Planning your holiday ad campaign

Make your holiday campaign planning list (and check it twice!)

Streaming during the holidays has never been more popular. Spotify saw 10% growth in US holiday moment streams in November through December of 2022 in comparison with 2021.³ Holiday ad campaign planning, however, requires a lot more leadup strategy then getting started around thanksgiving celebrations. Download the report now to learn more.

With nearly half of Spotify listeners starting their holiday shopping pre-thanksgiving and one in four beginning in October or earlier⁴, brands need to adjust their timelines to meet the extended shopping season of the 21st century. Explore the Spotify holiday shopping timeline below to take a deeper look at consumer shopping behavior and to find out when the holiday season really begins for marketers.

Vertical insights: Shopping trends by category

Holiday season marketing requires a different lift for every industry, so taking a vertical-specific approach is your brand’s best bet. When it came to the most popular gifting categories among Spotify users, Retail reigned supreme with apparel, shoes and accessories taking the top three spots, while Personal Care and Beauty products were close behind.⁵

Luckily, Spotify can help you tap into your vertical-specific audience, no matter your industry—thanks to our powerful, data-driven targeting technology. Download the report for more insights.

Creative best practices: Add some holiday flair

Nailing the tone of your holiday creative can play a massive role in the success of your campaign. It’s important to tap into not only the feelings that consumers experience throughout the holiday season, but the moments as well.

44% of Spotify listeners stated that music enhanced their overall holiday shopping experience and helped to put them in the shopping mood.⁶ The ads these shoppers encounter should follow that same pattern—leaning into the excitement of what’s to come. Download the Holiday Advertising Playlist below for more tips on creative best practices. Sources:
1, 2, 4. Spotify x Qualtrics Holiday Shopping Survey, US Spotify Free users and Podcast listeners, 18+; April 2023

3. Spotify First Party Data, US, Spotify Free Users, moment=holidays, Nov-Dec 2022 vs Nov-Dec 2021
4. Spotify x Qualtrics Holiday Survey, US Spotify Free users + Podcast users, 18+; April 2023 Q3.7: In terms of your top holiday purchases, please select the top product categories (in no particular order) in which they fall under. Limit to 5 selections max
5. Spotify x Qualtrics Holiday Shopping Survey, US Spotify Free users and Podcast listeners, 18+; April 2023 (Top 2 Box) Q4.4: In regards to the holidays specifically, how much do you agree or disagree with the following statements?