Advertisers Push Christmas Earlier As Holiday Ad Spending Surges.

Advertisers launched holiday marketing campaigns earlier than usual this year, flooding television screens with seasonal commercials despite ongoing efforts by many businesses to control costs amid tariffs, The Wall Street Journal reports.

Holiday TV advertising began in earnest in early October, with companies spending a combined $1.47 billion over the past nine weeks, a 13% increase from the same period a year earlier, according to estimates from ad-tracking firm iSpot.

That total does not include digital advertising, which has also surged across social media, email and text messages. Retailers spent $5.8 billion on digital ads in the U.S. from Nov. 1 to Dec. 7, up 4% from a year earlier, according to research firm Sensor Tower.

The holiday shopping season remains a critical period for retailers, particularly as inflation continues to pressure household budgets. The National Retail Federation projects holiday sales will exceed $1 trillion for the first time this year.

Several retailers have been especially active on television. Walmart’s holiday ads feature a Dr. Seuss-inspired world starring Walton Goggins as the Grinch. Target has brought back Kris K., a bearded Christmas character introduced in a 2024 campaign. In one spot, a woman on a coffee date with him glimpses his gift list and confuses him by referring to his naughty list.

Amazon.com has nearly doubled the number of holiday ad minutes it has aired on television over the past nine weeks, according to iSpot estimates.

The early start to the holiday retail season, often referred to as “Christmas creep,” has long shaped advertising strategies. This year, however, many brands accelerated their television campaigns even further, according to ad buyers and consultants.

Some companies began airing holiday ads as early as August. Suzanne Irving, President of integrated investment at ad-buying firm OMD, said brands moved sooner after seeing signs that consumers were concerned about inflation and potential tariff-related price increases and wanted to spread holiday spending over a longer period.

Amazon, one of the nation’s largest advertisers, aired its first holiday television ad on Oct. 13, vs. Nov. 1 last year, according to iSpot. The commercial shows a college student returning home to find her childhood bedroom converted into a workout space, with her father running awkwardly on a treadmill in short shorts. She then checks the Amazon app for more suitable workout gear.

Despite the heavy volume of advertising, Americans generally view holiday commercials favorably, according to an online poll conducted this month by Morning Consult for The Wall Street Journal.

Two-thirds of respondents said they enjoy seeing holiday-themed ads either a lot or somewhat, while 9% said they dislike them. Still, many respondents — including 70% of baby boomers — said the ads begin too early.