Brands should “celebrate smarter” by starting campaigns earlier, embracing conversational search and integrating automation to drive stronger performance across every stage of the holiday journey, according to a
reportby Microsoft Advertising. Its 2025 Holiday Performance Playbook outlines key insights and strategies for marketers facing a more competitive, AI-driven retail season.
According to Microsoft’s research, more than 90% of U.S. retail conversions now occur outside the traditional Cyber Five window, and nearly half of November and December sales originate from ad clicks made as early as October. The findings suggest that early activation is critical as shopping timelines expand and budgets tighten.