US Retail Industry Ad Spending 2024

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.

Topics

Total Media Ad Spending

Table of Contents

Executive Summary

The retail industry will briefly slow ad spending in 2024

Retailers will continue to lag slightly on mobile advertising

Retailers will hold steady in their reliance on search ads

Retailers channel a greater share of display ad dollars to social networks than any other industry

Retailers will boost their spending on video advertising

Categories in focus

Sources

Media Gallery

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?

Retail's 5-Year Run of Above-Average Digital Ad Spend Growth Will Hit the Brakes in 2024

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.

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Executive Summary
The retail industry will briefly slow ad spending in 2024
Retailers will continue to lag slightly on mobile advertising

Retailers will hold steady in their reliance on search ads
Retailers channel a greater share of display ad dollars to social networks than any other industry
Retailers will boost their spending on video advertising

Categories in focus
Sources
Media Gallery

Charts in This Report

Retail's 5-Year Run of Above-Average Digital Ad Spend Growth Will Hit the Brakes in 2024 US Digital Ad Spending Growth, by Industry, 2024-2026 (% change)

US Traditional Media Ad Spending, by Industry, 2024 (billions and % change)Retail Commands by Far the Largest Share of US Digital Ad Spending

Retail OverIndexes on Digital Ad Spending vs. Traditional Media US Retail Digital Ad Spending, 2020-2026 (billions, % change, and % of total digital ad spending)

Retailers Will Add Nearly $25 Billion in New Digital Ad Spending in 2025 and 2026 US Retail Mobile Ad Spending, 2020-2026 (billions, % change, and % of retail industry digital ad spending)

The Share of Retail Spending on Display and Search Ads Has Stabilized US Retail Social Network Ad Spending, 2020-2026 (billions, % change, and % of retail industry display ad spending)

US Retail Video Ad Spending, 2020-2026 (billions, % change, and % of retail industry display ad spending)US Retail Digital Ad Spending, by Subcategory, 2024 (billions, % change, and % of total retail digital ad spending)

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Retail's 5-Year Run of Above-Average Digital Ad Spend Growth Will Hit the Brakes in 2024

US Retail Industry Ad Spending 2024

Advertising’s Heavyweight Takes an Uncharacteristic Step Back