WHY 2026 HALLOWEEN CELEBRATIONS LOOK DIFFERENT THIS YEAR

6. 10. 2026 | 2 min read Traditions are evolving as more people than ever celebrate Halloween.

HOLIDAY SHOPPERS WANT MORE THAN A RECOMMENDATION. THEY WANT TO SEE THE ARGUMENT.

3. 10. 2026 | 4 min read A friend's word still carries the most weight with holiday shoppers. But a close second is something brands rarely offer on their own: an honest account of a product's flaws. Some 41.9% of consumers said a trusted friend's recommendation or family member's recommendation made them feel confident in their last holiday purchase, according to a new survey of 1,001 US adults by EMARKETER and Reddit.

STUDY: US ADVERTISERS STARTING HOLIDAY CAMPAIGNS EARLIER

30. 9. 2026 | 3 min read The holiday advertising season is already underway. Research from Yahoo DSP finds that US advertisers are moving their holiday campaigns earlier, increasing budgets and prioritising deals and value as they compete for consumer spending.

NRF HALLOWEEN SURVEY SHOWS CONSUMER SPENDING EXPECTED TO REACH $13.5 BILLION

23. 9. 2026 | 5 min read Consumer spending on Halloween is expected to reach $13.5 billion this year, according to the National Retail Federation’s annual consumer survey conducted by Prosper Insights & Analytics. The figure maintains the strong spending level of last year’s record $13.1 billion and reflects consumers’ continued enthusiasm for the holiday.

WHY HALLOWEEN SEEMS TO COME TO STORES EARLIER EVERY YEAR

1. 9. 2026 | 3 min read Consumers are shopping earlier, planning further ahead and turning Halloween into a full season.

WHY HALLOWEEN SEEMS TO COME TO STORES EARLIER EVERY YEAR

1. 9. 2026 | 3 min read Consumers are shopping earlier, planning further ahead and turning Halloween into a full season.

FAQ ON BACK-TO-SCHOOL MARKETING: SPENDING, TIMING, AND THE EARLIER-EVERY-YEAR SEASON

26. 6. 2026 | 4 min read The back-to-school season is gaining momentum for retailers in 2026. It’s worth $85.42 billion in US retail sales, according to EMARKETER. And the season keeps starting earlier as price-conscious families spread purchases out across the summer. This FAQ covers the season's timeframe, top categories, and channel preferences, and how marketers should position campaigns in 2026. How big is back-to-school spending? Expected to hit $85.42 billion in US retail sales this year, back-to-school is accelerating 3.3% year-over-year, up from 2.5% annual growth in 2025, per EMARKETER. A full $53.06 billion will come from physical retail sales. Another $32.36 billion is expected from back-to-school season retail ecommerce sales. A big driver behind the season is college-bound students, whose families will spend $36.16 billion, up 3.9% YoY. Families with students in grades K-12 will spend $49.26 billion this back-to-school season, up a more modest 2.8% from 2025. College-bound students represent a 42.3% share of back-to-school retail sales, up from 39.9% in 2022. The season has expanded from backpacks, school supplies, and new outfits to include big-ticket electronics, dorm furniture, and other accessories for college life. When does back-to-school shopping actually start? The season begins earlier than most marketing calendars assume. Two-thirds (67%) of back-to-school shoppers had already begun purchasing by early July, per the NRF. Price anxiety drives the early start: 51% of back-to-school families said they were shopping earlier due to concerns about tariff-related price increases, per the same survey. The season now effectively opens in June, overlapping with mid-summer deal events like Prime Day, and stretches through September as college move-in dates arrive. For marketers, a campaign that launches in August reaches a market where most of the spending decisions are already made.

SPRING HOLIDAYS IN CZECH ADVERTISEMENTS: TRADITIONS, BUNNIES AND CELEBRITIES

3. 4. 2026 | 4 min read Easter advertising in the Czech Republic relies primarily on humour, traditional symbols (bunnies, eggs) and specific promotional offers from retail chains. A recurring theme in Easter marketing in the Czech Republic is also “enjoying the holidays without stress”, with a nod to tradition. This is clearly evident, for example, in this year’s Košík campaign, which features Bivoj as a friendly caroler and combines Easter customs with the convenience of modern shopping; it also incorporates regional variations and local traditions.

CZECH EASTER TV LINE-UP: FAIRY TALES, CLASSICS FILMS AND NEW PROGRAMMES FOR THE WHOLE FAMILY

31. 3. 2026 | 5 min read Easter isn’t just a time for Easter whips, Easter cakes and the first real days of spring. It’s one of those moments when the family gathers at home, slows down and sits together in front of the TV.

