The 2026 Holiday Advertising Guide

The New Ecommerce Strategy Playbook

The holiday season is here again, but this year’s advertising landscape looks very different. AI is changing how consumers discover brands, economic uncertainty is shaping how they spend, and shifting sentiment is making it harder to predict what will drive action.

In our 2026 guide, you’ll learn:

  • How to build brand awareness and affinity before your ideal customer prompts AI with a question in your category

  • How to bring back cart abandoners and retarget your most valuable audience

  • How to build loyalty and repeat customers after the holiday season is over

  • Tracking your campaigns with accuracy for successful reporting

Plus, you’ll see examples of successful holiday campaigns from real AdRoll customers. Ready player 1? Download your guide, and get ready to win the battle against the final boss. 

Frequently Asked Questions

What are the best digital marketing strategies for holiday advertising campaigns?

Depending on your category, holiday strategies vary slightly. However, brand awareness, retargeting, and nurture strategies tend to perform well for most ecommerce and online retailers.

How do I create engaging holiday ads for my ecommerce store?

Ad creative is a key component to your ad campaign's success. To create engaging, memorable ads, use the following:

  • Distinction: stand out from all the rest. Make it memorable.

  • Stay on brand: don't deviate away from your brand guidelines, this can decrease recall.

  • Personalize: tailor your ads to your audience with specificity for the highest impact.

You can learn more about effective ad creative in our guide.

What are the key performance indicators for holiday ad success?

Your key performance indicators (KPIs) will vary based on your campaign goals. Here are some examples of KPIs you may use.

  • Click through rate (CTR): how many people click an ad after seeing it.

  • Conversion rate: how many people complete a transaction or action on your site after click through an ad.

  • Cost per click (CPC): how much it costs you when a person clicks on your ad. This is typically used for search and social ads.

  • Cost per lead (CPL): the costs associated with acquiring one new lead.

  • Cost per mille (CPM): the cost of serving 1,000 ad impressions on a publisher's site. This is usually in reference to display ads and programmatic campaigns.

Learn more about setting KPIs for your campaign goals here.

The 2026 Holiday Advertising Guide