""Advertisers and brands are trying to pull forward the holiday period a little bit earlier, so they're seeding in new audiences to their campaigns to try to expand that full addressable market," said Jake Bailey, group director of global business at Meta. "There's also a shorter time period than usual in between this Thanksgiving and the other holidays and shipping cut-offs, so that makes for a more intense environment.""
""Retail is a margin game, so brands are really focused on performance and incrementality," he said. "Somewhat similar to consumers, they've got to get the most out of their marketing budgets this year to be successful.""
""We actually find that most advertisers usually undershoot their opportunity, especially during Cyber Week," Bailey said. "They really do underestimate how efficiently they can scale on Meta.""
Social advertising on Facebook and Instagram provides scale and discovery potential for holiday campaigns but requires managing creative complexity and diverse formats amid higher costs and competition. Advertisers are shifting the holiday period earlier to seed new audiences and expand the addressable market, while a shortened span between Thanksgiving and other holidays creates greater intensity and shipping constraints. Retailers emphasize performance and incrementality to protect margins, and many advertisers underestimate how efficiently they can scale on Meta, especially during Cyber Week. YouGov data finds 58% of shoppers say Meta is likely to influence purchases, and 79% of those who discover products across Meta platforms ultimately buy.
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