There are just over 120 days until December. Meta launched a Holiday Insights Center and published results from a survey of nearly 15,000 holiday shoppers across 18 countries to help marketers build seasonal plans.
Meta expects the 2026 holidays to drive more than $1.4 trillion in retail spend, with online shopping currently growing 2.5x faster than in-store sales.
Meta also published a Holiday Marketing Playbook for SMBs. Its most actionable guidance concerns timing.
"Black Friday is November 27, 2026 — only 28 days until Christmas, about a week less than most years. Start ads by mid-October to let Meta learn before the peak. More demand will compress into the Black Friday-Cyber Monday window — plan so budgets lean in, not pull back."
Three things stack: a shorter calendar, creator reliance at 94% — effectively the default, and rising AI-assisted shopping. Together they push preparation earlier, because creator sourcing and production carry long lead times, and optimization that needs a learning period has to start before traffic concentrates.
The 85% in-store figure belongs in measurement design too. Judging social spend on online conversions alone understates its contribution.
For platform fundamentals, see Building a Brand on Facebook in 2026.
Meta recommends mid-October, because Black Friday falls on Nov. 27 with only 28 days to Christmas — about a week shorter than usual — compressing demand.
94% of shoppers using Meta technologies say they look to creators for holiday shopping guidance.
85% of shoppers using Meta technologies have bought something in-store after seeing it on social media.
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