US advertisers launch holiday campaigns earlier with increased budgets

US advertisers are launching holiday campaigns earlier and increasing budgets to compete for consumer discretionary spending. According to research from Yahoo DSP, pre-Labor Day campaign launches nearly doubled year-over-year, rising from 4 percent to 8 percent.

Approximately 77 percent of advertisers intend to launch holiday campaigns by November, with October serving as the primary kickoff month for 34 percent of participants. Budget increases are also on the rise, with 55 percent of advertisers planning to grow their 2026 holiday spending compared to 44 percent in 2025.

Key strategic shifts include a heavy emphasis on high-impact Connected TV (CTV) formats, with 90 percent of advertisers planning to utilize interactive or first-position ads. To drive consumer action, 79 percent of consumers report being influenced by special deals and promotions. Consequently, 83 percent of advertisers plan to update their messaging to focus on competing for discretionary dollars, prioritizing budget-friendly themes over emotional storytelling.