As Christmas and New Year approach, the 2024 holiday season shows clear shifts in consumer behavior. Holiday e-commerce continues to rise, with shoppers spending more time on mobile and responding well to personalized ads. At the same time, concerns about inflation and the economy mean shoppers are looking for real value and good deals.
During Black Friday week, our data showed ad impressions rose by about 20% compared to non-holiday periods. Brands that timed promotions well drew more eyes, and CTR improved by 2%–30% across a range of placements and formats. The overall increase in engagement, along with a 4x rise in conversions, indicates that holiday shoppers were ready to buy when they saw the right offers.
After Black Friday & Cyber Monday: Shifting Holiday Focus
Once the initial frenzy settles, consumers pivot toward the spirit of the season. They become more interested in festive content and gifting solutions rather than purely transactional deals. Last year, Christmas and New Year campaigns saw mobile CTR jump by around 2.3x compared to non-holiday periods. Premium inventory also performed well, delivering about 1.4x higher CTR than average.
Plan Before the Rush
The holiday window is short, so budget and bidding strategies must be flexible. Last year, eCPM prices increased by about 13% in the weeks leading up to Christmas, reflecting heightened competition for consumer attention as the holiday approached. Brands that proactively adjusted their bids before the price surge captured more valuable inventory and saw about 1.3x higher conversions.
Instead of waiting until the last minute, AlgoriX recommends setting clear KPIs first—decide if you’re aiming for brand awareness, clicks, or conversions—to ensure every action aligns with your main objectives. What’s more, staying agile in budgeting is crucial, as you’ll need to direct spend toward the best-performing formats and geographies. By doing so, you are more likely to secure better placements and maintain strong performance as the holiday competition heats up.
The Value of Premium Inventory
Premium placements are not just a nice-to-have; instead, they can be a strategic advantage. In 2023, during the Christmas and New Year, premium inventory delivered about 1.4x higher CTR and 1.5x more conversions than average inventory. The higher engagement is likely due to better ad relevance, a less cluttered environment, and a more trusting audience mindset. In a season packed with messages, premium contexts help brands stand out and encourage shoppers to act.
Embrace the Holiday Mindset
The quality and relevance of your creatives matter more than ever during the holidays. Festive-themed ads that reflect the season’s spirit delivered over 2x better CTR compared to generic ads, according to our data from 2023.
When consumers are “in the moment”—browsing for gift ideas or holiday recipes—they engage more with ads that mirror their mindset. Additionally, video formats and interactive experiences saw completion rates above 70%, which helps brands cut through the noise and capture attention. By aligning ads with the holiday mood—featuring gift ideas, festive visuals, and timely offers—advertisers can maintain engagement even after the deal-hunting excitement fades.
Tune Into Each Market’s Holiday Beat
Holiday engagement rises across the globe, but the best results come from understanding each region’s unique rhythms. In 2023, mobile impressions increased by about 14% in North America and 20% in Europe, while certain Asian markets saw a 2.37x spike in CTR during year-end campaigns. These gains show that holiday shoppers everywhere are highly responsive, but how they engage often depends on local customs and cultural nuances.
To ensure your efforts resonate in every market, start by segmenting and refining targeting based on demographic, interest, and behavioral data, then leverage first-party insights to fine-tune your approach. Don’t limit yourself to one channel or device; maintain a presence on mobile, desktop, and connected TV so consumers enjoy a consistent brand experience wherever they browse. By adapting creatives and messaging to reflect regional preferences—whether that’s festive, localized content in Europe or more interactive, offer-based ads in parts of Asia—you can allocate budgets more effectively and deliver holiday campaigns that truly strike a chord with local audiences.
From Holiday Sales to Lasting Loyalty
The holiday season can be more than a short-term sales boost. It can also set the stage for long-term relationships. Data from last year shows that remarketing to holiday converters can increase repeat purchase rates. If a customer had a positive shopping experience during the holidays, they are more likely to engage with your brand again when prompted in the weeks or months that follow.
By segmenting holiday buyers and crafting personalized post-season retargeting campaigns, you can keep your brand in their minds and inspire repeat visits, setting the foundation for ongoing loyalty.
Conclusion
The holiday season is a high-stakes period brimming with opportunity. By interpreting data in context—understanding why impressions are up, what drives higher CTR, and how to secure more conversions—advertisers can make more informed decisions.
At AlgoriX, we provide expertise, data-driven insights, and tailored programmatic solutions to help you achieve your campaign goals. Don’t miss this holiday surge—contact us today to learn how we can support your holiday advertising efforts and set you up for long-term success.
