Where to Spend: Smarter Paid Media & Retail Media Strategy for Holiday 2025
🎁 Plan Smarter, Perform Better: Get our full 2025 Holiday Guide for platform-specific creative strategies, campaign timing insights, and high-performing ad formats.
Where to Spend: Smarter Paid Media & Retail Media Strategy for Holiday 2025
With just weeks left in the 2025 holiday season, your paid media strategy can still make or break year-end performance. The window may be narrower, but it’s far from closed. Brands that stay active and intentional across paid, retail, and affiliate media can capture high-intent shoppers and close the year strong.
The Final Weeks Still Matter (Here’s Why)
Too many brands go dark after Cyber Monday, missing out on a huge share of late-season conversions. December remains a high-conversion period, with a significant portion of holiday purchases occurring in the final stretch—especially from shoppers previously exposed to campaigns.
If your goal is to maximize ROI in Q4, it’s not too late. You just need to shift how and where you spend.
Paid Media That Converts in the Final Stretch
Now is the time to shift your messaging and formats to match shopper urgency:
Use urgency-driven creative: "Last chance to ship," "Only a few left," or "Order by [date] for delivery"
Focus on retargeting and DPAs to re-engage warm audiences and cart abandoners
Promote e-gift cards and instant gifting solutions to reduce friction
Use statics, short-form video, and bold overlays to support quick scanning and decision-making
Media that reassures, simplifies, and sparks action will outperform the noise.
Retail Media: Own the Digital Shelf
Retail media is still one of the most powerful tools in a brand’s Q4 arsenal. In the final weeks:
Prioritize high-visibility placements within key retailer sites
Promote product bundles or "ready-to-ship" SKUs
Align inventory and messaging with current fulfillment capabilities
Leverage first-party data to refine targeting on the fly
With shoppers actively browsing retail platforms, visibility and availability equal conversion.
Affiliate & Influencer Channels: Low-Friction, High-Trust
As gifting decisions become more rushed and emotional, buyers turn to trusted sources. That’s where affiliate and influencer media shines:
Launch or refresh affiliate-exclusive offers for last-minute shoppers
Partner with creators to surface personalized gift recommendations
Highlight Buy Now, Pay Later options and mobile-first checkouts
Combine storytelling with urgency in influencer content (e.g., "What I'm gifting this year")
These channels help your brand show up where decisions are being made, not just browsed.
Budget Allocation: Where to Focus Now
Your remaining December budget should do three things: reinforce urgency, close high-intent audiences, and extend gifting flexibility. Focus on:
Holiday Media Moves for December:
Retargeting + DPAs across Meta, Google, and retail media
CTV or social placements that emphasize e-gift options
Affiliate partners with fast-traffic turnaround
Influencer content with strong emotional and seasonal hooks
Mobile-first formats optimized for speed and conversion
It’s not about spreading thin, it’s about spending smarter in channels that drive year-end results.
Want the Full Breakdown by Channel?
Our 2025 Holiday Guide includes:
Channel-by-channel strategy recommendations
Creative formats that perform at each stage of the funnel
Platform-specific tips for social, retail, and affiliate media
Looking for hands-on support? Explore New Engen’s media and retail marketing services or connect with our team to build your custom performance plan.
