Some creators say brands are delaying their holiday deals later than ever this year

""I can confidently say that there is a decrease in active partnerships, more hesitancy with spending, and we're seeing a little bit of tightening of budgets," said Trevor Barrett, a full-time beauty content creator based in Pennsylvania. Barrett, who goes by @trevorbarrett on social media, has more than 3 million followers across TikTok and Instagram. Before Q4 closes out this year, Barrett is hoping to land between six to 10 brand deals for the October through December holiday season."

"More often than not, deals are struck less than 30 days out from a campaign live date as opposed to the traditional 30 to 60 days, according to two creators Digiday spoke with for this piece. Given this year's tariffs, economic headwinds and uncertainty around TikTok's future, brands are likely sitting on their remaining budgets until the last possible moment, said Haley Schluter, head of North America for Buttermilk influencer agency."

Holiday shopping trends start earlier each year, yet many creators are seeing Q4 brand deals come together at the eleventh hour. Deals are increasingly being finalized less than 30 days before campaign live dates rather than the traditional 30 to 60 days. Brands are holding budgets back amid tariffs, economic headwinds, and uncertainty around TikTok, producing hesitancy and tighter spending. Creators report a decrease in active partnerships and a range of activity from steady deals to slowdowns. Some creators expect fewer deals this year, with several partnerships being confirmed last-minute in home and household categories.

Read at Digiday