The Holiday Playbook 2025

Own the Scroll. Win the Season.

This October, #paid is unveiling our Holiday Playbook—a creator-first guide designed to help brands cut through the noise and capture attention when it matters most.

Inside, we’ll cover:

Creator Momentum

• Budgets are accelerating: Creator marketing is outpacing most digital channels, with trust and authenticity fueling results ads alone can’t match.
• From test to core: Brands are moving creators from “nice-to-have” to central growth levers thanks to measurable ROI and real-time social proof.

The Holiday Shopper

• Consumers are price-conscious, yet spending remains steady: 90% of U.S. gift-givers plan to spend the same or more this year, but they’re more intentional with every purchase.
• Social is the new mall: 42% of Gen Z shop directly on social, with over half of shoppers saying creator recommendations drive their gift decisions.

Platforms in Play

• TikTok: Where discovery, memes, and shopping collide—TopView, TopFeed, and Spark Ads dominate seasonal moments.
• YouTube: The home of trusted voices and multi-format storytelling—search and Shorts drive both fandom and commerce.
• Meta: The hub where AI + creators + social commerce turn holiday inspiration into action—Reels, Carousels, and Advantage+ Shopping lead the way.

Performance Essentials

• Holiday CPMs will rise 30–50%—but creator-led content delivers stronger CTRs, lower CPCs, and outsized ROI.
• Shoppers need 2–3 creator touches before converting, making always-on creator amplification a must.
• Unboxings, reviews, and gift guides remain the most influential formats during peak buying moments.

What We’re Watching

• Surge in creator-led affiliate and influencer links fueling Cyber Week sales.
• Gen Z’s evolving role as social-first holiday shoppers.
• Nano and micro-influencers driving targeted engagement at scale.

Don’t miss #paid’s definitive holiday POV—your roadmap to winning carts, clicks, and consumer trust this season.