During the holiday season advertising dollars dished out by retailers dropped 4% according to Standard Media Index. Online Retailers spent 21% more on advertising in October & November 2018 compared to what they spent in the prior year.
Here are some additional stats from SMI:
Department stores increased ad spend by 7%.
Specialty retailers decreased -10% and other stores are down -14%.
Online retailers increased spend by 68% (compared to 2017) during the week of Thanksgiving.
All retailers combined decreased spend during that week by -6% compared to 2017.