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Retailers Plan Bigger TV Ad Budgets for Multi-Week Black Friday
With Black Friday now stretching into a multi-week event, retailers are moving earlier. A new survey shows nearly six in 10 advertisers plan to increase their TV ad spend for the holiday period.
Despite the summer heat, retail marketers are already deep into holiday planning as Black Friday and Cyber Monday have become a weeks-long shopping period rather than a single weekend. The shift means brands that prepare early have a competitive edge.
In a survey of retail and DTC advertisers, including brands like Bylt, Tecovas, Manscaped, and Bearbottom Clothing, Tatari gathered insights on holiday planning, creative strategy, and media mix for the busiest sales stretch of the year.
A key finding: nearly six in 10 advertisers said they will increase their Black Friday and Cyber Monday TV advertising budgets in 2026 compared with 2025. That reflects a growing focus on television as a performance channel that must prove its return on investment.
Respondents also indicated a move toward earlier campaign launches, stricter performance measurement, and a more integrated media approach. The common thread is that brands are treating the holiday season as a marathon, not a sprint.
With the window for effective planning narrowing, the survey underscores the importance of moving first to capture consumer attention in an increasingly crowded promotional environment.