U.S. holiday sales are projected to top $1 trillion for the first time, making this the highest-stakes window on the calendar. Capitalizing on it, though, depends on whether your Connected TV strategy matches how people actually watch and shop: Q4 shoppers start research earlier, hunt harder for value, and often hit buy on a second screen while a holiday movie plays in the background. And with more of that research starting inside AI chat and search, the click brands once won at the moment of search is no longer a given, so the advantage goes to the brands that build demand with CTV before the shopping begins. This guide shows you how: where those audiences are, when they’re buying, and what kind of creative earns attention when the living room becomes the most valuable real estate of the year.
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