The New Holiday Timeline: 4 Ways Advertisers Can Get Ahead in 2025
This post was originally published in 2024 and updated for 2025 with new stats and recommendations.
It’s September, and the Holiday Season Is Already Underway
The holiday shopping season is no longer a sprint from Black Friday to Christmas. In September, the season has already begun. Shoppers are filling carts earlier, stacking promo codes, and hunting for deals long before November. In fact, more than half of consumers plan to get started before Halloween, with many already checking items off their lists by early fall.
That shift changes everything. The “holiday moment” isn’t confined to Cyber Week. It’s spread out. If your campaigns aren’t live early, you’re missing the window when decisions are actually being made.
What’s Different about the 2025 Holiday Shopping Season
This year, shoppers aren’t necessarily buying less, but they are buying differently. Average planned spend is about five percent lower than last year, and younger audiences are pulling back even further, with Gen Z tightening budgets by as much as 23 percent.
People are still eager to celebrate, but they’re doing it more strategically. Instead of impulse splurges, they’re leaning into loyalty perks, gift cards, and bundles that stretch budgets further. Shoppers are weighing every purchase and they expect brands to make the value obvious.
At the same time, advertisers are under pressure of their own. Retail media alone is projected to top $165 billion this year, while spend across CTV and social commerce keeps climbing.
In other words: consumers are choosier, and advertisers are louder. To stand out, you need more than festive creative. You need a plan.
Four Ways to Get Ahead this Holiday Season
1. Launch campaigns earlier than you think
Holiday shopping has shifted to early fall, and that’s when awareness campaigns should be running. Use September and October to test messaging, build recall, and start converting intent. By the time November arrives, you’ll be fine-tuning, not scrambling.
2. Lock in premium ad placements now
Inventory moves quickly. The closer it gets to November, the harder it is to secure high-impact placements without paying inflated rates. Retail media, social video, and CTV are especially competitive, so reserve them early while you still have options.
3. Lead with value, not just visibility
Shoppers are looking for clear reasons to choose you. “Holiday spirit” won’t cut it. Promotions, bundles, flexible shipping, and loyalty rewards are the hooks that turn browsing into buying. Put value front and center in your messaging.
4. Extend your campaign beyond December
The shopping doesn’t stop when the gifts are unwrapped. Gift card redemptions, post-holiday deals, and self-gifting stretch well into January. Brands that stay visible into the new year capture sales that competitors miss.
What Winning Looks Like
Success this season comes down to a simple equation: act early, show up smart, and meet shoppers where they are. The brands that get ahead of the rush, emphasize value, and keep campaigns running past December will be the ones that win share — and loyalty.
Want a peek at what’s going through shoppers’ minds this year? Check out Dear Advertiser: A Letter from Your Holiday Shopper.
Your 2025 Holiday Strategy Starts Here
Plan your campaigns with confidence. Download the 2025 Holiday Shopping Package for timelines, creative strategies, and channel-by-channel recommendations.