Courtney Hopkins, VP of Strategic Partnerships at Rokt gives MAD//Insights the 3 trends expected to impact this year’s holiday spending and how you can unwrap your holiday campaigns.

ASOS and Rokt shared the DigiAds Stage at MAD//Fest London 2024 to discuss how brands can make the most of the biggest ecommerce moment of the year: the holiday season.

Every year, the holidays get hotter.. Post-pandemic holiday spending is skyrocketing and on track to break $1 trillion in 2024. With holiday shopping beginning earlier than ever, advertisers must be prepared to drive revenue or grow their market share during this extended shopping period.

Here are some of the biggest shifts expected to impact this year’s holiday spending:

1.AI is supercharging ads

Eighty-three percent of creatives already use machine learning tools. Initially, these tools were used to improve the timing and targeting of ads for specific audiences. While ad bidding has become automated, audience segmentation remains largely manual and limited. AI transforms this by enabling more personalized and flexible creative assets, allowing for scalable iterations. Beyond creative applications, AI and machine learning can also help advertisers like Virgin Wines increase conversion rates while finding significant CPA efficiencies.

2. Black Friday is now Black Fall

Cyber Week used to kick off the holiday rush, but retailers are ditching the post-turkey wait. Last year, retail leaders like Amazon kicked off their holiday promotions a full week early. Customers are more price-sensitive than ever and are starting their hunts early, all in search of greater discounts. In 2022, Rokt saw a scorching 37% of holiday shopping happen in October, and that number is expected to exceed 41% in 2024. Advertisers who extend promotions throughout fall will maximize their holiday ROI by capturing early shoppers.

3. Giving is the new getting

Consumers today care deeply about social good. For advertisers, giving back is a powerful way to build trust. Rokt's charity-focused campaigns see engagement rates exceeding typical ads by 3x. This charitable groundswell is a win-win for everyone. Ecommerce platforms earn extra revenue with charity ads at checkout, while customers get to support worthy causes. This allows all parties to celebrate the season of giving.

By embracing these shifts, advertisers can capture the holiday magic of this bustling shopping season and acquire new customers during these peak times of engagement.

If you would like to supercharge your ads with AI ahead of the holiday season, get in touch with us to tap into Rokt’s exclusive advertising channel and acquire valuable customers in the buying mindset at rokt.com/ads.