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Message Alliant’s Guide to Holiday Audience Magic Exclusive Holiday Audiences,

2 Because a lile da makes hliday magic g a lng way.Welcome to Alliant’s Holidata Headquarters!Packed with Alliant’s Holidata Headquarters is your go-to resource for targeting the planners, shoppers, and celebrators who transform seasonal moments into campaign success. The magic of the holidays isn’t just gifts or parties — it’s the people who make it all happen. From thoughtful gift givers to festive hosts, these are the consumers driving seasonal joy and spend. In 2024, holiday sales climbed 4.3%, marking the highest growth since 2021. With growth expected to hold steady in 2025, make the most of your 2025 campaigns to support big holiday sales.

3© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.comHoliday CPG Essentialspg. 8Alliant’s recent acquisition of AnalyticsIQ means more holiday audiences delivered to the Holidata HQHliday magic sars wih he righ audience. Le find yurs. Flip through to discover audiences for AUDIENCE KEY 7 Alliant Audiences - available now! 7 Alliant Exclusive Holiday 2025 Audiences* AnalyticsIQ Holiday Audiences 7 Double Icon - Alliant & AnalyticsIQ have similar audience - use both to maximize scale - AnalyticsIQ oers an FLA friendly version of audiences*Keep an eye out for the sparkling blue only available to activate through your AE.Holiday Décor & Product Shopperspg. 4Holiday Gift Giver Personaspg. 6Popular Holiday Retailerspg. 7Holiday Host Personaspg. 9Holiday Entertainmentpg. 10

4Hliday Decr & ProducsHoliday inspiration doesn’t wait. Consumers are searching early for festive nds, themed décor, and products that help make their spaces celebration-ready.Target shoppers who love top retailers of holiday products or focus on category propensities, identifying those who have previously purchased holiday décor. Holiday Décor Essentials Prime retailers for tree buyers, lighting and ornaments. 7 Christmas Tree Shops Buyer Propensity 7 Costco Buyer/Shoppers In Market > Sam’s Club Shoppers In Market > Big Box, Club and Superstores Spenders 7 BJ's Wholesale Club Buyer Propensity 7 The Home Depot Buyer PropensityRepeat BuyersShoppers who have previously purchased holiday décor. 7 Holiday Products Buyer Propensity 7 Holiday Décor Buyers 7 Outdoor Seasonal Décor Buyers Looking for a detailed recommendation based on your campaign? Reach out now.

5Holiday CraftersFor the crafters who like to make the holidays a little more handmade. 7 Hobby Lobby Buyer Propensity 7 Michaels Stores Buyer Propensity Interest > Arts & Crafts Past Purchases > Crafts & Hobbies ProductsDécor SplurgersTarget buyers who spend a little more on high-end holiday décor. 7 Pottery Barn Buyer Propensity 7 Balsam Hill Buyer Propensity 7 Frontgate Buyer PropensityDécor Deal SeekersShoppers looking for an on trend assortment plus amazing deals. 7 HomeGoods Buyer Propensity 7 T.J. Maxx Buyer Propensity 7 World Market Buyer PropensityCPG’s Coziest Holiday BuyersMoms Who Shop Like Crazy + CandlesFor these moms, the holidays start with a spark. Candles are more than décor—they’re tradition. These powerhouse shoppers bring warmth, comfort, and nostalgia into their homes with every limited-edition scent. Custom CPG audiences, built from verified receipt-level data and layered with rich consumer attributes, help campaigns target this scent-loving segment with accuracy.© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.com

6Know the GiftersTo find the perfect gift giver, cross any product or category propensity with demos such as Married, Wives, Husbands, Dating, Grandparents, to really narrow in on who is shopping, and who they are shopping for… here are a few examples, but the combinations are endless. 7 Holiday Shopper Grandparents of 5-10 Year Olds 7 Holiday Shopper Moms of Tweens 7 Partners/Spouses Shopping for a Fashion Lover 7 Partners/Spouses Shopping for a Fitness & Wellness Enthusiast 7 Partners/Spouses Shopping for a Sports Fan 7 Plus! Additional audiences that capture who is shopping and who they’re shopping for: Newly Married, Married, Wives, Husbands, Dating, Grandparents 7 Holiday Gift Card Buyers Seasonal > Holiday > Holiday Shoppers > Infant Gifts Seasonal > Holiday > Holiday Shoppers > Kid Gifts Seasonal > Holiday > Holiday Shoppers > Teen Gifts Seasonal > Holiday > Holiday Shoppers > Toddler Gifts Seasonal > Holiday > Holiday Shoppers > Tween Gifts Seasonal > Black Friday/Cyber Monday Shoppers > Gift Card Shoppers Hliday Gif GiversThe spirit of the season is all about giving. Whether they’re shopping early, last-minute, or for everyone on their list, Alliant’s Exclusive Holiday Audiences put your message in front of gift givers on a mission to nd that perfect present.Holiday MVP’s!These audiences pop every year. This year make them work even harder by crossing with a brand or interest propensity. 7 Last Minute Holiday Shoppers 7 Moms Who Shop Like Crazy 7 Occasion Gifts Big Spender Propensity 7 Purchasing Parents 7 Toys Buyer Propensity 7 Black Friday Buyer Propensity 7 Cyber Monday Buyer Propensity Black Friday/Cyber Monday Shoppers > Shops for Friends & Family In Market > Online Shoppers > Shops for Gifts Primarily Online

7© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.comSleigh the Holiday Shopping GamePartners/Spouses Shopping for Luxury Fashion LoversReach partners and spouses shopping for the trendsetter on their list with a custom audience that joins demographic insights and anity for luxury fashion brands—all backed by billions of multichannel transactions. Each audience is crafted to connect your campaign with holiday shoppers ready to splurge on stylish gifts for the fashion lovers in their lives.The Brands They WantTarget by top gifted holiday brands. Shoppers who have purchased from these brands are likely to give them as gifts again! 7 Beauty – Sephora, Clinique, e.l.f. Cosmetics 7 Jewelry – Zales, Pandora, Timex 7 Luxury – Canada Goose, Prada, Versace 7 Retail & Apparel – Nike, Patagonia, Michael Kors 7 Tech & Gaming – Apple, Nintendo, PlayStation 7 Toys – LEGO, Fisher-Price, Toys ‘R’ UsPut a Bow On ItFind shoppers who love to make the gift a litte more special with seasonal wrapping paper, ribbons and tags. 7 Gift Wrapping Buyer PropensityRetail DestinationBig Retailers are go-to shopping destinations during the holidays, providing everything from gifts, to matching family pajamas. 7 Amazon Buyer Propensity/Shoppers 7 Best Buy Buyer Propensity 7 Kohl's Buyer Propensity 7 Macy's Buyer Propensity 7 Nordstrom Buyer Propensity 7 Target Buyer Propensity/Shoppers In Market > Walmart Shoppers

Essential IngredientsHoliday hosts rely on key grocery categories and family favorite brands to bring their holiday traditions to life. Target shoppers by their likelihood to purchase these essential products, backed by Alliant’s CPG Data. 7 Bakery & Bread 7 Baking Chocolate or Cocoa 7 Beer, Ale & Cider 7 Cookies, Chips & Snacks 7 Frosting, Toppings & Decorations 7 Gravy & Sauces 7 Pies & Cakes/Pie & Pastry Filling/Ready To Use Pie Crust In Market > Whole Foods Shoppers Interest > Cooking & Food > Organic Ingredient & Cooking Enthusiasts 7 CPG - Grocery Big Spenders CPG Brands: 7 Holiday Candy - Lindt, Ghirardelli, Ferrero Rocher 7 Soups, Broths & Stocks - Campbell’s Soup, Swanson 7 Stufng & Sides - Kraft Stovetop Stufng, Pepperidge Farm 7 Baking Essentials - King Arthur Baking, Libby’s Pumpkin 7 Desserts & Mixes - Betty Crocker, Pillsbury, Toll HouseHliday HsThis season, the hosts are bringing their A-game. From the perfect centerpiece to the ultimate appetizer spread, holiday hosts are shopping with one goal: wow factor. Make sure your brand is part of their plan. Remember – Exclusive Audiences (blue) are available by request only. Reach out today!8

ChefsShoppers of these brands love to cook and entertain - the perfect host for holiday gatherings. 7 Crate & Barrel Buyer Propensity 7 Williams-Sonoma Buyer PropensityLibationsWine and festive cocktails add to an occasion — find shoppers interested in: 7 Alcoholic Beverages Product Propensity 7 Total Wine & More Buyer Propensity 7 Wine Buyer Propensity In Market > Subscription Boxes > Wine Subscription Box LoversThe OccasionFind hosts who celebrate a specific holiday! 7 Christmas Host 7 Hanukkah Host 7 Kwanzaa Host Seasonal > Holiday > In Home Holiday Party HostsFoodiesFoodies come in many flavors. Find those who love to cook and engage with cooking content. Whether it’s a classic dish or something new, they love to contribute to the holiday spread. 7 Cooking & Food Enthusiasts 7 YouTube – Cooking Inuencers 7 Home Gourmets Channel > Online Shoppers > Advertisement Behaviors > Made Food Purchases Because of Online Ads + FLAInspired by Social. Delivered Anywhere.Martha Stewart Host Wanna-be’sCulinary queen, décor diva, Martha Stewart is the holiday hostess of our dreams. Martha makes holiday magic look eortless with just the right amount of extra – and so do her followers. With the right mix of sparkle and strategy, you can extend that festive energy beyond social. By combining real social engagement signals with the predictive power of the Alliant DataHub, a custom influencer-inspired audience can deliver the same joy and engagement, at scale and across every channel. Remember – Exclusive Audiences (blue) are available by request only. Reach out today!Martha StewartFOLLOWING9© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.com

