OOH Ads Influence Purchase Decisions Among Early Holiday Shoppers

As retailers prepare for the holiday season, the consumer landscape shows that shoppers are starting earlier, researching more, and adopting more online and mobile channels to make their purchases, all while still seeking the energy, tradition, and excitement of in-person holiday moments. Holiday spending is expected to rise again with the National Retail Federation (NRF) forecasting a 4% increase, reaching roughly $1 trillion. Meanwhile, retailers plan to hire 265,000 to 365,000 seasonal employees to meet the demand of an estimated 187 million shoppers just over Black Friday weekend alone. 

With holiday shopping beginning earlier each year, brands now have a longer window to influence consumer behavior. This makes OOH a powerful tool to stay visible, relevant, and drive action throughout the holiday season, from Black Friday and beyond.
 

Reaching early holiday shoppers with OOH

Holiday shopping now begins well before Thanksgiving weekend. Research from Northwestern University shows that 52% of consumers start in October or earlier, not just for Black Friday promotions, but for general gifting, self-gifting, and securing key items on their list. 

Morning Consult reports that OOH influences purchasing decisions for 42% of consumers, rising to 45% among Gen Z and Millennials who make up the two groups most likely to shop ahead of the peak season. By staying visible during these early search and consideration moments, OOH helps shape which brands make it onto holiday shopping lists long before the rush begins.
 

OOH drives online and mobile search activity

The holiday shopping season is a major digital event as 90% of gift buyers shop online, according to Grand View Research. This makes the link between real-world visibility and digital action more important than ever, and research supports OOH’s ability to drive this critical ad viewer activity.  

People who see an OOH campaign are 17% more likely to engage with the brand on their mobile device, according to Outsmart. Morning Consult further reports that 76% of US adults took action on their mobile device after seeing an OOH ad, including looking up an advertiser (51%), making an online purchase (43%), or visiting a brand’s website (33%).
 

Outdoor ads prime and influence in-store shoppers 

Even with the rise of e-commerce, physical stores remain essential throughout Black Friday and the broader holiday season. Categories like fashion, jewelry, beauty, and home goods benefit from tactile shopping, last-minute gifting, and the emotional appeal of in-person browsing. With shoppers already in a celebratory mindset, OOH helps position brands directly within the path of purchase. 

OOH placements in dense retail districts, near flagship stores, and high-traffic corridors influence shoppers at the exact moments when they’re deciding where to go next. OOH gives brands real-world visibility at the height of in-store decision making, which is when consumers are most likely to step inside and buy.
 

Top brands join the hype during in-person holiday traditions

The holiday season is shaped by real-world experiences, and OOH can be found directly within them. From tree lighting ceremonies to festive performances, winter markets, and other seasonal attractions, OOH is uniquely positioned to align brand messaging with the cultural rituals that define this time of year. This strategic presence allows Black Friday and holiday campaigns to naturally integrate into the environments where people gather, celebrate, and shop.

OOH is the most positively viewed advertising format by 73% of consumers, as reported by The Harris Poll. As we move into Black Friday and the peak of the season, OOH doesn’t just advertise. Instead, it taps into emotion, tradition, and collective moments, helping brands inspire shoppers, drive omnichannel behavior, and remains part of the seasonal experiences people value most.