Holiday Media Planning for 2025: Push Forward with Precision

The holiday season is coming in hot — and for many marketers, so is the pressure. Costs are rising, tariffs are on the horizon, and budget conversations feel more like line-item interrogations. It's tempting to retreat, cut spending, and "wait it out." 

But here's the thing: in every market cycle, brands that go quiet don't just save money, they lose ground. Momentum shifts to the ones who keep showing up, stay visible, and earn trust when others disappear. The demand doesn't vanish. It just goes to someone else. 

Still, this isn't about naive optimism. The 2025 outlook carries promise, but it's far from guaranteed. Continued growth depends on broader economic stability, and external risks—from inflation to tariffs to global disruptions—could still reshape the landscape. 

That's why the smartest move isn't to slow down. It's to push forward with precision. The brands that win this holiday season will stay flexible, invest strategically, and know how to pivot fast when the market demands it. 

The Market Reality: Pressure, Yes. But Also Possibility. 

Yes, the risks are real and top of mind for marketers and consumers. From rising everyday costs to geopolitical uncertainty, it's no surprise that many shoppers may delay purchases, trade down, or tighten spending. 

But looking at the data, there's another side to the story. Resilience is still a powerful force in this market. And for brands that plan strategically, there's a clear opportunity ahead: 

• 2024 Holiday Spend Grew +3.6% YoY 

Despite election-year distractions and a shorter season. 

• 2025 Retail Growth +2.7-3.7%  

Projected by the National Retail Federation (NRF), Deloitte, and EMARKETER 

• E-commerce Sales Set to Rise +7-9% YoY 

Driven by mobile, social, and retail media. 

• 42% of $100K+ Households Plan to Spend  

From "fairly" to "very" freely this holiday season. 

The bottom line: demand doesn't stop, it shifts. And how well your brand tracks, responds to, and shows up within those shifts will shape your share. 

Where Staying Visible Pays Off 

In 2025, consumer behavior rewards brands that keep showing up and penalizes those who stop. Four spaces that stand out to reach your customers include: 

• Social (+13% spend growth projected) 
  Shoppable videos, creator reviews, and native content keep you present from spark to checkout. But don't treat all platforms the same. Each channel has its own attention rhythms, content expectations, and creative best practices. A one-size-fits-all approach burns spend fast and shows audiences you're not paying attention. Distinct strategies for TikTok, Instagram, and YouTube are essential for performance. 

• Search (+12% spend growth projected) 
  Search may be shifting, but it's still central to conversion. AI-driven answers are compressing traditional impression share and pushing cost-per-clicks higher. While that makes it tempting to cut spend, pulling back now means missing out later. Instead, focus on feeding the top of the funnel and reinforcing branded search. Lean into AI-era formats like Performance Max, paid sitelinks, and structured data enhancements to stay visible as the SERP evolves. The brands that keep showing up will be the ones prospects remember. 

• Connected TV (CTV) (+13–16% growth projected) 
  CTV is no longer just a brand awareness play; it's a full-funnel force. With high attention, lean-back environments, and the ability to target at the household level, CTV is where brand equity gets built at scale. It's also a crucial bridge between creative storytelling and measurable performance. By maintaining a consistent presence on smart TVs and streaming platforms, brands can lower their cost per acquisition over time and set up retargeting efforts across display, social, and search for more efficient conversions.

• Retail Media Networks (RMNs) (+20% growth projected) 
  The fastest-growing ad channel in the U.S. right now, RMNs allow brands to advertise directly within the digital ecosystems of major retailers like Amazon, Walmart, and Target, reaching shoppers where they are already in a buying mindset. These networks offer access to rich, first-party purchase data, allowing marketers to target audiences with precision while staying privacy-compliant. Beyond on-site ads, RMNs now include off-site display, video, and in-store digital placements, offering true omnichannel integration. With closed-loop attribution and clear ROI measurement, RMNs have moved from experimental to essential for brands looking to connect media spend to actual sales. 
  
  Sources: DAC, 2025 Media Inflation | Emarketer, 2025 Retail Media) 

Five Moves to Win Holiday 2025 

1. Plan for a marathon, not a sprint

The holiday season isn't a finish line; it's a months-long race with multiple surges.  

Summer and fall are prime times to build brand awareness and preference so that when peak season hits, you're poised to capture the 5% of consumers ready to buy. During Black Friday, Cyber Monday, and the December rush, the focus shifts to value-led messaging and promotions that resonate with today's deal-seeking shoppers. But smart brands continue past December 25, extending campaigns into January to catch self-gifting and gift-card redemptions.  

This doesn't just apply to e-commerce holiday campaigns. Travel brands can tap into holiday decision-making windows for 2026 trip planning, while service-based businesses—from wellness to financial services—can leverage the new year mindset to drive bookings and consultations. Whether you're driving purchases, bookings, or brand recall, the holiday season is an attention-rich environment for all. 

The most successful marketers stay flexible, adjusting media mix and creative based on shifting competition, costs, and external events. And even for non-ecommerce brands, this period is a goldmine for capturing the 95% still in research mode. 

Key Takeaways: 

• Start Early: Build awareness in summer/fall. 

• Pivot to Performance for Peak: pivot to performance-heavy messaging in peak weeks. 

