The holidays are already a peak spending period for brands; globally, retailers spent $46 billion on advertising in the fourth quarter of 2024, per WARC projections. According to media agencies, so-called “holiday creep” led to some sending upper-funnel spending into flight earlier in the season in an effort to influence shoppers farther in advance of the season’s peak.
Just how early brands are pushing their spend differs from vertical to vertical. Dan Rolli, Chief Investment Officer of OMD U.S., told Digiday that in the main, advertisers are stretching budgets over a longer duration rather than adding incremental dollars.We’re starting a lead-in to those brand-focused moments a little bit earlier… extending that flight” said Rolli.
While more shoppers are spending more in advance of the season, buyers warn against “leaving demand on the table” November through December.
Rolli also warned against consulting consumer polls too closely. “We’ve heard early survey data that says they will be more budget-conscious… [but] even with the sales potentially starting earlier, that does not always translate to buying earlier,” he cautioned.
After all, consumer sentiment surveys have marked a gloomy tone throughout 2025, with tariffs and political strife looking large on the news agenda. Actual consumer spending data shows a more positive picture, however. “What someone says and what they do are sometimes two different things,” said Rolli.