Ho, Ho, Ho, Q4 Spending is go, go, go!
With Q4 right around the corner, it is never too early to start thinking of holiday media planning. The Basis elves have been hard at work and are excited to share our 2026 Holiday Trends research deck. Consider this your first official gift of the season! Unwrap some of the highlights below:
Key trends to note from this research include:
- Holiday shopping is starting earlier and lasting longer. Consumers are shopping across a longer window, not just around Black Friday and Cyber Monday.
- Always-on Q4 visibility matters more than short bursts. Advertisers should plan for sustained digital presence throughout the quarter.
- Digital media is heavily influencing gift discovery and decision-making. Consumers are using digital tools to research, compare, and validate purchases before buying.
- Programmatic display, online video, and CTV are strong fits for this behavior. These channels can help brands build awareness, stay top of mind, and influence shoppers throughout the full journey.
- Consumers are more value-conscious. Messaging should clearly communicate deals, product benefits, free shipping, savings, and reasons to buy.
- Meaningful and personal gifting is gaining importance. Creative should speak to emotional relevance, personalization, and thoughtful gifting, not just price.
- Full-funnel strategy is critical. Holiday shoppers are engaging with multiple touchpoints over time, so advertisers need campaigns that support awareness, consideration, and conversion.
2026 Winter Holiday Celebration & Shopping Trends – July 2026.pptx
2026 Holiday Trends Summary One Page.pdf
For an added stocking stuffer, check out these AdAge tips to rethink the consumer journey during the holidays!
Working on your “list” for Q4 opportunities? Don’t hesitate to reach out for help strategize on holiday advertiser opportunities!