The advertising landscape of 2025 tells a story of strategic boldness amid uncertainty. While economic headwinds persist, 68% of the top 100 advertisers increased TV ad spend to capture market share from more hesitant competitors. Retail advertisers collectively raised spend by 7% year-over-year.
That confidence stems from understanding two powerful and in some ways contradictory forces. Consumers are retreating into their homes, transforming them into sanctuaries, while intensifying their hunt for value. Retail brands sit at the intersection of these trends, and their advertising strategies reveal how savvy players are turning tension into opportunity.
As the holiday season approaches, these insights reveal how the most agile advertisers can connect with audiences seeking comfort, savings, and meaning.
In an unpredictable world, home has become a refuge. Retailers attuned to this shift have leaned in with their advertising dollars. The Home Depot boosted TV ad impressions by 29% year-over-year. Kohl's increased by 22%, while the entire Home & Garden category expanded impressions by 12%. These investments reflect a deliberate strategy to meet consumers where their priorities lie: creating comfort and functionality within their homes.
Holiday takeaway: This season, emphasize how your brand enhances the at-home experience, whether through décor, entertaining essentials, or comfort-driven gifting. Creative that taps into warmth, togetherness, and the idea of making home feel special again will resonate deeply as shoppers prepare for gatherings and celebrations.
Running parallel to the nesting instinct is something more pragmatic: the relentless pursuit of value. Value-focused retailers have responded with aggressive advertising campaigns. Harbor Freight delivered the most dramatic example, increasing its TV ad impressions by 1,254% to appeal simultaneously to home-improvers and bargain-hunters. Off-price retailer Ross Dress for Less grew impressions by 72%.By consistently reinforcing their value propositions, these brands are making a play for long-term loyalty in an era when every dollar counts.
Holiday takeaway: The value narrative is more than discounts; it is about confidence. As gift-givers stretch budgets, highlight transparency and tangible savings in messaging. Bundle offers, rewards programs, and “more for your money” themes can win attention during peak deal-hunting weeks like Black Friday and Cyber Monday.
While most retailers focused on home and value, Amazon's 2,405% surge in TV ad impressions reflected something more ambitious: a strategy to reshape the retail ecosystem itself.
Amazon's campaigns weren't simply product-focused. By promoting Prime Video alongside its retail offerings, the company deepened the perceived value of Prime membership, strengthening the flywheel between entertainment and commerce. Simultaneously, by advertising its ad platform tools, Amazon encouraged other businesses to redirect their marketing budgets onto its infrastructure.
Holiday takeaway: Follow Amazon’s lead by connecting ecosystems. Cross-promote experiences across your owned platforms such as streaming content, loyalty programs, and shopping apps to drive engagement and repeat purchase behavior. This holiday season, integrated storytelling can transform a single sale into an ongoing relationship.
Despite record investment, the first-half 2025 data exposes a critical vulnerability: inefficiency in ad delivery.The most engaged 50% of linear TV households see an average of 150 ads daily, accounting for 94% of all TV ad impressions. The other half of America? Just 6% of ads reach them.
The inefficiency deepens with demographic misalignment. Retail shoppers heavily favor Spanish-language networks, yet Hispanic audiences are under-reached by 23%. Affluent households earning over $200,000 are under-reached by 13%.
Holiday takeaway: This season, plan smarter, not just louder. Shift budget toward connected TV and streaming where audiences are most active and measurable. Lean into first-party data, multicultural targeting, and frequency management to ensure your holiday spend reaches shoppers who matter most, at moments that drive action.
The path forward requires meeting your audience where they are actually watching. Linear TV is increasingly inefficient, with many viewers overexposed while key segments remain under-reached. Streaming TV has surged 46% year-over-year, offering the precision, flexibility, and data-driven targeting that traditional media cannot. The brands that will win this holiday season are those that embrace a streaming-first, audience-first approach.
By combining insight, empathy, and real-time data, advertisers can reach comfort-seekers, value-focused shoppers, and diverse audiences with the right message on the right screen at the right moment. This is the blueprint for driving engagement, loyalty, and measurable business results in a complex, competitive retail landscape.
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