Every brand knows Q4 is the most important stretch of the year. Between Halloween, Black Friday, Cyber Monday, and Christmas, the last three months of the year drive the biggest surge of consumer activity and the fiercest competition for attention.

According to the Mastercard Economics Institute, U.S. holiday retail sales are expected to rise 3.6% year over year between November 1 and December 24, 2025. E-commerce sales are projected to grow 7.9%, outpacing in-store growth at just 2.3%.

Statista estimates mobile commerce revenue will hit $2.5 trillion in 2025, accounting for 63% of total retail e-commerce.

That means more people are shopping on mobile, and more brands are fighting for the same eyeballs. In this environment, creative is not just an asset—it’s your edge.

The Consumer Mindset in 2025: Practical, Early, and Digital

McKinsey’s latest U.S. consumer sentiment report shows shoppers will be cautious but intentional. Net sentiment is down 35% from its 2024 peak, resulting in more practical gifting and less splurging.

But that doesn’t mean consumers aren’t engaged. It means they’re shopping differently:

• Earlier: 37% of millennials start before October, compared to 28% overall.

• Selective on Black Friday: Only 11% of shoppers plan to begin on Black Friday weekend.

• Digital-heavy: One-third of consumers plan to shop mostly or entirely online.

Five Creative Strategies to Max Out Q4

1. Lean Into Authenticity with Holiday-Themed UGC

Ads with UGC deliver 4x higher click-through rates at half the cost per click compared to traditional ads. The holiday spin: authentic UGC layered with seasonal elements (festive backdrops, gifting themes) feels timely while staying relatable.

2. Harness the Power of HTML5 for Holiday Engagement

Static ads risk fading into the background. HTML5 formats—playables, interactive banners, and gamified end cards—pull users in. CRAFTSMAN+ data shows HTML5 delivers 20x more installs and 7x higher conversion rates.

3. Don’t Sleep on Your App Store Presence

Your app store page is your storefront window. Seasonal refreshes—featuring limited-time themes or gifting bundles—make your app feel relevant when consumers are actively browsing.

4. Go Beyond the Feed with Out-of-Home + Mobile Sync

Digital out-of-home (DOOH) bridges awareness with performance. Retarget users exposed to billboards or transit ads with interactive mobile ads. Research shows 76% of consumers have taken action after seeing a DOOH ad (inBeat, OAAA/Harris Poll).

5. Turn Up the Volume with Holiday Audio Ads

Audio ads cut through the visual noise. In 2025, over 75% of the U.S. population will listen to digital audio monthly. Audio ads drive 50% more attention per impression than TV or social benchmarks (Basis Technologies).

The Creative Testing Edge

The smarter play? Test multiple creative variants early—different concepts, talent, and product angles—and scale what sticks. A structured testing matrix lets you discover quickly what resonates with your specific audience segments.

Key Takeaways

• Authenticity wins: UGC feels festive and real.

• HTML5 drives engagement: Interactive formats amplify conversion.

• Seasonal relevance: Refresh your storefront for the moment.

• Think full-funnel: Sync OOH with mobile for maximum impact.

Ready to Craft Your Holiday Win?

The holiday season is when the best creative strategies shine brightest. CRAFTSMAN+ offers dedicated holiday packages designed to help brands scale UGC, HTML5, ASO, OOH, and audio.