Consumer surveys are showing mixed sentiments about this year’s holiday season, with some shoppers planning to spend less while nearly half plan similar spending levels to last year. In either scenario, advertising dollars must work harder to win market share and stand out in a decentralized media environment.
“The fragmented media landscape creates real challenges for brands, especially during the months-long holiday shopping season when consumers are planning to spend,” said Lauren Lazarus, GSTV’s vice president of insights and analytics. “Shoppers are watching less TV during the holidays as their schedules get busier, so brands must seek opportunities outside of the living room to drive impact during the season. Advertisers that lean into an omnichannel approach to their media plans can capitalize on reaching an attentive audience.”
Brands that shift ad spend to on-the-go video advertising (high-traffic, commerce-driven environments such as fuel and convenience retailers, rideshares, taxis, and transit hubs) are finding an advantage. They’re reaching shoppers in real time and building loyalty where it counts—with an attentive audience on the path to purchase for their holiday must-haves. While some surveys suggest consumers may consider cutting back on gifts, holiday travel is on the rise. In fact, according to the 2025 Holiday Consumer Insights survey of GSTV viewers, 43% of consumers say they plan to drive more during the 2025 holiday season than they did in 2024.1 Nearly three-quarters (71%) report fueling up more often during the holidays and having less time to watch TV.1
That’s a clear signal: advertising strategies that engage consumers on-the-path-to-purchase are creating opportunities for brands to stretch ad budgets further and win consumer attention in the moments that convert interest into sales.
Here, we share strategies for planning ad buys that meet your audience where they are this holiday season and enable you to convert them into customers.
Expand your view of the holiday timeframe.
Specific holidays may land on set dates on the calendar, but consumers see holiday shopping as a season, not a weekend. Almost a quarter (22%) of shoppers start checking items off their “to-buy” list in October or earlier. Most (59%) are buying in November, 44% are still shopping in December and 17% finish “just in time.” 1
A longer shopping season means more frequent stops to fuel up, making on-the-go-video a prime moment to place your brand top-of-mind while shoppers are on the move and making purchase decisions.
“Consumers spend four to five times more in retail within the three hours following a fuel-up,” Lazarus said. “This is a prime moment to bring your brand top-of-mind while shoppers are on the move and making purchase decisions throughout the season.”
Leverage messaging moments to drive in-store.
This holiday season, in-store retail is poised for a comeback, particularly among younger audiences. In fact, 4 in 10 Gen Z GSTV viewers are more excited to shop in-store this year compared to previous years, with more than half of them citing the enjoyment of shopping with friends and family as the reason.2
“That’s a critical insight for marketers: this hard-to-reach, highly coveted audience is going back to in-person shopping, in large part because it offers the opportunity to lean into real-world community,” said Lazarus.
On-the-go video reaches this valuable audience in a high-impact moment, and great content is going to differentiate your brand and stick with them—especially during the holidays, when audiences are inundated with ads across channels.
Contextual creative maximizes impact.
If your brand is looking to gain a premium share of voice during peak viewing and spending windows on-the-go video, holiday-themed content delivers.
“Messages that feel timely and relevant, delivered in a moment of attention and purchase intent, help turn seasonal storytelling into real measurable results,” says Lazarus. “We already know that on-the-go video amplifies existing campaigns by reaching consumers during those critical moments where attention is high and intent is immediate.”
Lauren Lazarus
VP, Insights and Analytics, GSTV
Align your creative with what’s top of mind for shoppers this holiday season through fun and engaging content to effectively influence viewers who are already in the buying mindset. For example, consider highlighting trending gifts and treats, festive cocktails, recipes, décor, etc. in your messaging to stand out in a crowded advertising environment.
“When creative aligns with the environment and the moment, it cuts through the noise, drives attention, and ultimately helps brands influence behavior in a meaningful way,” Lazarus said.
Make on-the-go video your holiday hero.
While consumer sentiment may be muted this year, marketers can still impact sales in a fragmented media landscape by connecting with consumers during moments of high attention and intent.
“Meet your customers where they are,” says Lazarus. “As shoppers make purchasing decisions, seize these critical opportunities during the peak buying season to elevate your brand presence and maximize impact.”
Sources:
1 GSTV audience pulse survey, Q3 2025. Lumen Research eye-tracking attention study.
2 Affinity Solutions, analysis of debit/card spend within three hours following a fuel transaction (vs. active cardholders not fueling up).
