How Businesses Can Shine This Holiday Season
As 2025 heads into the holidays, consumers and businesses alike are navigating a season marked by economic uncertainty. Concerns over tariffs, the government shutdown, and ongoing price volatility have many shoppers watching their budgets more closely. According to a recent survey, shoppers intend to spend 5% less on holiday-related purchases this year than in 2024.
But even in uncertain times, one thing remains constant: People are still shopping — and they’re looking for value, trust, and convenience close to home. That’s where advertising becomes even more essential.
Consumers are spending across more screens, starting earlier than ever, and showing strong loyalty to local retailers. To reach them, advertisers need connected storytelling across TV, streaming, and mobile — and a strategy that builds trust in a shifting economy.
For businesses, consistent visibility isn’t just about selling — it’s about staying top-of-mind when consumers are making careful choices. The brands that show up early and often, with a clear and reassuring message, are the ones shoppers will remember when it’s time to buy.
Shoppers Split Screens
Nearly 40% of consumers plan to divide their holiday purchases between online and in-store. That means local advertisers should meet them in both places. A shopper might see your ad on TV, look up your business on their phone, and visit your location that same week. A consistent message across platforms helps them recognize your brand no matter where they are in the funnel.
Television continues to be the top driver of holiday gift ideas, especially among streaming viewers, 59% of whom say they get helpful gift information from all types of TV ads, both on traditional TV and streaming. For advertisers, this means both linear and streaming TV can be powerful awareness tools, and that’s great news for businesses. Whether your message runs during local news or alongside a popular movie on an ad-supported streaming channel, TV remains a proven way to inspire shoppers to take action.
The living room is now a multitasking zone. 93% of streaming viewers shop on other devices while watching TV. That means your TV ad doesn’t end when the spot does — it sparks immediate searches, clicks, and store visits. Pairing TV with mobile helps move viewers from awareness to action in the same moment. Nearly 60% of all e-commerce holiday sales now happen on mobile. For advertisers, that means mobile-friendly ads, clickable offers, and local search optimization are must-haves. When a viewer scans your QR code or taps your ad, your business should be just a click away.
Starting Early and Staying Local
This year, nearly half of consumers (45%) have already started their holiday shopping, hoping to find lower prices and the best deals before price hikes, with 23% shopping in October. And by the end of Cyber Monday, almost 80% of gift spending will already be complete. The takeaway? Don’t wait until December to launch your holiday campaign — get in now while intent is high.
Consumers are also conscious of where their dollars are going. This year, 36% say they’ll spend more at small businesses. 33% believe it’s extremely important to support small businesses, up from 28% last year, because they want to contribute to their communities. That’s a huge advantage for hometown advertisers. Position your brand as the trusted, accessible, community-minded choice — offering fair prices, local service, and products that are in stock when shoppers need them.
This holiday season is an enormous opportunity for advertisers who connect the dots between TV, streaming, and mobile. With shoppers starting earlier, splitting their spending across screens, and actively supporting local businesses, now’s the time to tell a consistent story on every screen.
Optimum Media can help your business reach holiday shoppers wherever they’re watching — on TV, streaming, or mobile — so your brand stays top-of-mind and ahead of the competition this holiday season.