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Shoppers are adding to cart for the holidays
Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.
Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.
Winter Holiday Excuses
How to combat client objections around the holidays
Every December, reps hear the same script from prospects on loop: “Let’s revisit after the holidays… We’re slowing down until January… Our team is out until next year…”
And every December, average reps nod, smile, and accept it.
Elite reps? They know the truth: holiday objections aren’t real objections. They’re reflexes.
Most buyers aren’t saying no. They’re saying, “I don’t want to think right now—make this easier for me.”
And that’s your opening.
The holiday season is actually one of the highest-leverage windows of the year. Budgets need spending. Teams finally have time to think. Decision-makers slow down enough to take meetings. And your competitors? They’re asleep, wearing ugly sweaters and calling it “Q4 culture.”
This is where top reps separate from the pack not with aggression, but with clarity, simplicity, and frictionless next steps.
The real skill isn’t bulldozing past the objection.
It’s reframing the moment so the buyer sees end-of-year action as the smart, strategic move not a burden.
You’re not pushing.
You’re helping them avoid starting next year behind.
CALL TO ACTION: Turn Holiday Objections Into Momentum
Reframe, don’t resist.
“Totally get it. That’s exactly why now is the easiest time to set up January for success.”Offer micro-commitments.
A 10-minute alignment call. A pre-January kickoff date. One document reviewed before break.Sell speed, not pressure.
Highlight what they gain by moving now: backlog avoidance, budget allocation, priority positioning.Anchor January pain.
Remind them that waiting means competing for time, attention, and resources in their busiest month.Eliminate every ounce of friction.
Draft the email for them, prep the paperwork, schedule the meeting make action the easy path.
Holiday objections don’t slow elite reps down.
They open the door to everyone else’s blind spot.
