Holiday Season Report

Holiday journeys start earlier, political spend crowds the inventory, and attention costs more when you need it most. Here's where to spend, and when.

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What’s Inside the Report?

Five shifts reshaping Q4, and what each one means for where your budget lands.

Holiday research starts in October, pulling budget out of peak and into build-up

AI-assisted discovery means the first comparison happens before anyone reaches your site

Midterm spend competes for the same inventory in your highest-intent weeks

Peak gets louder faster than it gets bigger, so timing matters more than total

AI-made creative has collapsed production timelines, so the formats that used to be out of reach in Q4 no longer are

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“Q4 is no longer a short race to the holiday peak. Brands need to build consideration earlier, stay flexible as media conditions shift, and still have enough weight to compete when attention and demand are at their highest.”