This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →As the 2026 holiday season approaches, advertisers are planning their marketing strategies amid an uncertain economy. Consumers continue to grapple with higher prices and affordability, while brands face rising operating costs and increased pressure to prove their marketing dollars are delivering measurable returns.As advertisers prepare for a holiday season in which shoppers are likely to remain selective about where they spend, many are betting on personalized offers, loyalty programs, bundled products and AI-powered shopping experiences to earn consumer attention.
Against this backdrop, Digiday+ Research examined which commerce channels are dominating marketers’ holiday strategies. We also looked at the discounts brands and retailers are offering and the revenue expectations that are guiding their marketing decisions ahead of the critical fourth quarter.
Methodology
Digiday+ Research surveyed 90 brand and retailer professionals about their past and current use of sales channels during the holidays, their past and current holiday marketing tactics, as well as how their current holiday season discounts and holiday revenue expectations compare to last year’s. We also interviewed executives from A-Frame Brands, Mastercard and Ritual.
