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CMX® Seasonal Insights

Seasonal moments move CVS® shoppers to action — and our ExtraCare® data shows that value and convenience are shaping purchase decisions more than ever. Explore seasonal insights from our 90M+ addressable ExtraCare members to help your brand show up with confidence across the year’s most impactful opportunities.

90%

of CVS sales occur during major seasonal moments like Christmas, Halloween, Easter and Valentines Day1

Illustration of a CVS basket.

70%

of ExtraCare cards are scanned on seasonal baskets1

We know the majority of shoppers aren’t just stopping by for convenience — they’re engaging with rewards and deepening their relationship with CVS.

Illustration of a CVS store.

50%

of our 90M+ ExtraCare members visit CVS at least once during seasonal holidays1

We know ExtraCare members show up reliably — and with purpose. Our first party loyalty data ensures that you can reach your next customer in the moments that matter.

Explore our seasonal insights 

Through ExtraCare member loyalty data, CMX seasonal campaigns align brands with the year’s strongest spending moments to help you show up, stand out and deliver results.

Easter baskets build fast during the holiday hunt

With 34% of Easter sales2 landing in the final two days before the holiday, ExtraCare members hop into high gear — driving the #1 digital sales week and #2 week in store.2

Learn more insights about the season
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Convenience wins during the season of celebration

As gifting needs stack up fast during Moms, Dads & Grads season — 1 in 5 shoppers choose retail pharmacies2 with 47% buying for Mother’s Day, 31% for Father’s Day and 21% for Graduation Day.2

Connect with CMX to win the season
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ExtraCare members are hot on summer essentials

Summer demand drives a 3.1% YoY sales increase2 as ExtraCare members come to CVS for their grab and go seasonal essentials — while digital sales on CVS.com® heats up 25% YoY2 for a seamless summer of shopping.

Learn more insights about the season
Collage of summer photos.

Back-to-routine shoppers value one-stop resets

Back-to-school season is busy enough and ExtraCare members want one-stop value for quick routine resets with 83% preferring retail mass merchants, +6% from last year.3

Connect with CMX to win the season
Collage of photos showing a parent helping kids prepare for school and a person getting ready in the morning.

Spooky season shoppers want one trip for the big haul

ExtraCare members prioritize one-stop convenience for their full stretch of Halloween celebrations — as CVS drives 83% of all drugstore Halloween purchases and 8 in 10 CVS shoppers buy Halloween items.4

Learn more insights about the season
Collage of Halloween images.

Browse our seasonal case studies

Discover how CMX has delivered measurable impact for brands — driving efficiency, new brand buyers and bigger baskets all season long. 

Don’t guess, reach your next customer.

CMX. It’s not guessing, it’s data.

Contact the CMX team today. 

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  • 1CVS Internal Data

  • 2CVS Internal Data 2025

  • 32025 Deloitte Back-to-School Survey

  • 4CVS Internal Research - 2024 Halloween Study

  • 52024 CVS In-Store Campaign Data: 12/01/24-12/31/24

  • 6CVS Media Exchange internal data, comparing results from Hallmark campaigns in Q2 and Q3 2024

  • 7CVS 2025 Internal Data through 12/31/25

Not a guarantee of performance, where applicable by law.