Marketers are expressing optimism for the 2026 holiday season, prioritizing CTV and streaming advertisements while leveraging AI-driven personalization to navigate economic uncertainty and shifting consumer shopping behaviors.

Key Points

• Seventy-six percent of surveyed brand and retail professionals expect 2026 holiday revenue to increase by at least 1% compared to 2025.
• CTV and streaming ad usage is projected to rise by 22 percentage points, while TV ad adoption is expected to grow by 20 percentage points.
• Eighty-one percent of marketers plan to maintain 2025-level discount depths, favoring product bundles and gifts with purchase over aggressive price cuts.
• TikTok Shop emerged as the leading social commerce channel, with 21% of respondents planning to utilize it for holiday sales.
• Brands are increasingly optimizing digital content for AI-powered search and shopping assistants to reach consumers earlier in the decision-making process.

Why it Matters

The shift toward AI-driven discovery and streaming media reflects a broader move away from traditional, linear customer journeys toward fragmented, personalized shopping experiences. By prioritizing these technologies, brands aim to maintain profitability and customer loyalty despite rising operational costs and a cautious economic climate.