What's Happening?
Marketers are optimistic about business conditions in 2026, with 59% expecting improvements over 2025. However, only 19% anticipate higher marketing budgets. Warc's report indicates a shift towards performance
marketing due to budget constraints. Economic uncertainty, particularly in North America, remains a concern, affecting marketing strategies. Black Friday sales began earlier in 2025, with higher average discounts, reflecting retailers' efforts to sustain momentum. Despite challenges, brands successfully engaged consumers with targeted promotions and storytelling.
Why It's Important?
The disconnect between business optimism and marketing budget expectations highlights the challenges marketers face in navigating economic uncertainty. As companies prioritize performance marketing, the focus shifts towards measurable outcomes and efficiency. The early start to Black Friday sales and increased discounts indicate retailers' strategies to boost consumer spending amid financial pressures. Marketers must adapt to changing consumer behaviors and economic conditions, balancing short-term tactics with long-term brand building to drive growth and resilience.
