~4 mins
Winning the 2025 Holiday Season
Advanced Advertising, Audio, Digital, Out-of-Home, Video, Brand Partnerships
September 12, 2025
The holiday season is the most critical and competitive time of year for brands. From retail and CPG to finance and travel, Canadians are shopping earlier, blending online and in-store journeys, demanding personalization, and expecting seamless ways to shop.
For advertisers, standing out requires reach, precision, flexibility, and creative storytelling. At Bell Media, we bring together the scale of multiplatform reach, the power of Bell First Party Data, and the flexibility of our buying tools to help brands break through.
Here’s a look at the trends shaping 2025, and how Bell Media can help you turn them into results.
1. The Holiday Season is longer and more local
Holiday shopping is no longer confined to a few peak days. Canadians are stretching their spend: 44% plan to distribute purchases over several months, while 40% shop early to avoid price hikes. At the same time, nearly half still wait for key retail moments like Black Friday or Cyber Monday¹.
It’s not only about when Canadians buy, but also where. In 2025, 83% of Canadians say buying local evokes national pride, and 71% report stronger loyalty to Canadian brands year-over-year2. Nearly all (98%) say they check for “Made in Canada” labels3. As shoppers spread their purchases, they’re also making intentional choices to support local businesses and homegrown brands.
- Kick off early in Bell Media’s premium Canadian environments, trusted brand-safe spaces that reach audiences at scale across TV, audio, OOH, and digital.
- Use flexible, phased buys to stay top-of-mind throughout the full season.
- Harness Bell First Party Data to reach Canadian-proud, budget-conscious or custom audiences, amplifying “Made in Canada” messaging across trusted platforms.
2. Inspiration drives purchases
Holiday shopping is emotional. Nearly 3 in 4 consumers say they’d welcome inspiration from retailers when planning to make purchases during the holiday season4. And with media consumption at its peak during the season, they’re turning to trusted platforms –from entertainment to news, to live sports – to discover new products and experiences.
- Tap into shoppable TV on CTV, Noovo, TSN, and RDS; curated playlists on iHeartRadio; sponsored collections on Crave; and branded content that turns attention into action.
- From broadcast icons to trusted radio voices, partner on custom content, contesting and exclusive segments that put your brand at the heart of Canadian conversations.
3. Every channel counts
Shoppers aren’t choosing between physical and digital; they’re doing both. Compared to the global average of 80%, an impressive 88% of Canadians want a mix of in-store and online shopping experiences,5and more than half of Canadian holiday shoppers (54%) search online before heading in-store.1 Smartphones, smart speakers, streaming platforms, OOH boards and in-store touchpoints all play a role in the path to purchase. Winning requires being everywhere your customers are — with a message tailored to each touchpoint.
- Activate campaigns across Total Video (CTV, Linear, OLV, FAST and YouTube) and Total Audio (radio, streaming, podcasts) and extend campaigns across OOH to capture audiences on the go, from airports to retail hubs.
- Use Bell First Party Data to reach consumers by behaviour, interest, and location across our ecosystem; ensuring your spend drives real outcomes.
4. Deals and convenience win the cart
Even with festive optimism, Canadians remain value-driven. Prices (75%) are the top decision driver, followed closely by free shipping (69%), product quality (62%), and promotions and discounts (61%). Shoppers are watching their wallets closely, but they also expect brands to make the process easy and stress-free — from fast delivery to hassle-free returns6. The brands that win will be those that combine sharp value with a seamless shopping experience.
- Run tactical bursts around Black Friday, Boxing Day, and key retail windows across all our platforms highlighting promo campaigns, contesting, deal-driven targeting with Bell First Party Data
- Leverage the Bell Marketing Platform to plan, activate, and measure across linear and digital, with real-time optimization and attribution.
- Use Bell Ads for Business, our self-serve platform for small and medium businesses, to launch affordable online video, display, and Connected TV campaigns quickly and easily.
- Benefit from flexible cancellation terms to adjust spend with confidence.
Proof in Action
The takeaway
The 2025 Holiday Season will be defined by choice, convenience, and connection. Consumers are shopping earlier, blending channels, and leaning into brands that feel local, trusted, and inspiring.
For advertisers, that means agility, accountability, and impact matter more than ever. With Bell Media, you get:
- Trusted Canadian partner: The most recognized brands and multiplatform reach across TV, audio, OOH, and digital.
- Ease of execution: From the Bell Marketing Platform to flexible rates and cancellation terms that let you pivot as conditions evolve.
- Smart data & targeting: Build precise audiences with BAM, activate with SAM or The Trade Desk, and close the loop with attribution through BAI.
- Proof of performance: Move beyond impressions with Bell Attribution Insights, measuring incremental lift and real sales outcomes through Big Screen Attribution and Purchase Attribution.
With Bell Media, you have the reach, precision, and proof to make 2025 your brand’s most successful holiday yet.
Sources
1. Bazaarvoice, Holiday Shopping in Canada 2025 (https://www.bazaarvoice.com/blog/what-brands-should-know-about-holiday-shopping-in-canada-2025/)
2. Horizon Media Canada, “Finger on the Pulse” survey (April 2025) (https://www.globenewswire.com/news-release/2025/06/26/3105656/0/en/Homegrown-Loyalty-Surges-Ahead-of-Canada-Day.html)
3. Angus Reid Institute poll, via 2025 Canadian boycott documentation (https://angusreid.org/wp-content/uploads/2025/02/2025.02.19_tariff-response.pdf)
4. Accenture Holiday Shopping Research, 2024 (https://www.accenture.com/us-en/insights/consulting/consumer-holiday-research)
5. The Bazaar Voice (https://www.bazaarvoice.com/blog/88-of-canadian-shoppers-show-buyer-behavior-favoring-online-in-store-mix/)
6. PwC Holiday Outlook Canada, 2024 (https://www.pwc.com/ca/en/industries/consumer-markets/holiday-outlook-canadian-insights.html)
