Digiday's survey indicates a significant upward trend in brands and retailers' holiday revenue expectations, with 66% anticipating a rise this year compared to 2023.
According to the survey, optimism among brands and retailers about holiday sales is increasing gradually, reflecting a more positive outlook on revenue since 2022.
The largest percentage of professionals (36%) expects holiday revenue to rise between 11% and 30%, showing confidence in higher sales despite economic uncertainties.
Last year's expectations showed a marked contrast, with only a quarter of respondents predicting a significant revenue increase of 11% to 30%, highlighting a shift in sentiment.
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