As the media landscape evolves, so does consumer behavior—especially during the holidays. Historically, advertisers often reduced or “flighted” their campaigns during this time, operating under the assumption that people were “away from their computers” while celebrating. But in today’s always-connected world, that strategy is outdated. Mobile devices mean there’s no such thing as fully disconnecting, and in fact, internet usage tends to increase during the holiday season.
Between more free time, heightened e-commerce activity (Black Friday, Cyber Monday, Christmas, and other gift-giving events), and a cultural shift toward constant connectivity, the holidays present a prime opportunity for brands to capture audience attention. More time online means more impressions, more available inventory, and more opportunities to drive results.
For higher education marketers in particular, stepping back during the holiday season can be a costly mistake.
The Higher-Ed Opportunity
Holidays are far from quiet in the higher-ed marketing space. Prospective students are at home, reflecting on their futures, and often making big decisions about their education. According to LinkedIn, schools that maintained advertising over the holidays saw:
- 25% increase in lead-to-enrollment rates
- Spikes in enrollment in January
In contrast, schools that went dark experienced a 52% increase in cost-per-lead the following year. The message is clear: consistent visibility during the holidays helps capture motivated, decision-ready audiences and sets the stage for strong enrollment seasons ahead.
Social Media
The holidays and social media go hand-in-hand. According to Convince & Convert, social media traffic increases 73% during the holidays, largely driven by online shopping. Platforms like Instagram, Facebook, and TikTok play a massive role in holiday gift discovery and purchasing.
Gen Z, a critical audience for higher education, leads the way in this shift:
- 42% of Gen Zers buy holiday gifts directly through social media (compared to 20% of the general population).
- Gen Z (ages 13–28) is not only the peak higher-ed demographic but also the most digitally engaged generation in history.
For schools and brands alike, this is a golden opportunity to connect through engaging campaigns, influencer partnerships, and social-first creative.
TV & CTV
While online activity surges, offline media also sees unique spikes during the holiday season. A 2022 Effectv study found that 92% of households tune into holiday programming, averaging 20 hours of viewing across the season.
From Thanksgiving to Christmas, streaming viewership on top networks surged 46%, with 79% of impressions on big screens (Comcast). Disney+ and Netflix in particular see massive increases thanks to holiday-themed content.
This makes holiday programming—across both traditional cable and CTV—an ideal channel for awareness campaigns. A blended TV/CTV strategy allows advertisers to capitalize on the dual pull of nostalgia and seasonal entertainment.
Streaming Audio
Streaming audio also shines during the holiday season. At Media Placement Services, we’ve consistently observed holiday spikes in impressions, driven by three factors:
- Holiday Playlists – From party soundtracks to family gatherings, people are listening more.
- Seasonal Music – Holiday songs dominate playlists starting in November.
- Increased Travel – Around 130 million Americans travel during the holiday season, and 87% of them tune into streaming audio or podcasts en route.
Spotify and Pandora both report significant listenership increases from October through December. According to Play Audio Agency, 78% of digital audio users consume holiday-themed content.
Even how people listen changes: Spotify notes a shift away from phones and computers toward TVs and smart speakers. For advertisers, this means combining audio + video can significantly boost familiarity and purchase intent.
Creative ways to stand out in streaming audio during the holidays include:
- Launching a themed branded playlist
- Sponsoring a holiday-themed podcast episode (cooking, end-of-year reflections, and family traditions perform especially well)
- Partnering with influencers who curate seasonal content
Far from being a time to go dark, the holiday season is a media consumption peak across nearly every channel. A lack of daily structure, increased e-commerce activity, and the cultural draw of holiday-specific content all converge to create unique opportunities for advertisers.
For higher education in particular, Q4 is a critical time. Holiday breaks give prospective students the space to reflect, explore options, and make decisions. Staying consistent during this period ensures your message is present when it matters most—and helps set up a strong start to the following year.
Looking to explore advertising in Q4? Media Placement Services can help you build a strategy to best reach and engage your audience.
