Q4 can easily become a frenzy for marketers and advertisers trying to tap into holiday sales without going overboard on campaign spending. Shoppers are browsing much earlier than December for holiday purchases, and nonlinear buying journeys add uncertainty and additional challenge. Plus, the sheer volume can seem overwhelming: Holiday spending in the U.S. in 2024 was projected to reach $1.59 trillion, and 53% of shoppers in 2025 plan to spend about the same as last year.
I’ve gathered some top creative strategies to help you cut through the noise of Q4, with the help of Taboola’s Creative Team, who constantly tracks and analyzes data on the latest trends for marketers and advertisers to inform this year’s holiday playbook.
Download Taboola’s Creative Holiday Playbook 2025
Holiday Shopping Creative Strategies for Q4 Success
1. Embrace Interactive Formats
Marketers can try a range of interactive, engaging formats to reach new prospects among the crowd. Polls, quizzes, and playable ads can all stand out online, and they have the benefit of combining increased engagement with data collection. Consider how you can personalize interactive content and gamify calls to action (CTAs). This ad, for example, calls back to 1980s video games with its design, and offers a fun and easy way to connect with the brand.
2. Time It Right
The holiday season now starts long before December, so marketers should start planning campaigns well ahead of Q4. National Retail Federation data finds that nearly half of holiday shoppers — 45% — plan to shop before November.
Spending will vary widely by industry and business size, of course. “Our clients in education and B2B often prioritize spending ahead of the holidays, heavily in October and early November, then scale back for December,” says LaVana.
It’s important to pay attention to browsing and shopping patterns, too, in order to time your campaigns right and attract users whether they’re in research or active buying mode. “We’ll often see a spike in research for education over the holidays due to more downtime, so we do maintain visibility,” adds LaVana.
3. Leverage User-Generated Content (UGC)
User-generated content remains a great way to attract attention for your brand without having to invest a lot. It can also bring authenticity and social proof to a holiday campaign. You might, for example, use DIY candid imagery to build trust, rather than using samey-looking stock photos. Consider ways to incorporate less filtered and produced content in general, so readers can relate more to your brand and products. And, if you’re working with influencers or affiliates, line up their participation early for your holiday strategies.
4. Use Retargeting Wisely
As with any other time of year, be focused on your ideal customer profile (ICP) during the holidays, advises LaVana. “Focus on retargeting efforts to previous site visitors or target email or company lists that you know are the right fit for your product or service,” she says, adding that it’s also essential to look for high-intent users who are actively searching for your product, and to prioritize those efforts versus demographic targeting on oversaturated social channels.
5. Tell Stories Through Short-Form Video
There’s plenty of opportunity to create short-form videos for Q4 shoppers. Mobile devices make up 55% of holiday e-commerce, outpacing desktop revenue, and that number is only expected to grow. Social media platforms like TikTok and Instagram make it easy to post multiple short videos, engaging with influencers and others where applicable.
For slightly longer, memorable holiday video content, consider how you can infuse emotion and connection: Think Apple’s 2021 Christmas commercial, or Etsy’s holiday campaigns that focus on authentic gift-giving.
6. Personalize at Scale
Q4 is the time to put all that hard-earned data to work in reaching your leads, customers, and high-intent users. Use the audience segments you have, or tweak existing ones for holiday purposes, and see how you can get creative. For example, use a gamified ad to quiz users on their holiday style, then provide personalized lookbooks accordingly, such as one for a party or event shopper.
7. Embrace the Power of Scarcity and Urgency
Used well, scarcity and urgency can help move a prospect toward a purchase in Q4. It’s important to communicate limited-time offers or low-stock notices without being too aggressive and turning off buyers. Consider how both copy and imagery can help convey a sense of urgency, as well as get holiday shopping on users’ radars early to make sure they have a wide selection. Simple images early in Q4, such as this Christmas-adjacent one of socks, can spark the shopping urge.
Key Takeaways
Marketers looking for creative ad strategies in Q4 should set the course early, since holiday shopping starts much earlier than December. Creative formats and placements that go beyond the banner can help brands succeed: Consider short videos, gamified ads and CTAs, and personalization, and ensure that you start holiday marketing well ahead of time for best results.
In 2025, we’re well beyond static banners as the best way to engage new and returning holiday shoppers. While marketers have a lot of options to succeed in a holiday market, it’s not always easy to determine what will deliver the best performance. One rule holds true, though: As in any other time of year, it’s essential to put your customer first. “Know your audience! Prioritize who they are and where they are to break through the clutter,” says Jackie LaVana, founder of 126 North Marketing. “Make sure your imagery and messaging are clear and stand out.”
