But here’s the reality: this perceived lull actually creates a large chunk of white space. The result? Late December and January have some of the lowest CPMs of the year. Brands that strategically backload their ad spend in December can take advantage of the lower competition and reach an audience that still has spending power. Whether your goal is building brand awareness or driving conversions, investing during this overlooked period can yield better visibility and impressive ROI.
Why TV Advertising Dominates Late December
One of the most effective ways to capture attention during the late December period is through TV advertising. As the year winds down, audiences naturally gravitate toward TV content — seeking comfort, relaxation, and entertainment after the hustle of holiday events. This increase in viewership means that the last two weeks of the year are ripe for impactful ad placements.
Platforms like Fire TV and Prime Video offer unique opportunities through interactive formats, such as expandable images that play video content. These engaging ad experiences align perfectly with a period when people are more likely to spend time in front of their screens. With the right approach, your brand can make a lasting impression when audiences are most receptive - and have holiday money or gift cards to spend!
Best Categories for Late December Campaigns
Not every product category performs equally in late December. Some categories align more naturally with this period due to consumer behavior patterns and the upcoming New Year. Here are a few standout ad campaign categories to consider:
- Health and Wellness: Brands selling supplements or wellness products see an uptick as people prepare for their New Year’s resolutions.
- Specialty Foods and Treats: High-quality, indulgent foods can capture the attention of holiday shoppers looking to treat themselves.
- High-Value Items: Consumers are more inclined to spend on higher-ticket items they may not usually purchase for themselves. This is a prime time for brands offering luxury goods or unique products to step up their advertising.
Leveraging Consumer Behavior Trends
Understanding consumer behavior is crucial for capitalizing on late December ad campaigns. Post-holiday, many shoppers find themselves with gift cards or cash from friends and family. This makes them more likely to engage in spontaneous or high-ticket purchases, often focusing on items they’ve been eyeing but hesitated to buy earlier.
Another behavior trend is the “splurge” effect — consumers using “free money” from gift cards to justify their higher-ticket purchases. Brands can align their messaging to tap into this mindset, presenting their products as perfect treats or valuable investments to kick off the new year.
Pro Tips for Effective December Campaigns
Launching a successful late December campaign requires strategic planning. Here are some ad campaign tips to ensure your brand stands out:
- Start Early: Initiate your campaigns well before mid-December to build momentum and prime your audience. By leveraging AMC, brands can make audiences of shoppers who have bought, viewed or added to their cart during a specific time frame. Later in December, brands can retarget that same audience with messaging around late gifting or shopping for themselves.
- Align with Year-End Mindsets: Create content that resonates with how people feel at the end of the year — highlight themes of relaxation, indulgence, and the excitement of new beginnings.
- Incorporate Engaging Visuals: Eye-catching, visually appealing ads capture attention more effectively, particularly on TV and streaming platforms.
- A/B Test Your Messaging: This period is unique, and testing different content formats can help identify what works best - and can even help guide 2025 strategy moving forward.
Making the Most of Late December Ad Spend
Investing in late December advertising offers a unique chance to reach audiences when many competitors have stepped back. By understanding consumer behavior, choosing the right platforms, and preparing early, brands can maximize their impact and take advantage of lower competition. Remember to stay flexible and adapt based on campaign performance insights to make the most of your efforts. With these strategies, your brand can end the year on a high note and set the stage for a strong start to the new year.