Digiday Research: Marketers Forecast Holiday Revenue Growth Despite Economic Pressure
· 6h ago · Originally reported by Digiday
Digiday research finds marketers expect 2026 holiday revenue to come in above 2025 levels, with forecasts ranging from modest single-digit gains to 31% or more. The optimism persists even as economic pressures weigh on budgets.
Why it matters
Holiday revenue expectations shape how much brands spend on digital advertising in Q4, so these forecasts hint at ad demand for the season.
Explain it like I’m new here
It's like a store owner guessing how much more they'll earn this holiday season than last year, even if the neighborhood economy feels shaky.
Terms in this story
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Guidance (forecast)
Guidance is a public company's own forecast of its future results, such as next quarter's revenue or full-year adjusted EBITDA, usually given as a range alongside an earnings report.
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