# US holiday advertising and consumer spending trends

> Live situation record from CLSTR: https://clstr.news/situations/us-holiday-advertising-and-consumer-spending-trends
> Updated: 2026-10-07T18:57:25.000Z. Sources: 5. Developments: 2.

The 2026 U.S. holiday season is characterized by a strategic shift in advertising and a cautious approach to consumer spending. Advertisers are launching campaigns earlier, with pre-Labor Day launches nearly doubling year-over-year. To compete for discretionary spending, 83 percent of advertisers plan to prioritize budget-friendly messaging over emotional storytelling, with a heavy emphasis on high-impact Connected TV formats.

On the consumer side, spending forecasts show mixed outlooks. One study predicts average holiday spending will be approximately $779, a slight decrease from the previous year, while the ICSC predicts retail sales could increase between 4.3% and 4.9%, reaching $1.7 trillion. Despite concerns regarding household debt and the job market, many consumers remain resilient, prioritizing holiday purchases and seeking value, competitive pricing, and convenience to manage their budgets.

## Timeline

### 2026-10-07: U.S. consumers prioritize value in 2026 holiday spending forecasts

U.S. holiday spending forecasts show consumers are becoming more intentional and value-conscious, balancing financial pressures with a desire for meaningful seasonal experiences.

3 sources. https://clstr.news/cluster/us-consumers-prioritize-value-in-2026-holiday-spending-forecasts

### 2026-09-29: US advertisers launch holiday campaigns earlier with increased budgets

US advertisers are launching holiday campaigns earlier and increasing budgets, with 55 percent planning higher spending to compete for consumer discretionary dollars through deals and CTV advertising.

2 sources. https://clstr.news/cluster/us-advertisers-launch-holiday-campaigns-earlier-with-increased-budgets

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Cite as: US holiday advertising and consumer spending trends. CLSTR, https://clstr.news/situations/us-holiday-advertising-and-consumer-spending-trends