If you feel like every brand around you is increasing its holiday marketing budget, you are not imagining it.
Holiday spending has climbed year after year, and it is not slowing anytime soon. From Black Friday to 12.12, from Christmas right into the early months of 2026, shoppers buy more, scroll more, and react to influencer-led content faster than most brands can refresh a brief.
In our previous articles, we talked about avoiding holiday season pitfalls and how to maximise ROI during this hectic period.
Now, it is time to zoom out. Why are brands pouring more into influencer marketing, and why does Southeast Asia, in particular, feel like the epicenter of this shift?
The short answer: buyers have changed, timing has changed, and the role of influencers has grown more powerful than ever.
Buyer Intent Peaks Across Q4 and Early Q1
Southeast Asia treats the holiday season as a marathon, not a moment. October blends into November and December, and once the Christmas decorations come down, Chinese New Year and Valentine’s Day step in without missing a beat.
This is when shoppers arrive ready to buy. A report by MiLi found that Black Friday interest across Singapore and the region has grown steadily, with 8 in 10 Southeast Asians planning to wait patiently for Black Friday to fulfil their wish lists for the year, as shoppers use festive sales to compare prices and discover new brands or products.
Influencers play a bigger role here than ever before, because holiday-season buyers want recommendations they can trust. A study from Stack Influence found that 58% of holiday shoppers planned to buy products suggested by influencers during Black Friday and Cyber Monday.
This is not a browsing season. It is a “buying season”.
Influencer Marketing Now Drives Direct Sales
The biggest shift is not the rise of festive events. It is how consumers shop during these events.
Livestreaming and short-form videos have turned influencer marketing into a direct sales channel. According to Rakuten Insight, 84% of Asian consumers have bought something through influencer-led livestreams. That is an extraordinary shift in behaviour.
Shoppers no longer wait to see ads. They wait to see influencers show them what to buy.
Shopify’s Future of Commerce report supports the trend. It found that 61% of shoppers in Asia made purchases directly through influencer livestreams in the past year.
This is why brands are willing to spend more. Influencer content drives measurable sales, not just engagement.
Mid-tier Influencers Continue to Deliver Strong ROI
Not all influencers are equal, and brands are getting smarter about who they hire.
Launchmetrics reported that 70% of brands plan to work with mid-tier influencers for holiday campaigns because they combine authenticity with scale.
These influencers are relatable and trusted, yet experienced enough to deliver consistent results. They are often the sweet spot for festive campaigns that require both credibility and reach.
This is why holiday budgets lean toward influencers who know how to sell, teach, and engage. It is not about size. It is about consistency.
Brands Cannot Afford Unreliable Partners
Here is where everything gets real. A late post in March might pass unnoticed. A late post on 12.12 can sink an entire campaign.
Reliability becomes non-negotiable during high-stakes periods. This ties back to last week’s article, where we discussed how influencer dependability affects ROI and overall campaign success.
Brands spend more during the holidays because they are willing to invest in influencers who deliver content that is on brief, on brand, and on time.
AI Gives Brands More Confidence to Invest
Influencer spending is not rising because brands suddenly became generous. It is rising because brands finally have tools that remove guesswork.
AI helps brands understand which influencers perform well, who posts consistently, and who drives real engagement. Our platform gives brands clarity on pricing, reliability, and expected outcomes.
When you can see which influencers deliver, spending becomes a strategy, not a gamble.
What This Means for You as a Brand
The rise in holiday spending is not random. It follows buyer intent, platform behaviour, and the increasing influence influencers have on real purchase decisions.
You do not need the biggest budget to win this season. You need the smartest one.
The insights from our earlier articles come together here:
- Avoid costly holiday mistakes
- Maximise ROI with the right planning
- Use influencers who are reliable and data-proven
Your spend should match your strategy. When you invest intentionally, the results justify the cost.
How AtisfyReach Helps You Spend Smarter, Not Just More
We give brands everything they need to navigate the holiday season with confidence.
- AI-powered influencer matching
- Updated, data-driven pricing ranges
- Reliability indicators based on past performance
- Updated campaign insights
- Consistent delivery across platforms and markets
You do not need to outspend your competitors. You need to outsmart them.
The takeaway
Brands are spending more this holiday season because audiences buy more, attention becomes more expensive, and influencers influence decisions in ways traditional ads cannot.
But the brands that win are not the ones with the biggest budgets. They are the ones who understand when to spend, where to spend, and who to spend on.
Invest in influencers who know how to convert attention into action. Back your decisions with data. Plan early. Move with purpose.
Book a demo with AtisfyReach and see how data-backed influencer marketing delivers real results.