10TV Viewership & EntertainmentSometimes a favorite film or song is all it takes to get in the holiday spirit. Target consumers by their likelihood to enjoy Holiday Movie & Entertainment categories. 7 Christmas Movies 7 Classic Holiday Movies 7 Hallmark Movie Lovers 7 Vintage Holiday Movies 7 Holiday Music Lovers TV Viewership > Advertisement Behaviors > Purchase a Product They Saw in an Ad on TV TV Viewership > Programming and Content Preferences > Sports > Streaming Football Content TV Viewership > Programming and Content Preferences > Sports > Streaming Basketball ContentHliday Enerainmen Take advantage of a household captivated by holiday favorites, perfect for brand building. Have a custom idea? Share your campaign details and we’ll brainstorm!

11© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.comWhether you’re activating on Amazon DSP or The Trade Desk, META or TikTok, Alliant & AnalyticsIQ have you covered with clean, validated, and ready to perform data. Future-Proofed DeliveryDisribuinSolutions are built at the PII level, on top of an extensive identity graph, guaranteeing flexible connection and distribution options across channels.SOCIAL EMAIL CDPS & ANALYTICPLATFORMSPROGRAMMATIC ADDRESSABLE TV DIRECT MAILPLUS Activate AnalyticsIQ + Alliant Syndicated Audiences in your preferred platform:Available Everywhere Reach out to your Alliant AE to activate 2025 Exclusive Audiences+ 100s more destinations across channels

12Opimze Markeing Prfiabily in ny ChanelWHY ALLIANTAlliant is an independent leading data provider trusted by thousands of brands and agencies to deliver omnichannel marketing success. Alliant’s solutions are powered by the Alliant DataHub, a unique cooperative Member database with PII level transactions from 500+ DTC brands and product lines, backed by advanced data science and high performance technology to provide a unique, compliant view into consumer purchase behaviors, preferences and loyalty.alliantdata.comWHY ANALYTICSIQAt AnalyticsIQ, we go beyond basic demographics to empower smarter marketing and fuel better outcomes for all. Using our unique blend of cognitive psychology and data science, we create predictive, people-based data that helps brands connect with their ideal audiences. Our comprehensive B2C and B2B data spans thousands of actionable attributes, oering deep insights into not just who people are and what they do but also the why driving their decisions—so you can reach the right people, with the right message, at the right time.analytics-iq.com

SINCEDon’t just take our word for it:13© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.comCmpliance by Design• Information security and respect for the consumer are foundational to data-driven marketing• Adherence to all current and emerging state laws• Robust data security and monitoring• In-house compliance ofcer and data governance team

14For Alliant AudiencesTV EXPERT DIRECT MAIL EXPERTAUDIENCE CREATION & DELIVERYMe Our Expe rs The team is here to help craft the best audience segments for your campaign, concept custom options and deliver the data to your preferred platform. Get to the know them!Carly Dome Senior Director, Agency Partnerships Barbie Dreamhouse Potatoes au gratin Love ActuallyChristopher MorseVP, Platform Partnerships Sega Genesis Cranberry sauce Muppets Christmas CarolSuvadip ChoudhuryHead of TV Partnerships Gameboy Color Mulled wine Home Alone!Rene HamillVP of Client Engagement Mrs. Beasley Doll Homemade linguini & red clam sauce ElfAlex StevensSr. Mgr Digital Platform Operations Playstation 1 Sugar cookies Jingle All The WayGenevieve Kreindel Director, Platform Partnerships Kirsten the American Girl Doll Homemade pasta & bolognese sauce The Nightmare Before Christmas Favorite Holiday Gift Favorite Holiday Food Favorite Holiday Movie

Mike HattubChief Solutions Ocer, AnalyticsIQ Opportunity to provide Christmas dinner to the homeless Persian food for Naw-Ruz ElfAnna BrantleyChief Revenue Ocer White roller skates with hot pink laces Grandma’s yeast rolls Christmas VacationMargo HockVice President of Digital Partnerships Custom cowboy boots Cheesy casserole potatoes Hocus PocusDylan IrwinStrategic Accounts Director Independence Day on VHS in 1996 Pigs in a blanket ElfScarlett ShippChief Executive Ocer Trip with loved ones on Thanksgiving Lasagna Love ActuallyFor AnalyticsIQ AudiencesData Gurus15© 2025 Alliant Cooperative Data Solutions, LLC alliantdata.comDonna HamiltonChief Innovation Ocer, Alliant Acoustic guitar Shortbread The Last Holiday Contact Alliant Contact AnalyticsIQ