• Extend the Season: Push into January with self-gifting and gift-card campaigns. 

• Stay Agile: Adjust media strategy based on costs, competition, and market events. 

2. Lead with authenticity (and lean into social)

Trust is the currency that drives conversions in 2025, and social is where it's earned at scale.  

Start priming your audience before the holidays with engaging, video-forward formats designed for each platform's unique culture. Anticipate customer questions and build a messaging strategy that answers them directly while clearly communicating your value. Leverage micro-influencers to produce UGC that offers authentic social proof, then amplify it with paid dollars. And make the path from discovery to purchase frictionless with in-app shopping and tappable ad units.  

Even in non-ecommerce verticals, credibility and authenticity matter. LinkedIn, for example, is often overlooked but can be a powerful channel for engaging professional audiences. 

Key Takeaways: 

• Prime Early: Launch awareness campaigns before peak season to warm audiences and seed your brand story. 

• Adapt Creative: Tailor content to each platform's trends, tone, and best-performing formats. 

• Leverage Creators/Influencers: Partner with micro-influencers to create authentic UGC, then repurpose it across paid and organic channels. 

• Reduce Purchase Friction: Enable in-app shopping and tappable ad units to make purchasing seamless. 

3. Embrace AI

Consumer search habits are shifting fast, and AI is leading the change.  

Traditional search efficiency is declining, so diversifying your media mix and tapping into AI-friendly tactics is essential. Campaign types like Performance Max and Google's AI Max can secure placements in AI Overviews and AI Mode searches, but they require careful activation with the right guiding signals. Set up your product feeds for ChatGPT Shopping to take advantage of its current free window and ensure non-Shopify stores are connected through Bing Merchant Center.  

Beyond media, integrate genAI-powered customer support tools to deliver real-time answers that influence purchasing decisions. These strategies aren't just for e-commerce; any brand can benefit from visibility in AI-driven search results. 

Key Takeaways: 

• Diversify Placements: Add AI-friendly campaign types like Performance Max and Google's AI Max to your mix. 

• Set Up Product Feeds: Ensure products are eligible for ChatGPT Shopping using Bing Merchant Center if needed. Take advantage of ChatGPT Shopping's current free access before fees are introduced. 

• Support Instantly: Implement genAI chat tools and dynamic FAQs to provide in-the-moment shopper assistance. 

4. Get personal — really personal

Reaching your audience isn't enough; you need to connect on a small-group level.  

That starts with an intentional segmentation strategy that tailors messaging, creative, and placement to the nuances of each audience. Personalized holiday promotions can drive efficiency and impact for brands with loyalty programs or robust customer data. Use first-party data to reward high-propensity customers with loyalty perks, exclusive offers, or early access to sales. Even without historical purchase data, recent engagement signals can inform relevant remarketing (such as targeting users based on specific product categories they've browsed).  

Across industries, segmentation improves relevance, resonance, and the ROI of every ad dollar spent. 

Key Takeaways: 

• Segment Intentionally: Customize messaging, creative, and placements for distinct audience groups. 

• Leverage Loyalty Data: Reward top customers with exclusive offers, perks, or early sale access. 

• Remarket Smartly: Target for higher relevance based on recent browsing or engagement signals. 

5. Integrate New Performance Channels

The media landscape is expanding fast, and Retail Media Networks (RMNs) are leading the charge. But knowing where to show up is only part of the equation. Winning brands in 2025 go beyond checking the box on media mix and focus on managing these channels with precision. 

RMNs can drive strong performance right out of the gate. Many brands see early results using in-platform automation, but meaningful revenue is often left on the table without a more hands-on approach. To maximize returns, brands need to manage campaigns at the keyword and product level, optimize creative and placements, and align efforts with audience behavior across channels. 

The brands best positioned for growth are those that invest in the right expertise to help them navigate and win in this rapidly evolving space. 

Key Takeaways: 

• Test and Learn Fast: New platforms reward early movers. Launch small, but start now. 

• Optimize Beyond Automation: Manual keywords, products, and creativity management can significantly improve performance. 

• Think Omnichannel: RMNs connect digital and physical retail. Align your strategy accordingly. 

Looking to make the most of your RMN investment? Through our partnership with RMIQ, Red Door Interactive offers a performance-based model that ties compensation directly to results. You only pay a percentage of the incremental revenue we help you generate.  

How Red Door Interactive Can Help You Win the 2025 Holiday Season 

Holiday 2025 will reward the brands that plan early, stay agile, and keep showing up when others pull back. The brands that wait for perfect conditions will watch their share (and their momentum) go to competitors who were ready. 

You already have the roadmap: start early, lead with authenticity, embrace AI, get personal, and explore rising platforms. Layer in a three-phase playbook that keeps you visible from summer through January, and you've set the stage for your best holiday season yet. 

That's where your Red Door Interactive Strategists come in. We start with a "Month Zero" sprint to define media mixes, map audiences, build AI-era search strategies, craft CTV plans—with a 20% CPM discount and exclusive Beta buying access to top streaming platforms—tailor creative by platform, and define measurement that proves impact fast.

We remove the guesswork so you can act with speed and confidence. Because in a year like this, the winners aren't just spending; they're spending smart, adjusting fast, and staying visible when others fade away. 

Let’s make 2025 your most successful holiday campaign yet.