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The CMX® Holiday Tentpole — show up on every shoppers wish list

Holiday shopping has evolved — becoming more fragmented, immediate and value-driven. Rather than one seasonal stock-up, shoppers are making smaller, convenience-led trips to complete their lists, fill last-minute gaps and make the most of timely deals — and CMX is uniquely positioned to help brands win these last-mile moments.*


CMX combines the convenience, proximity, and timely promotions of CVS overlayed with loyalty data from 90M+ addressable ExtraCare® members to ensure your brand reaches shoppers as they are most ready to spend.

Gift-wrapped packages arranged in a grid around a smartphone showing a CVS-sponsored holiday ad.

CVS holiday shoppers come ready to find deals, build bigger baskets and discover new brands 

Through robust ExtraCare member insights, CMX knows the CVS holiday customer sentiment, the categories they turn to most and the strategies that make the greatest impact — helping brands show up stronger for shoppers with omnichannel activation at the point of purchase during retail’s most competitive season.

Holiday shoppers are driven by value 

 

  • The ExtraCare program is the #1 reason customers choose CVS during the holidays.* ExtraCare is not just a loyalty program, it’s a holiday value engine
  • Nearly 70% of ExtraCare members choose CVS based on relevant sales, offers and promotions* — signaling a high responsiveness to promotional triggers

 

Illustration of a coupon being clipped.

CVS earns holiday shopper preference — and bigger baskets follow

 

  • 60% of holiday shoppers consider CVS a top destination for holiday purchases*
  • ExtraCare holiday shoppers have an 18% higher average basket size in December versus the full-year average*

 

Illustration of a CVS basket.

CVS holiday shoppers build cross-category baskets

 

  • More than 50% of surveyed ExtraCare members will shop 7+ categories during the season*
  • Up to 70% of CVS holiday shoppers plan to purchase personal care, candy, chocolate, gift cards, skin care, stocking stuffers, greeting cards and food and beverages*
Illustrations of a greeting card, skin care products, and candy.

Powered by ExtraCare insights and built for holiday performance — CMX helps brands convert intent into sales

  • ExtraCare card and a candy cane.

    Deterministic holiday audiences

    Reach high-intent ExtraCare members with precision targeting built on real purchase behavior and holiday shopping signals.

  • Icon of an array.

    Full-funnel brand visibility

    Show up across the CVS ecosystem through strategic front store marketing placements and high-impact merchandise promotions.

  • Icon of a smartphone.

    Bonus co-branded impressions

    Unlock added-value co-branded impressions while driving a more efficient CPM rate.


Brands that partnered with CMX during the 2025 Holiday Tentpole saw:

  • up to $28

    campaign ROAS*

  • up to 5.6%

    campaign sales lift*

  • up to 55%

    new-to-brand buyer rate*

Winning the holiday season today means winning the last mile

CMX is the connector between shopper intent, promo visibility and full-funnel influence.

Utilizing first-party purchase signals combined with an integrated tentpole execution, CMX shapes last-minute holiday purchase decisions to earn your brand a place in shoppers’ baskets.

Unlock holiday growth with the 2026 CMX Holiday Tentpole Campaign 

Contact CMX to get started.

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Not a guarantee of performance. Where permitted by law. 

  • *CMX 2026 ExtraCare Member Holiday Survey

  • *CVS Internal Data, excluding highest performing campaigns