According to a survey carried out among consumers in the United States in October 2023, 49 percent of respondents said promotions and discounts were the content aspects of holiday advertising and marketing that they liked the most. This was followed by 42 percent of respondents mentioning festive holiday themes.

According to a survey conducted among marketers in the United States in August 2023, 31 percent of respondents said they were planning to spend more on holiday advertising compared to the previous year.

During an August 2023 survey among marketers in the United States, approximately 79 percent of respondents said they were planning to use desktop and mobile channels for their holiday season advertising. This was followed by 75 percent of respondents citing social media channels.

During a global 2024 survey among fashion, lifestyle and beauty professionals, around 75 percent of respondents indicated their main objective with influencer collaborations was to increase sales. Moreover, 70 percent had a similar objective with celebrity collaborations. Roughly 50 percent stated their aim was to build their following with influencer or celebrity collaborations.

According to a survey conducted among consumers in the United States between June and July 2022, 45 percent of respondents said they found it appropriate when companies developed marketing campaigns or ads around religious holidays, while 29 percent said they found it inappropriate.

During a November 2021 survey carried out among adults in the United States, 47 percent of respondents said they enjoyed holiday food advertising. A third stated that the ads put them in the right mood for the season.

Nike was the leading market fashion brand for holiday marketing worldwide in 2023, with a media impact value (MIV) of ** million U.S. dollars. In comparison, Alo Yoga ranked eighth in holiday marketing, with a MIV of *** million.

During an August 2023 survey, 34 percent of surveyed small or medium business owners working in the entertainment and recration industry in the United States said they were concerned with ensuring that their social media and marketing plan was prepared ahead of the holiday season. The retail industry was the second most preoccupied one with 31 percent of respondents expressing concern, while the restaurant and bar one rounded out the top three with 24 percent.

According to a survey conducted among consumers in the United States in August 2023, 39 percent of respondents said they found connected TV (CTV) ads to be more helpful than their mobile counterparts when it came to informing holiday purchases. Conversely, 28 percent of respondents deemed mobile ads to be more helpful.

During an August 2023 survey, 52 percent of surveyed small or medium business in the United States said they were investing more in holiday season advertising to stay top-of-mind with customers. Conversely, 38 percent of respondents said they were not doing so.

During the 2019 winter holiday season spanning from late October to early December, Amazon ranked first on a list of leading national TV advertisers in the U.S., having spent 78 million U.S. dollars on TV ads in that period. At the same time Walmart's TV advertising expenses reached 69 million U.S. dollars.

During the winter holiday season in the United States in 2019, Macy's and Kay Jewelers decreased their TV advertising expenditures by 25 percent each - the largest drop in spending recorded among the top 10 holiday season advertisers that year. On the other side of the spectrum was Amazon who increased their ad spending on TV commercials by 84 percent compared to previous year. .

According to a study conducted among consumers in the United States in November and December 2022, 45.2 percent of respondents said they saw an ad for Walmart during the two weeks preceding the survey. This was followed by 38.8 percent of respondents mentioning Target, while Kohl's rounded out the top three with 27.3 percent.

Social media has played an increasingly important role in holiday shopping in the United States in recent years. A survey revealed that, in 2023, approximately 34 percent of shoppers planned to use these platforms to search for or purchase holiday products.

Social media as a source of inspiration With roughly nine out of ten internet users on social media, these platforms have become an increasingly powerful channel of communication and inspiration in the United States. That is especially true when seeking gift ideas for friends and family during the holiday season. In a 2021 survey, 70 percent of U.S. consumers reported using at least one social network for holiday shopping inspiration, with this usage proving particularly strong among younger generations of shoppers. While YouTube was the most influential social network among male-identifying shoppers, two platforms from Meta (formerly Facebook Inc.) - Facebook and Instagram - were a leading source of inspiration and information in U.S. consumers' holiday purchase process regardless of gender.

A trend transcending the holiday season Beyond the euphoria of year-end shopping, the use of social media as a source of inspiration and shopping platform has recently taken off. China has led the way in adopting this trend, but the United States is now following in its footsteps. In 2021, an estimated 32 percent of U.S. internet users engaged in social media shopping, which translates to about 90 million people buying on at least one of these platforms. Prospects look bright for social commerce in the U.S., as its growing popularity is forecast to see the number of social shoppers hit the 100 million mark by 2023.

During a 2024 survey, nearly six in 10 respondents from the United Kingdom said they loved Christmas advertising. Nearly equally many stated they were really looking forward to seeing Christmas ads on TV. One in three said Christmas ads made them laugh.

According to a survey carried out among consumers in the United States in October 2023, 31 percent of respondents said they have unsubscribed from a retailer or brand’s communications due to excessive holiday marketing.

According to a survey conducted among small business decision makers in the United States in September 2023, 52 percent of respondents said they used personalized emails and texts to grow their customer base during the holiday season. This was followed by 42 percent of respondents saying they used social media ads.

Holiday season retail advertising spending in the United States amounted to 2.53 billion U.S. dollars in the fourth quarter of 2019, marking an increase from the fourth quarter of 2016 value of 2.47 billion. Online retail ad spending has grown from 433 million in the 4th quarter of 2016 to 613 million in 2019.

In 2023, holiday shopping season will start a little later for many consumers in the United States. According to the findings of a recent survey, half of U.S. consumers were intending to start their holiday shopping in October in 2023. This share was at 56 percent the previous year.

Holiday season in the United States The holiday season is just around the corner and it’s truly the best time of the year for both consumers and retailers of all shapes and sizes. Since the recession in 2008, Christmas holiday retail sales in the United States have grown steadily. The amount of money that U.S. consumers plan to spend on gifts has, however, fluctuated. A 2022 survey revealed that U.S. consumers expected to spend, on average, 867 U.S. dollars in 2022; an increase from 794 dollars in 2018.

Black Friday For millions of people, Black Friday is the time to do some serious Christmas shopping — even before the last of the Thanksgiving leftovers are gone. It is the Friday after Thanksgiving, and it's one of the major shopping days of the year in the United States, falling anywhere between November 23 and 29. While it's not recognized as an official US holiday, many employees have the day off — except those working in retail. Ever since the start of the modern Macy's Thanksgiving Day Parade in 1924, the Friday after Thanksgiving has been known as the unofficial start to a bustling holiday shopping season.

Social media use among U.S. American consumers for holiday shopping has become more popular in recent years. In 2024, 20 percent of Gen Z shoppers intended on buying a holiday gift directly on a social media platform.