Consensus for Holiday this year is it's not Cyber 5, Turkey 11, but it's going t
By Melissaburdick · October 27, 2026 · Curated by George's Blog
Consensus for Holiday this year is it's not Cyber 5, Turkey 11, but it's going to be Cyber 30 - a, long promotional month. And, you'll be marketing to both Humans & Agents.
With pressure on margins & the need for efficiency, the answer isn't more spend or deeper discounts - it's smarter allocation. 3 things your team should be focused on right now:
1. Build demand early. Build consideration and retargeting audiences now, while media costs are more manageable, so you're converting demand during peak shopping days rather than paying a premium to create it. AMC is still an underutilized and incredible game changer here - ask your friendly Pacvue POC how you should be best utilizing
2. Convert efficiently. Focus on value, not just discounts. Think bundles, gift sets, and differentiated assortments that drive conversion while protecting margins. Make sure your product detail pages are doing the work to close the sale.
3. Be disciplined about where you compete. You don't need to win every keyword or every placement. Defend your branded terms and be selective in categories where you have a real competitive advantage & right to win. If you can't articulate why you should win a keyword, reconsider the investment.
What should brands stop doing? Spreading budgets too thin, chasing expensive placements without a clear return, and discounting everything for an entire month.
The brands that win holiday won't necessarily be the ones spending the most. They're building discovery now (and have been) & they'll be the ones that know where to invest, where to compete, and when to walk away.