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US Retail Industry Ad Spending 2024

Advertising’s Heavyweight Takes an Uncharacteristic Step Back

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About This Report
Retail has come off its lengthy run of outperforming overall US ad spending growth. While growth will dip below the average for all industries in 2024, the pace is set to pick up again in 2025 and 2026.
Table of Contents

Retail has come off its lengthy run of outperforming overall US ad spend growth. While 2024 will go down as a year of moderate retrenchment—with growth dipping below the average for all US industries—the pace is set to pick up again in 2025 and 2026.

Key Question: What is the outlook for US retail industry ad spending through 2026?

Key Stat: Retail digital ad spending will increase 10.6% YoY in 2024, the first time since 2018 that the top-spending industry will fall below the US average growth rate.

Here’s what’s in the full report

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12charts

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Table of Contents

  1. Executive Summary
  2. The retail industry will briefly slow ad spending in 2024
  3. Retailers will continue to lag slightly on mobile advertising
  1. Retailers will hold steady in their reliance on search ads
  2. Retailers channel a greater share of display ad dollars to social networks than any other industry
  3. Retailers will boost their spending on video advertising
  1. Categories in focus
  2. Sources
  3. Media Gallery

authors

Sky Canaves

Contributors

Ross Benes
Senior Analyst
Suzy Davidkhanian
VP, Content
Zach Goldner
Forecasting Analyst
Vladimir de Leon
Chart Editor
Oscar Orozco
Director, Forecasting
Heather Sprung
Senior Editor
Sakina Thanawala
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Julia Woolever
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