“The differentiator for brands during the 2026 holidays will be from understanding how consumers make decisions. Research from Basis confirms that influence is built over a long, distributed season, and not at a single peak moment,” said Maggie Nemoy, VP of research and insights, Basis. “People begin the discovery journey digitally — through search, social, and now AI — before they ever interact directly with a brand. Winning the season requires being present early, capturing emotion and showing up consistently across channels, which can be aided by synchronizing media strategy and activation.”
“The differentiator for brands during the 2026 holidays will be from understanding how consumers make decisions. Research from Basis confirms that influence is built over a long, distributed season, and not at a single peak moment,” said Maggie Nemoy, VP of research and insights, Basis. “People begin the discovery journey digitally — through search, social, and now AI — before they ever interact directly with a brand. Winning the season requires being present early, capturing emotion and showing up consistently across channels, which can be aided by synchronizing media strategy and activation.”