Black Friday and Cyber Monday no longer just belong to big-box retailers – they mark the official kickoff of the holiday spending surge, especially for retailers, grocers, and restaurants. Whether it’s a customer buying gifts, planning a festive meal, or booking a holiday dinner out, these decisions begin weeks or months in advance.

To capitalize on this momentum, brands must invest in pre-holiday advertising that builds awareness, drives intent, and keeps their brand top-of-mind before the shopping rush peaks. The brands that plan ahead win, while those that wait lose valuable visibility and market share.

Why Pre-Holiday Advertising Drives Seasonal Success

1. Consumers Start Shopping Earlier Than Ever

Holiday shopping has shifted earlier, and it’s not slowing down.

Nearly 60% of consumers begin holiday shopping before November, according to the National Retail Federation.

For grocers and restaurants, this same early mindset extends to meal planning, catering, and reservations. Early advertising ensures your brand is in the conversation before competitors even launch their campaigns.

2. Competition and Costs Spike Near Black Friday

Digital ad inventories tighten and costs climb as the holiday approaches.

Meta reports that ad costs rise up to 30% in mid-November due to heightened demand.

Launching early lets you secure better ad placement, test creative, and refine your targeting strategy before peak pricing hits—stretching your holiday marketing dollars further.

3. Familiar Brands Win at Checkout

When faced with endless options, shoppers lean toward the brands they recognize.

Brand familiarity boosts purchase intent by 80% (Nielsen).

By maintaining consistent visibility across digital, physical, and streaming channels, you build mental availability that pays off when consumers are ready to spend.

Channel-by-Channel: Building an Omnichannel Holiday Strategy

The holiday season rewards brands that meet consumers where they are—online, in-store, and on the go. A strong media mix across paid social, display, SEM, mobile, mailbox, CTV/streaming, and digital out-of-home creates the repetition and reinforcement needed to convert interest into action.

Paid Social: Inspire and Engage Early

Social media is where holiday inspiration starts.

64% of holiday shoppers get gift ideas from social media (Meta).

• Retailers: Feature gift guides, bundle promotions, and limited-time deals.
• Grocers: Highlight seasonal recipes, loyalty discounts, or delivery options.
• Restaurants: Promote holiday catering, reservations, or e-gift cards.

With advanced targeting and engaging creative, paid social drives early discovery and mid-funnel engagement, setting the stage for conversions through other channels.

Display Advertising: Keep Your Brand Top-of-Mind

Display ads provide consistent brand visibility across the web.

Consumers exposed to display ads are 155% more likely to search for that brand later (Google).

• Retail: Showcase store events, doorbusters, or product teasers.
• Grocery: Deliver digital coupons and meal inspiration content.
• Restaurants: Remind users of special menus or catering packages after they visit your site.

Display keeps your message visible and memorable, especially when layered with social or SEM campaigns.

SEM (Search Engine Marketing): Capture High-Intent Moments

Search is the bridge between awareness and action, especially during the holidays.

82% of holiday shoppers use search to find local store info before visiting (Google).

• Retailers: Bid on high-intent phrases like “Black Friday [product] deals” or “gift ideas under $50.”
• Grocers: Use keywords such as “holiday dinner ingredients” or “Thanksgiving catering.”
• Restaurants: Target searches for “Christmas dinner reservations” or “holiday gift cards.”

SEM ensures your brand appears precisely when consumers are ready to purchase or visit in person.

Mobile Precise & Mobile Moments: Reach Consumers on the Go

With shoppers on the move, mobile marketing delivers contextual, location-based engagement.

Mobile drove 54.5% of all online holiday purchases in 2024 (Shopify).

• Retail: Trigger mobile offers when customers are near shopping centers.
• Grocery: Use location targeting to share recipes or coupons near your store.
• Restaurant: Promote specials or quick bites for hungry shoppers on the go.

By combining GPS targeting with behavioral insights, mobile campaigns reach people in key decision moments, boosting both online and in-store traffic.

Mailbox: Make a Tangible Impression

Physical mail stands out during a digital-heavy season and drives measurable results.

Mail has a 90% open rate versus 20–30% for email (USPS).

• Retail: Send printed gift guides, holiday postcards, or coupons for in-store visits.
• Grocery: Mail recipe cards, meal-prep tips, or loyalty rewards to local households.
• Restaurant: Share festive menu flyers, catering offers, or gift card promotions.

Mailbox campaigns build brand trust and reinforce awareness created online, delivering a tactile experience consumers remember.

CTV/Streaming: Build Emotional Connection Through Storytelling

Video streaming delivers immersive, emotional storytelling—ideal for capturing attention during the holidays.

91% of U.S. households are now reachable via streaming (eMarketer).

• Retailers: Feature top-selling products or heartfelt brand stories that drive affinity.
• Grocers: Show family moments around the table to highlight meal solutions.
• Restaurants: Use cinematic video to showcase ambiance, flavors, and dining experiences.

CTV combines the power of television storytelling with digital precision, creating brand lift and conversions across other channels.

Digital Out-of-Home (DOOH): Keep Your Brand Visible Everywhere

DOOH ensures your message reaches consumers as they shop, dine, and get entertained.

76% of consumers have taken action after seeing a DOOH ad (OAAA).

• Retail: Run countdown ads to sales on mall or billboard screens.
• Grocery: Feature weekly savings near store entrances or at busy gas stations.
• Restaurant: Use screens at gyms and shopping centers to promote quick meals or special offers nearby.

DOOH reinforces awareness built through digital, bridging the gap between online engagement and real-world impact.

Example: A Holiday Campaign in Motion

Imagine a regional grocery-restaurant hybrid—Harvest & Hearth—preparing for the holiday rush. Their goal: build early awareness, increase catering orders, and drive in-store traffic.

Here’s how they activate five channels in sync:

1. Paid Social launches in early November with ads showcasing meal kits and catering options.
2. Display Ads retarget web visitors with “Order your holiday dinner early” messaging.
3. SEM captures high-intent searches like “holiday meal delivery near me.”
4. CTV/Streaming tells a family-focused story about sharing holiday meals.
5. Mailbox delivers printed coupons and recipe cards to nearby households.

The result is consistent visibility and emotional connection—from discovery to decision—driving stronger performance across every touchpoint.

Implementation Tips for Retail, Grocery & Restaurant Brands

1. Start early: Launch awareness campaigns 4–6 weeks before Black Friday
2. Stay consistent: Reinforce logos, colors, and messages across every channel.
3. Leverage data: Use cross-channel insights to optimize spend and targeting.
4. Retarget smartly: Reconnect with audiences who’ve engaged but not yet purchased.
5. Keep momentum: Extend campaigns through New Year’s to capture last-minute shoppers and diners.

Bringing It All Together

For retailers, grocers, and restaurants, Black Friday and Cyber Monday aren’t just sales events—they’re the launchpad for the entire holiday season.

By advertising early and leveraging a balanced mix of paid social, display, SEM, mobile, mailbox, CTV, and DOOH, brands can build awareness, drive consideration, and convert demand long after Cyber Monday ends.

Because in the busiest shopping season of the year, effectiveness isn’t about shouting the loudest—it’s about being the brand consumers see, trust, and choose again and again.

Want to learn how Mspark can help your business reach consumers before (and during) the holiday rush? Check out this One-Sheet about our approach and activation opportunities. Or Request to be Contacted today.