Microsoft Advertising has released its 2026 Holiday Playbook detailing six key global trends that advertisers should be aware of for the holiday season. The guide emphasizes the impact of AI on shopping habits, noting that 76% of U.S. shoppers plan to use AI for their holiday purchases.
Another highlighted trend is the lengthening of the conversion journey, which now takes an average of 52 days. Most U.S. shoppers begin their holiday buying before Halloween, with similar patterns observed globally.
Economic pressures influence shoppers differently, with some focusing on value while others prioritize quality and unique brand experiences. Sales events also play a crucial role, serving as demand accelerators.
For brands looking to capture this market, the playbook offers strategies to engage consumers effectively in the evolving AI-driven landscape.
Read the full guide on Microsoft’s official blog: Winning the 2026 Holiday Shopper.