Five Holiday Ad Tips for Black Friday

Brands and retail chains are already gearing up for Black Friday as the holiday sales window stretches beyond the traditional weekend, and a recent survey of retailers reveals how early movers are reshaping their strategies.

TV Budgets Keep Climbing

Nearly six in ten advertisers said they will boost their TV spend for the 2026 Black Friday and Cyber Monday period compared with 2025. The share planning a “significant increase” rose from 16% last year to 22% this year, indicating that existing spenders are committing more funds. Only 7% intend to cut TV budgets, meaning over 90% will either raise or maintain their allocations, intensifying competition for ad slots.

Digital Takes Center Stage

When asked which sales channels they will prioritize, none of the surveyed brands listed in‑store shopping, and just 3% mentioned Amazon. Instead, 58% focus on direct‑to‑consumer websites, while 39% adopt an omni‑channel approach that still leans heavily on digital. This shift reflects a broader view of TV as a performance driver rather than merely a brand‑building tool.

Earlier rollout is becoming the norm. More than half of respondents plan to launch holiday messaging before mid‑November, and 17% aim to start as early as October. The largest group—37%—expects to go live in early November, well ahead of the traditional shopping weekend. This timing aligns with data showing shoppers begin hunting for deals in the fall, and it helps brands secure inventory and avoid the price‑war frenzy that peaks later.

AI is moving from buzzword to workhorse. Sixty‑one percent of advertisers report using AI tools for creative development, audience targeting, or campaign optimization, and another 12% plan to adopt such tools soon, pushing total usage close to three‑quarters of the market. The focus is now on pinpointing where AI can add the most value within the TV workflow.

Brands that treat TV as a direct response channel and apply rigorous analytics are likely to see steadier returns. The data suggests that those who wait until the last minute may miss out on both audience attention and inventory advantages, while early, well‑measured campaigns could capture a larger share of holiday spend.

Overall, the survey highlights a clear pattern: increase TV investment, launch campaigns early, leverage AI, and hold every dollar to a performance standard. As the holiday shopping season continues to evolve, these practices may become the baseline for competitive success.