Over Half Of Retail Marketers Are Increasing Their Holiday Ad Budgets

Retail marketers are gearing up for the holidays, with 55% increasing their budgets compared to 44% last year, according to Yahoo DSP’s 2026 Holiday Shopping Study, Chain Store Age reports. Of the agencies polled, 57% are planning increases, as are 54% of marketers. In addition, 77% of advertisers expect to launch their holiday campaigns by November. October is the biggest month, with 34% launching then.

Last updated Sep 24, 2026 by ATDb automated enrichment