TLDR Tech / Marketing
The path to purchase just got dramatically shorter
Holiday data shows the funnel compressing as more purchases occur at or near first exposure. Retail sales rose 4.1% year over year from Thanksgiving through Cyber Monday, with ecommerce up 10.4%, despite economic pressure. Platforms like Facebook and Instagram are capturing more budget because discovery and checkout happen in one environment, enabling immediate conversion. Brands are seeing stronger performance from upper funnel media as targeting improves and standardized checkout reduces friction.
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