Observed Signal · Nov 13, 2026 · Research Report · Source: Digiday · Impact: 2/5 · Sentiment: Positive
Marketers Optimistic for 2026 Holiday Revenue Despite Economic Pressures
Digiday+ Research reveals that despite economic pressures, a majority of marketers (76%) expect their 2026 holiday revenue to increase by 1% to over 31% compared to the previous year. This marks a shift from the conservative outlook for 2025. The data comes from a survey of 90 brand and retailer professionals, as well as interviews with marketing executives. The research is part of a broader report on holiday marketing strategies, covering commerce channels and CTV. This optimism suggests confidence in consumer spending and marketing effectiveness, even amidst economic uncertainty.
Provides insight into marketer sentiment for the upcoming holiday season, which can influence advertising spend and strategy across the industry.
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Key Takeaways & Evidence Grounding
- 76% of marketers expect their 2026 holiday revenue to increase by 1% to 31% or more compared to 2025.
- Survey conducted among 90 brand and retailer professionals.
- Interviews with marketing executives were also conducted.
- Research is part of Digiday+ report on holiday marketing strategies.
- Marketers express optimism despite economic pressures.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Marketers Optimistic for 2026 Holiday Revenue Despite Pressures
Modern Retail+ Research's annual holiday report reveals that 76% of surveyed brands and retailers expect their 2026 holiday revenue to increase by 1-31% or more compared to 2025. No respondents expect a decrease of more than 11%. Despite this optimism, economic pressures such as inflation and high costs weigh on marketers. Executives from brands like A-Frame Brands and Ritual discuss strategies like bundling, gift-with-purchase, and targeting existing customers to manage costs. Mastercard's Susan Grossman emphasizes using better signals and personalization to deliver value over blanket discounting. The majority (81%) plan to keep discount levels similar to last year.
A Marketer’s Guide to Capitalizing on the 2026 Holiday Shopping Season
Cadent's blog post outlines how marketers can prepare for the 2026 holiday shopping season, where retail sales are expected to grow 4.1% year-over-year. It highlights that 50.7% of consumers plan holiday gifting earlier and 41% prioritize needs over wants, making deliberate spending a key challenge. The guide recommends using Cadent's Predictive CTV, Creative Intelligence, Dynamic Creative Optimization, and SmartCommerce tools to drive outcomes across CTV, YouTube, and digital.
2026 Holiday Marketing Strategies Guide
Digiday published a Digiday+ Research guide on August 5, 2026, outlining holiday marketing strategies advertisers are planning for the 2026 season. Based on proprietary data from publisher, agency, brand and tech insiders, the report says advertisers are focusing on personalized offers, loyalty programs, bundled products and AI-powered shopping experiences as consumers remain price-sensitive amid economic uncertainty. The guide calls out examples including A-Frame Brands, Mastercard and Ritual and is framed as member-exclusive research available to Digiday+ subscribers.
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