Watch—Gen Z roundtable on holiday marketing

Black Friday is more than a week away, but we are already in the thick of the holiday shopping season. As gift buying creeps up earlier in the calendar, retailers have been adjusting their marketing and promotional strategies to meet consumer demand. This year, the National Retail Federation is forecasting an uptick of between 2.5% and 3.5% in spending during November and December compared with the same period in 2023. Already, customers have seen a mix of holiday ads that push humor, heartwarming storylines, and of course, deals. But not everything is resonating, as shoppers diversify their spending habits and prepare for an uncertain 2025. On Nov. 20, Ad Age hosted a roundtable with members of Gen Z to hear what brands are catching their eye, what campaigns are standing out and how they are spending their money this holiday season. Speakers included Alanis Castro-Pacheco, a member of Berns Communications Group’s The Z Suite; Erifili Gounari, founder and CEO of social media agency The Z Link; Alyssa Lyles, media relations manager at Shein; and Anneke Roy, associate community manager for Lulus. Follow the conversation on LinkedIn, Facebook and X. This virtual roundtable is part of Ad Age Gen Z Voices; subscribe to Ad Age to get the latest perspectives. NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today

Watch—Gen Z roundtable on holiday marketing

Featured Stories