Holiday shopping doesn't feel like it used to, and this year's data backs that up. Budgets are tighter, timelines are earlier, and shoppers are being pickier about who's on their list. We surveyed 1,135 of them to find out exactly what that means for advertisers, and broke it all down in the infographic below.
Source: Paramount Advertising, 2026 Holiday Insights, August 2026, N=1,135. Additional data: Nielsen Streaming Content Ratings, National Sample, Persons 2-99, 1Q25-3Q'25, Top 500 Shows per Quarter; TVision, 4Q'25.
Why the Holidays Are the Year's Biggest Retail Moment
Holiday advertising cuts through like nothing else on the calendar. 69% of consumers have learned about a new product through a holiday ad, and 61% pay closer attention to holiday ads than ads at any other time of year.
That attention matters even more this year, since shoppers are planning to spend less than they did last year. The average American plans to spend $100 less on the holidays this year vs. last, which means the lists they're building are shorter and more selective. Only 23% plan to buy a gift for themselves, down from 36% last year, as that smaller budget goes to loved ones instead. That's holiday shopper behavior in a nutshell this year: careful with the budget, but still intent on buying.
Here’s why NOW is the time to get your brand on those (shorter) Nice Lists, while they're starting to get made.
Holiday Shopping Trends 2026: What the Research Shows
A few clear holiday shopping trends stand out in this year's data: shoppers are starting earlier, and streaming is shaping how they respond to ads once they do.
Shoppers are getting ahead of the rush:
- 43% plan to start shopping by Halloween.
- By the time Black Friday rolls around, 83% will have already started.
- 56% say their holidays have become more planned rather than spontaneous compared to recent years.
Not every shopper is pulling back the same amount, though: parents are 2X more likely than non-parents to say they're spending more this year, and Paramount viewers are +39% more likely to spend more this year than the average consumer (more on that later).
Streaming sets the mood and festive vibes:
- 54% say holiday programming helps get them into the holiday spirit
- 52% of gift givers say watching holiday programming has become one of their own holiday traditions.
And that good mood shows up directly in how TV ads influence holiday purchases:
- TV ads are the #1 highest-influence ad format for holiday gift purchases, ahead of social posts, influencer content, print, email, and radio.
- More than half of shoppers say they're more likely to buy something advertised alongside holiday programming.
- 3 in 4 say ads feel more relevant alongside holiday content in general.
The Paramount Viewer Advantage
No audience feels this effect more than Paramount viewers. They're:
- +39% more likely to say they'll spend more this year than last (nearly 1 in 3 plan to spend more, and 72% plan to spend at least the same)
- +61% more likely to have made a purchase after watching a holiday TV ad
- +25% more likely to say a holiday TV ad has influenced their shopping overall
That lift traces back to where Paramount viewers spend their time. Paramount content accounts for 1 in 5 streaming minutes in the US, spanning CBS, Paramount+, and Pluto TV, and ads on Paramount+ drive 21% higher ad attention than other streaming services. Paramount viewers are genuinely engaged with what's on screen.
How to Reach Holiday Shoppers on Paramount Ads Manager
Streaming ads for holiday shoppers work best in front of the right audience at the right time, which is exactly where CTV advertising for holiday marketing has an edge over other channels.
Here are a few direct ways to get there on Paramount Ads Manager:
1. Show up before the rush.
With 83% of shoppers starting before Black Friday, timing your launch around fall's biggest premieres gets your brand in front of shoppers while they're still forming opinions. See the full lineup in the 2026 CTV Guide >
2. Target the audiences most interested in your product.
Interests & Behaviors Targeting lets you reach specific groups like Parents, Online Shoppers, or Retail Shoppers depending on what you're selling, or let Peak Audience Targeting find your best-performing viewers automatically.
3. Measure what's working.
Install the Paramount Ads Manager Pixel before you launch so you can see site visits, leads, and sales in your dashboard from day one, and retarget your own site visitors on the big screen as the season progresses.
What Makes a Great Holiday CTV Ad
Understanding holiday gift shopping habits, what people buy and why, makes it easier to build creative that actually lands. This year's data points to a clear tone and a clear focus:
- Lead with nostalgia. 42% say ads that feel nostalgic or remind them of holiday traditions resonate most this season (45% of Paramount viewers).
- Lean into the traditions people actually care about. 64% say purchasing gifts for loved ones is a top holiday tradition this year, more than decorating or preparing a holiday meal.
- Focus your product messaging where the demand is. Apparel leads this year's gift categories at 63% (67% of Paramount viewers), with games & toys and electronics close behind.
Spencer Parker, VP & Group Creative Director at Paramount, broke down some of the best creative practices that make holiday ads land on the big screen:
- Introducing your brand in the first few seconds
- Pairing motion with on-screen text so your message holds up even on mute
- Sticking to one core message per spot
- Giving your CTA enough time on screen to actually act on it.
Get his full breakdown (video clips included): CTV Ad Creative Best Practices: How to Make Ads That Sleigh >
Ready to reach this year's holiday shoppers before the rush hits?
Sign up for Paramount Ads Manager today, and get your brand on TV tomorrow. Start running holiday ads →
Get more of the insights and resources you need to plan a successful holiday season. Explore the Holiday Hub →
