The 2025 holiday advertising season is marked by economic uncertainty, delayed ad budgets, increased competition and a compressed timeline. As we quickly head into Cyber 5 (Thanksgiving through Cyber Monday), brands need to be more agile and meet customers where they are. Here are four tips to finish 2025 strong and set business up for 2026:
1. Double Down on Mobile and Social
This year is a “mobile Christmas,” with more than 80% of purchases happening on mobile devices, and roughly 20% on social platforms. Social channels offer speed and flexibility compared to traditional media. If your campaigns aren’t optimized for mobile yet, now is the time to pivot.
2. Understand Shifting Consumer Behavior
Gen Z is most sensitive to inflation. They’re spending less overall. But when they do spend, it’s primarily on social platforms. Make sure your campaigns are authentic, value-driven, and resonate with this digitally savvy audience.
3. Treat Advertising as an Investment, Not Just an Expense
Holiday ad spend isn’t just a line item, it’s an investment in driving sales and building brand loyalty. Highlight value and showcase deals that matter to your audience. AI-powered tools, like dynamic messaging and cost-efficient campaign optimization, can help you get more impact without overspending.
4. Don’t Neglect the Basics
Holiday urgency doesn’t erase fundamentals. Cart abandonment remains a major hurdle, so implement strategies like retargeting and streamlined checkout processes to capture near-conversions.
Looking Ahead to 2026
Expect continued dominance of mobile and social commerce, deeper AI integration in creative, and heightened competition across all verticals. Agility and data-driven decision-making will be non-negotiable.