser activity, LDW delivered efficiency gains — proving that a crowded field doesn’t mean diminished returns. Cost per visit (CPV) dropped by 23% and CPA decreased by 18% YoY.

Another key finding: while inflation and other economic concerns were top of mind for many consumers throughout 2025, MNTN advertisers saw a 12% YoY increase in average revenue. This growth underscores that LDW is a high-intent shopping period that drives meaningful returns — even when consumers are being more selective about their spending.

Investment in LDW Paid Off, Setting the Stage for Q4

These efficiency gains translated into real rewards for advertisers who increased their investment in the holiday weekend. MNTN customers spent 25% more week-over-week (WoW), producing a 56% lift in visits per advertiser and 25% more conversions when comparing LDW 2025 to the weekend prior.

Beyond immediate returns, LDW bridges summer clearance, back-to-school demand, and early holiday intent — creating a rare convergence of shopping motivations. This timing makes Labor Day more than just a standalone shopping event — it’s a strategic launchpad into Q4’s peak performance season.

Labor Day Delivers Results Worth Planning For

Labor Day 2025 cemented the holiday as a must-invest moment, delivering summer’s lowest CPA, highest AOV, and standout engagement. The holiday’s performance against Memorial Day and within the broader competitive landscape signals a fundamental shift in how advertisers should approach summer strategies.

Brands that act early — and leverage performance channels like Connected TV (CTV) to capture high-intent LDW audiences — will be primed for a strong Q4 kickoff.