It’s easy to see why retailers are spending more of their money on digital and social media ads. After all, a recent PwC report found that more than half of holiday shoppers will make their purchases online for the holidays.
Kantar’s latest report builds on the firm’s previous research indicating that advertisers are spending less on holiday ads as time goes on.
As for when retailers are spending their holiday dollars, Home Depot spent the most (47%) on holiday ads before Thanksgiving, J.C. Penney spent the most (21%) on holiday ads during the week of Thanksgiving and HomeGoods took the lead in post-Thanksgiving ad spending (64%), according to Kantar’s report.
