{
  "id": 17748722,
  "title": "Modern Retail+ Research: Brands’ holiday marketing tactics shift in 2026",
  "url": "https://urgent.news/2026/11/02/modern-retail-research-brands-holiday-marketing-tactics-shift-in-2026",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-02T05:00:00.000Z",
  "source": {
    "name": "Modern Retail",
    "slug": "modern-retail",
    "url": "https://www.modernretail.co/marketing/modern-retail-research-brands-holiday-marketing-tactics-shift-in-2026/"
  },
  "original_language": "en",
  "account": "The 2026 holiday marketing landscape is evolving as brands and retailers adjust their strategies, according to Modern Retail+ Research. Compared to 2025, marketers plan to increase their use of CTV/streaming and TV ads during the holiday season. CTV/streaming ads are projected to see a 22 percentage point increase, while TV ads will rise by 20 percentage points. This shift follows a 14 percentage point decline in TV ad usage from 2024 to 2025, which bounced back 20 percentage points in 2026. Streaming ads are particularly appealing to brands like Ritual, as consumption increases during the holiday season, but launching new campaigns only for this period could be risky, especially for smaller brands. Notably, brand experiences, which were once the most-used tactic, have dropped to second place, behind streaming/CTV ads. Gift guides and influencer hauls/unboxing videos are expected to see a significant decline in usage, but gift guides may gain importance due to their relevance in an AI-driven search era. Despite these changes, catalogs continue to rank as one of the top-performing holiday marketing tactics over time.",
  "summary": "Modern Retail's recent holiday survey found that brands and retailers plan to adjust the marketing tactics they’ll use during the 2026 holiday season in comparison to those they used in 2025. Here are some of the most notable changes.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}