With holiday shopping in full swing, getting your Q4 strategy right isn't optional — it's essential. But this year, the fundamentals have shifted. Economic pressure, evolving consumer expectations and the rise of interactive ad formats are changing what it takes to win.

Samsung Ads surveyed U.S. consumers to understand what's driving holiday purchase decisions. The insights reveal what's working right now to drive conversion, and what it means for your media strategy.
 

The value equation has changed

Economic uncertainty is reshaping consumer behavior in ways that demand a strategic response. Our survey shows that 62% of consumers plan to spend less this holiday season. Yet they remain open to conversion when brands reframe value, as 74% of consumers say discounts and special pricing are the most important part of a holiday ad.
 

Price-conscious doesn't mean price-only. The advertisers winning this season aren't just slashing margins. They're highlighting practical value, flexible payment solutions and tangible benefits that shift buyers from caution to conversion.
 

Interactivity isn't emerging — it's here

The attention economy has a new currency: action. Today's most effective ads don't just inform — they enable immediate engagement and purchasing. The gap between seeing an ad and taking action has collapsed, and the performance implications are significant.

Consumer expectations have evolved rapidly:
 

• Nearly one-third (29%) say interactive ads with QR codes or clickable links that enable product exploration or direct buying influence their gifting decisions

But here's what separates insight from revenue: actual behavior. In just the past six months:
 

• 38% of consumers responded to a survey from a TV ad
• 32% scanned a QR code to learn more
• 26% played a branded game or quiz

These behaviors highlight how consumers are now engaged participants. For advertisers, that means every impression has the potential to drive measurable engagement and conversion. CTV creates a high-impact environment where attention is already captured, and when working with a partner like Samsung Ads, it becomes the bridge between discovery and purchase.

The mobile user behavior data tells an even more compelling story: 51% have purchased a product on their phone after seeing a TV ad with nearly 3 of 4 consumers doing so often.
 

Interactivity is no longer experimental; it's a measurable performance lever across the entire funnel. The most sophisticated advertisers are using CTV to inspire, mobile to convert and interactive formats to close the loop.

Strategic implications for Q4

This holiday season rewards advertisers who meet consumers where they are: price-conscious but ready to spend, distracted but willing to engage, and increasingly comfortable converting directly from ads. For advertisers ready to act, the path forward is clear: lead with value-driven messaging, deploy interactive formats strategically and ensure seamless cross-screen experiences from CTV to mobile conversion.
 

See these strategies in action or reach out to our team today to launch or optimize your Q5 efforts.