MESSAGE FROM THE CEO
Here we are again—already talking Holiday 2025. It seems to come faster every year…
Between AI finally hitting its stride (and actually delivering on those promises), the continued evolution of social commerce, and economic signals that seem to shift with the wind, this year has kept us all on our toes.
The digital landscape feels both more sophisticated and more unpredictable than ever. Attribution is a word on everyone’s lips, customers are savvier about where they spend their money, and the platforms keep rolling out features as fast as we can master them. As such, Q4 planning continues to requires more strategy than ever.
But here's what has us genuinely excited: the brands that have learned to dance with uncertainty are thriving. We're seeing incredible innovation from companies that have embraced first-party data, built authentic community connections, and created seamless experiences across every possible touchpoint. The scrappy, customer-obsessed brands are outperforming the big spenders, and that's a beautiful thing to watch.
So as we head into Q4, rather than fixating on everything that could go sideways (although we should definitely stay prepared), I'm focusing on what could go brilliantly. The brands that keep their customers at the center of every decision and aren't afraid to try new approaches—those are the ones that turn challenges into competitive advantages.
So let's lean into the beautiful chaos, trust our data, and remember that every optimization we make helps real people find exactly what they're looking for during the holidays.
Here's to making Q4 2025 one for the books.
KAYLA FAIRES, CEO
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