The landscape of holiday marketing is evolving, with 2026 showing a notable shift in strategies among brands planning their seasonal campaigns. This year, connected TV (CTV) and streaming services have emerged as prominent channels for advertising, experiencing significant increases in usage compared to previous years.
Rise of CTV and TV Advertising
A recent survey reveals that 45% of marketers intend to utilize CTV and streaming ads this holiday season, a stark rise from just 23% in 2025. This marks a remarkable turnaround after a 14-point drop in CTV ad usage from 2024 to 2025. In parallel, traditional TV ads surged in popularity as well, with a 20-point increase this year, bringing the total to 33% of brands opting for this medium.
Strategic Insights from Industry Experts
Brodie from Ritual emphasizes the importance of year-round engagement with streaming media. She advised brands to establish a consistent presence rather than just ramping up efforts during the holidays, as this could lead to missed opportunities for smaller enterprises.
Ari Bloom, CEO of A-Frame Brands, highlighted the effectiveness of CTV and TV ads in reaching key demographics, especially women over 30. He noted a marked increase in engagement during the holiday season, particularly in specific time slots like daytime TV and QVC.
Changing Marketing Tactics
While brand experiences were the most favored tactic last year, they dropped to second place, with only 41% of marketers planning to use them compared to 50% in 2025. This shift indicates a growing preference for digital media channels.
Additionally, brands are moving away from traditional tools like gift guides and influencer unboxing videos. Usage of gift guides has plummeted by 19 percentage points, while influencer content has seen a decline of 14 points this holiday season.
The Enduring Value of Gift Guides
Despite the reduction in usage, gift guides continue to hold significant value historically, ranking first among holiday marketing tactics, with 31% of marketers attesting to their effectiveness. Brand experiences follow closely in second place, supported by 28% of marketers' responses.
Brodie perceives that the role of gift guides will regain prominence in an AI-driven market. With AI search tools leaning towards curated lists, she believes that gift guides will provide essential insights for consumer decisions during the holiday season.
Exploring Future Opportunities
As CTV/streaming ads rise in popularity, they rank fourth in best-performing marketing tactics historically, while pop-up shops take the third spot. The influencer marketing strategy alone has witnessed a decline in both its historical performance and future intentions.
Bloom advocates for the revival of catalogs, noting their strong conversion rates, especially when they include exclusive offers that entice consumers to shop. He believes that creatively designed physical catalogs can significantly impact in-store traffic during the holiday shopping frenzy.
