[News]
August 11, 2026
Get your holiday ads in front of high-intent shoppers
Holiday shoppers used to have a predictable path. They would see a TV ad, search for the product, click a link, and buy that product. Nowadays, there are too many different routes to get there. An early holiday shopper in October may gain inspiration by watching Instagram Reels ads. Later that day, they save a Facebook story ad with the intention of revisiting. The next week, they compare options in their Facebook or Instagram Feed. On Black Friday, they’re checking Messenger when a friend shares a deal. Finally, they convert on a retargeting ad in Meta Audience Network while reading a recipe.
This is the new holiday journey. 95% of global holiday shoppers participate in promotional sales events like Black Friday and Cyber Monday.*
Don’t leave revenue on the table: skip the single-surface holiday strategy
When your holiday ads only show up in Feed, you're visible in one moment.
With 49% of shoppers planning to spend more this holiday*, advertisers must be present across the full shopping journey, not just one chapter of it.
Meta Advantage+ is built for the multi-surface holiday challenge
Advantage+ placements can fundamentally change your holiday strategy. Instead of guessing which surfaces matter most, Advantage+ placements make that decision individually, for every single person.
How this works during the holiday:
- Early October browser: the system delivers a Reels ad where consumers discover gift ideas.
- November deal researcher: the same system shifts budget to Feed where consumers actively compare products.
- Black Friday impulse buyer: budget flows to Facebook and Instagram Stories where consumers respond to countdown urgency.
- December last-minute gifter: Audience Network catches consumers while reading “best gifts” articles.
The system reads intent signals in real time and places your ad on the surface most likely to drive the next action for that specific person at that specific moment.
The holiday efficiency multiplier
Advertisers are all bidding on the same surfaces with manual selection, which drives up CPMs in Q4. Advantage+ placements can access the full inventory, including high-performing placements where competition and cost are lower.
The result: your holiday budget stretches further because the system is finding efficient paths to conversion that manual selection cannot identify.
Get started before peak season
With Advantage+ placements turned on now, October and early November become a learning period — so by Black Friday, your delivery is already running at peak efficiency. By the time Black Friday arrives, your delivery is already running at peak efficiency.
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