Meta Releases Holiday 2026 Playbook and Consumer Insights for Small Businesses
With just over 120 days until December, Meta has launched a new Holiday Insights Center and published a survey of nearly 15,000 shoppers across 18 countries to help small businesses prepare for the 2026 holiday season. Key findings include expected retail spend exceeding $1.4 trillion, online shopping growing 2.5x faster than in-store, and 49% of Meta app users planning to spend more than last year. The company also released a Holiday Marketing Playbook for SMBs with seasonal pointers, ad checklists, and AI tool highlights.
With just over 120 days remaining until December, marketers are being urged to finalize their holiday sales strategies to capitalize on the upcoming shopping season. Meta has stepped in to assist by launching a new Holiday Insights Center, which offers a range of usage statistics and advertising tips to help marketers craft their holiday marketing plans. Additionally, the company published findings from a recent survey of nearly 15,000 holiday shoppers across 18 countries, providing further guidance on how consumers intend to spend their money this year.
According to the data, the potential for spending is substantial. Meta stated that the 2026 holidays are expected to generate more than $1.4 trillion in retail spend, while online shopping is currently growing at a rate 2.5 times faster than in-store sales.
Key Insights from Meta's Survey
Meta's new survey reveals several notable consumer behaviors:
- Eighty-five percent of shoppers using Meta technologies have made an in-store purchase after seeing the item on social media.
- Fifty-nine percent of shoppers using Meta technologies messaged a business directly during the holiday season.
- Last year, nearly 1 in 4 global shoppers used AI for holiday shopping, and that figure is expected to rise even higher this shopping season.
- Ninety-four percent of shoppers using Meta technologies look to creators for holiday shopping guidance.
Meta also reported that 49% of holiday shoppers who use its apps are planning to spend more this year than they did in 2025, which could present valuable opportunities for marketers.
Holiday Marketing Playbook for SMBs
In addition to these insights, Meta has published a new Holiday Marketing Playbook for SMBs, which includes a variety of data-backed tips and insights. The playbook also contains user engagement notes and statistics, offering guidance on potential opportunities for small businesses.
Meta has also included seasonal pointers to assist with 2026 promotional planning. “Black Friday is November 27, 2026 — only 28 days until Christmas, about a week less than most years,” Meta said. “Start ads by mid-October to let Meta learn before the peak. More demand will compress into the Black Friday-Cyber Monday window — plan so budgets lean in, not pull back.”
The company also provided checklists and tips for Meta ads to ensure that SMBs maximize their opportunities.
This guide also highlights key artificial intelligence tools that can assist with campaign set-up and audience reach.
The consumer insights and pointers could provide valuable guidance for campaign planning and mapping out the most effective approach to seasonal promotions.