Winter Holiday 2019: ‘Tis the season for ads

It’s never too early to start thinking about the holidays. Certainly advertisers start gearing up months in advance, strategizing how they will reach shoppers and win share of wallet during the busiest time of year for retail: The Winter Holiday season.

Retailers are using a variety of strategies to try to break through the clutter and connect, varying the media channels, timing and messages they use. Kantar’s Media division, the global leader in connected media intelligence, has mined its extensive database to understand and report on these strategies.

Key findings of this brief include:

  • Retail ad expenditures during the Winter Holiday period declined by 6%
  • Walmart maintained its position as the top spending advertiser while Target jumped to second place
  • Digital media’s share of retail spending during the holiday period continues to grow with top retailers like Walmart heavily upping their digital budget allocation
  • Amongst top retailers, hybrid shopping offerings played a key theme in holiday creative messaging last year as ecommerce offerings become more and more prevalent
  • Kantar expects that retailer ad spend for the 2019 holiday season will increase YoY

Download this report today for important insights into how retailers are trying to make the most of the holiday season – and get the guidance you need to stand out from the clutter.




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