Digiday+ Research: Unwrapping brands’ 2025 holiday marketing strategies

It’s nearing that time of year again — the holiday season is approaching, and brands and retailers are preparing their end-of-year sales plans. Digiday+ Research examined which commerce channels are dominating their holiday strategies this year. We also looked at the discounts brands and retailers are offering and the revenue expectations that are guiding their marketing decisions during the essential fourth quarter.

To do so, Digiday+ Research surveyed 68 brand and retailer professionals about their past and current use of sales channels during the holidays, their past and current holiday marketing tactics, as well as how their current holiday season discounts and holiday revenue expectations compare to last year’s. We also interviewed executives at the Fwrd Group and NEOM Wellbeing to learn about their plans and expectations for the upcoming holiday sales season.

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