Top Advertising Trends for the 2025 Holiday Season

The 2025 holiday season is reshaping how marketers plan, spend, and execute. Inflation may be cooling, but consumers remain cautious and budget-focused, starting their shopping months earlier than before. That shift, combined with accelerated adoption of connected TV (CTV), omnichannel campaigns, and AI-driven personalization, is forcing brands to adapt quickly.

Marketers that move early, stay agile, and deliver authentic, value-driven experiences are best positioned to capture holiday spend.

Holiday shopping is starting earlier and lasting longer

Holiday calendars are stretching beyond the traditional “Cyber 5.” Shoppers are locking in deals as early as July and August, with September and October activity rising, while December’s share of spend is declining.

• Ulta Beauty is launching social-first campaigns on TikTok and YouTube Shorts, with influencers promoting bundled gift sets and holiday storytelling.
• Priceline plans earlybird travel bundles and wellness-focused retreat packages, designed for consumers planning experiences well ahead of time

For agencies and sellers, prospecting must begin now, not in Q4.

Connected TV and omnichannel campaigns are defining the holiday media mix

Over half of US advertisers are projected to increase CTV budgets. Retail leaders are using CTV’s cost-per-outcome models and attribution strength to anchor holiday mixes, often paired with omnichannel execution.

• Sam’s Club is investing in CTV across Roku, Amazon Fire, and YouTube while adding AI-driven personalization in digital loyalty programs
• Michaels is expanding holiday CTV buys on Spectrum and YouTube App to support JOANN product integrations, along with influencer campaigns highlighting DIY crafts and décor
• Dr Pepper is leaning on national TV and CTV sports tie-ins while testing data tools to improve performance

Consistency across online, offline, and in-app channels is now a baseline requirement.

Consumers are prioritizing authenticity, value, and trust

Shoppers prefer campaigns that feel seasonal and relatable, with value at the forefront. Discounts, bundles, and loyalty benefits remain central to conversion.

• Bombas is releasing holiday sock bundles tied to its mission-driven “buy one, donate one” model, with campaigns built around comfort and purpose
• Best Buy is scaling influencer storefronts as digital gift guides, with creators curating and promoting holiday tech bundles
• eBay is pushing AI-driven gift feeds and social-style discovery ads, personalizing recommendations across app and email

Micro-creators and purpose-driven stories are proving essential for building trust and driving early purchases.

Advanced tactics are rounding out holiday strategies

Privacy-aware targeting, retargeting, and AI-driven personalization are now standard. Brands are using themed bundles, loyalty programs, and experiential activations to convert seasonal browsers.

• Comcast is rolling out Olympic-themed holiday campaigns tied to its USA Gymnastics sponsorship, targeting youth audiences with digital activations
• LEGO is shifting spend from TV to YouTube, Pinterest, and TikTok while promoting unboxing content and seasonal storytelling

The key takeaways are clear for 2025

• Start early: Campaigns launching by August will reach proactive shoppers.
• Invest in CTV and omnichannel: Integrated campaigns with measurable ROI will lead holiday media strategies.
• Deliver authentic value: Seasonal creative supported by discounts, bundles, and loyalty benefits will earn consumer trust.

The 2025 holiday season is more competitive and more opportunity-rich than in years past. Brands that prioritize agility, authenticity, and omnichannel personalization will stand out. Agencies and sellers aligning with these spenders now will have the advantage.

Ready to lead the holiday ad race? Download the 2025 Holiday Spenders Industry Report for exclusive access to:

• Actionable brand and strategy insights across major holiday advertisers
• Verified CMO and executive contact information for high-impact outreach
• Precise media mix breakdowns—CTV, digital, social, broadcast—with YOY trends and forecasted moves

This report is your advantage for Q4 planning. Download it now and turn insight into revenue.