By early November, the holiday promotion race is on. Retail brands flood their subscribers’ mobile inboxes with urgency, stacked discounts, and all-caps deadlines. Last year was no different – and the data proves it.

Vibes monitored over 3,500 text messages from 242 retail brands across Black Friday, Cyber Monday, and the full 2025 holiday season. Most brands showed up to the busiest time of the year doing the same thing as everyone else. A few didn't – and it showed.

Join us to see exactly what your competitors sent, what it looked like from the subscriber's side, and how to use those lessons to build a smarter holiday strategy before October.