Holiday Ad Spend 2026: How Billboard Companies Can Get Ahead of the Holiday Shopping Rush
Black Friday is no longer just a one-day shopping event. Holiday promotions now begin weeks in advance, giving billboard companies a longer window to connect advertisers with consumers preparing to spend.
The outlook for 2026 is promising. The National Retail Federation forecasts that U.S. retail sales in November and December will grow 4.2% over 2025, reaching approximately $1.013 trillion. At the same time, shoppers are watching their budgets, making value-driven promotions and well-timed advertising especially relevant. Source: NRF’s 2026 holiday forecast.
For billboard companies and account executives, now is the time to help advertisers prepare. From securing prime inventory to creating effective holiday campaigns, a little planning can help turn the busiest shopping season of the year into a strong sales opportunity.
Here are six strategies to focus on.
1. Start Booking Prime Inventory Early
High-traffic roads, retail corridors, shopping districts, and routes leading to major stores are natural choices for holiday advertisers. As holiday shopping approaches, the most desirable locations and time slots may become harder to secure.
Reach out to existing and previous clients early. Offer packages that cover key shopping periods, from early November promotions through Black Friday, Cyber Monday, and the final weeks before Christmas. Giving advertisers flexible options for timing and budget can help secure bookings before the rush.
2. Look Beyond Big-Box Retailers
Major retailers may have large advertising budgets, but local businesses also have plenty of reasons to promote themselves during the holidays.
Consider reaching out to:
- Local retailers and boutiques promoting holiday sales and gift ideas.
- Car dealerships and automotive services offering seasonal specials.
- Restaurants and entertainment venues promoting holiday events, gift cards, and group outings.
- Jewelry stores and specialty shops looking to attract gift buyers.
- Home service companies offering end-of-year discounts or preparing customers for winter.
- Local attractions and event organizers promoting holiday festivals, shows, and seasonal experiences.
These businesses may not have dedicated advertising departments, so a straightforward proposal with a relevant ad concept can make it easier for them to see the opportunity.
3. Make Digital Billboard Capabilities Part of the Pitch
Digital out-of-home (DOOH) advertising gives businesses the flexibility to change their message as promotions evolve.
Advertisers can feature early-bird offers in November, highlight Black Friday deals as the event approaches, and switch to Christmas shopping or gift-card promotions afterward. Where scheduling capabilities allow, campaigns can also be tailored to specific days or times.
When pitching digital inventory, focus on practical benefits: flexibility, timely messaging, and the ability to keep a campaign relevant throughout the season.
4. Sell the Opportunity, Not Just the Billboard
Instead of simply sending a rate card, show potential advertisers how a billboard campaign could support their holiday goals.
A strong proposal might include:
- Recommended billboard locations near shopping areas or key travel routes.
- A suggested campaign schedule covering several important shopping dates.
- A sample ad showing what their holiday promotion could look like.
- Options for different budgets, including static and digital inventory.
- Ways to measure results.
Keep the pitch focused on the advertiser’s needs. A local retailer may want more store visits, while a restaurant may want to sell more gift cards. Showing how the campaign fits that goal makes the proposal more useful.
5. Help Advertisers Get Their Creative Ready
Even the best billboard location needs a message that works at a glance. Holiday ads should be simple, bold, and directionals work great too.
Encourage advertisers to focus on one main offer, a recognizable brand, and a clear next step. Messages such as “Black Friday Deals,” “Holiday Gifts Under $50,” or “Shop Local This Christmas” can communicate an idea quickly when paired with strong visuals.
Creative should also match the campaign timeline. Early-season ads can build awareness, Black Friday ads can emphasize limited-time offers, and December campaigns can focus on last-minute gifts and seasonal services.
If advertisers don’t have finished artwork, offer help getting their ads designed. Tools and services such as Tasty Ad’s custom billboard ad design can help account executives present a more complete proposal instead of leaving clients to figure out the creative on their own.
6. Local Advertisers Love Directional Ads
During the holiday shopping season, getting customers to the right place at the right time can make all the difference. Directional billboards help local businesses reach shoppers who are already traveling near their location or heading toward shopping districts.
Consider targeting businesses that benefit from nearby traffic, including local boutiques, furniture stores, restaurants, Christmas tree lots, and specialty gift shops. A simple message such as “Holiday Deals — Next Right” or “Shop Local — 2 Miles Ahead” gives drivers a clear reason to stop.
Tools like Billboard Pilot allow easy targeting of businesses in a radius and down the road from your billboards, as well as the option to make spec art for them as seen below.
Billboard Pilot
Make the Most of the 2026 Holiday Season
Black Friday and the weeks surrounding it give billboard companies an opportunity to do more than fill available space. They can help local businesses reach shoppers, promote seasonal offers, and stay visible during a competitive time of year.
Start conversations early, make proposals easy to understand, and give advertisers practical creative options. A well-planned campaign can help both the advertiser and the billboard company finish the year strong.
