The Holiday Hype: Is It Right for B2B Advertisers?

This post was originally published in 2024 and updated for 2025 with new stats and recommendations.

When you think about holiday advertising, you probably picture gift guides, flash sales, and inboxes full of “last chance” offers. For B2C brands, Q4 is the ultimate stage. But for B2B advertisers, the question is trickier: does the holiday hype even make sense for us?

The answer is yes. But, not in the same way.

B2B buyers aren’t impulse shopping for software or enterprise solutions because of holiday discounts. Their cycles are longer, and decisions involve entire committees. Still, the end of the year presents opportunities if you play it right. Many companies are finalizing budgets, researching vendors, and planning for Q1. That makes the holidays less about closing immediate deals and more about visibility, credibility, and pipeline building.

Why the Holiday Season Holds Potential for B2B

Though the holiday season is often associated with consumer campaigns, it also sparks activity among B2B buyers. A LinkedIn study found that 56% of professionals increase time spent on professional content in Q4 as they prepare for the new year. At the same time, U.S. advertisers are projected to spend over $50 billion on holiday campaigns in 2025.

For B2B, that surge in consumer ad spend may push costs higher — but it also creates a unique opening to stand out in front of decision-makers who are actively planning for 2026. Leveraging omnichannel advertising solutions and smart audience targeting can help maximize efficiency even as competition peaks.

5 Key Tactics for B2B Advertisers This Holiday Season

Target High-Value Accounts with Account-Based Marketing (ABM)

Q4 is a smart time to double down on your highest-value accounts. Studies show that ABM delivers significantly higher ROI than traditional B2B campaigns, and the end of the year is when many organizations revisit vendor relationships. Craft personalized campaigns that emphasize efficiency, ROI, and readiness for 2026 — themes that resonate as businesses set new priorities.

Engage on LinkedIn with Holiday-Themed Campaigns

LinkedIn remains the strongest platform for B2B engagement, and Q4 is when usage spikes. In fact, InMail response rates increase by as much as 300% in Q4. This makes it a perfect moment to push thought leadership, industry reports, or “year in review” content that frames your brand as a trusted resource heading into the new year.

And just like consumer brands need to adapt to earlier shopping patterns, B2B advertisers can take a cue from the shifting holiday timeline. Understanding how buyers adjust their behavior in Q4 can help you align campaigns with their planning cycles. For a deeper look at timing strategies, revisit The New Holiday Timeline: 4 Ways Advertisers Can Get Ahead in 2025.

Run Limited-Time Offers for Year-End Budget Allocation

Plenty of companies face the classic “use it or lose it” budget dilemma. Limited-time offers tied to annual subscriptions or discounted rates for contracts signed before year-end can motivate action. More than half of B2B companies report looking for year-end discounts to maximize leftover budget .

For more strategies on stretching budgets and proving ROI in tight conditions, explore our eBook Tough Times, Smarter Ads.

Stay Visible with Retargeting Campaigns

Decision-makers may research in December but delay final purchases until January. Retargeting ensures you don’t lose that interest. Well-timed campaigns can increase conversion rates by up to 70%. Staying visible keeps your brand top of mind when procurement cycles restart in Q1.

Retargeting isn’t just about following your buyer across the web — it’s about making sure your brand stays connected across touchpoints. For more on how different channels reinforce each other, check out our blog on Omnichannel Holiday Shopping: 4 Strategies Advertisers Can’t Ignore in 2025.

Use Email Marketing to Share Industry Insights and Trends

Email remains one of the top channels for B2B engagement, with nearly 80% of decision-makers relying on it for professional content and product information. Use December to share valuable insights — a “year ahead” forecast, a recap of industry shifts, or your perspective on what to watch in 2026. Content like this builds trust and positions your brand as forward-thinking.

Embracing the Holiday Season for B2B Success

The holiday season may be dominated by consumer ads, but for B2B advertisers, it’s an underrated opportunity. With decision-makers finalizing budgets, sketching out priorities, and spending more time with professional content, Q4 is a moment to invest in presence, thought leadership, and long-term pipeline.

So, is the holiday hype worth it for B2B? Absolutely. With the right strategy, you can capture attention, build valuable connections, and lay the groundwork for a strong start in 2026.And if you’re curious about how the shopper mindset — B2C or otherwise — is shifting this season, don’t miss Dear Advertiser: A Letter from Your Holiday Shopper.wrap Success: An Advertiser’s Guide to the 2024 Holiday Shopping Season.