HOW LUNAR NEW YEAR BECAME A MARKETING MOMENT

17. 2. 2026 | 5 min read The holiday can be a playground for cultural appreciation, but marketers should take care when showing up around significant moments, one exec told us.

CHRISTMAS SEASON: SHOPPING BEHAVIOUR IS INFLUENCED BY EMOTIONS, SAVINGS AND TIMING

27. 12. 2025 | 9 min read While the Christmas season has come to an end, let’s reflect on the key insights that may inspire marketers for next year’s holiday period. The Christmas season is no longer counted merely in weeks, but in long months. It begins quietly as early as October, gathers momentum with the first gift lists and peaks just before Christmas Eve, only to transform immediately afterwards into post-Christmas sales. Throughout this entire period, a story unfolds with joyful anticipation, efforts to save money and small impulses that ultimately determine what ends up in the shopping basket. Customers are not looking for the perfect gift, but for the feeling that they can manage the festive season in the best possible way. The Holiday Season 2025 report provides a detailed map of this season, from key moments and the categories that gain the upper hand during the period, to the media channels that determine a brand’s success.

THE HISTORY OF KOFOLA’S CHRISTMAS CAMPAIGNS: IT JUST WOULDN’T BE CHRISTMAS WITHOUT THOSE “BIG CURVED TEETH”

25. 12. 2025 | 10 min read “I don’t have to — I can already see it!” With that line comes the annual certainty that Christmas is just around the corner. Kofola’s Christmas campaigns work because of their remarkable consistency: since 2003, Czech television audiences have embraced the same simple story — one that never really changes, and yet never grows old. It is built not on the product itself, but on emotion, tradition, and a playful sense of humour that feels deeply familiar to Czech viewers. The television advert, returning year after year with only the slightest variations, has gradually become a cultural symbol that audiences would not dream of doing without and look forward to every Christmas season.

SCREENVOICE TOP 10 CZECH CHRISTMAS CAMPAIGNS OF 2025

22. 12. 2025 | 7 min read Many Czechs enjoy Christmas advertising, as last year’s survey by ResSolution Group showed. Although most people feel that Christmas campaigns start too early — something that was especially noticeable this year — this tends to bother older consumers more than younger ones. Younger audiences already regard October or November as an appropriate time for Christmas campaigns to begin. Which Christmas ads can we see on Czech screens this year, and which of them have turned out best?

THE HISTORY OF JOHN LEWIS CHRISTMAS ADVERTISING: FROM PRINTED CATALOGUES TO POLISHED STORIES THAT MOVE CONSUMERS TO TEARS

18. 12. 2025 | 13 min read John Lewis Christmas ads long ago crossed the boundaries of ordinary marketing and became part of the Christmas ritual. Every year, viewers wait for them with anticipation, evaluate them, and compare them with one another. John Lewis’s strength lies in its ability to tell deeply human stories and capture the magic of Christmas. How have the brand’s Christmas campaigns evolved over time, and what changes have taken place in John Lewis’s marketing strategy?

BLACK FRIDAY SPENDING AROUND THE WORLD: WHAT HAPPENED?

2. 12. 2025 | 3 min read Black Friday isn’t what it used to be – it’s much longer than the day for which it’s named, but it’s also more complex and trickier to read in a knotty global economic context; a few sources hint at the signals in the wider noise. Why Black Friday (or the whole week or month) matters Shopping holidays are a global phenomenon that have now shifted greatly into online shopping events. Originally a promotional, volume-driving tool, the shopping holiday became a critical growth driver for e-commerce sites like Amazon and Alibaba, which began the 11/11 Singles’ Day in China, especially when times were good, interest rates were low and the name of the game was outselling the competition.

THE CHRISTMAS WAVE REACHES ITS PEAK: THE BRANDS WHOSE TV ADVERTISING HIT VIEWERS STRAIGHT IN THE HEART

1. 12. 2025 | 8 min read The floodgates have opened not only for Christmas adverts, but also for various surveys and estimates of how much money consumers intend to spend in the run-up to Christmas and during the festive season. The truth is that, both globally and in the Czech Republic, the number of people trying to save money is rising. For advertisers, of course, this is not exactly good news. It is little wonder that this year they embarked on their Christmas advertising offensive much earlier than usual. As a result, you can now enjoy a third dose of Christmas emotions, making their way from television screens into homes around the world.

DESTINATION: INTERNATIONAL PRESTIGE. ADS OF MAJOR AIRLINES THAT WENT GLOBAL

30. 11. 2025 | 13 min read Christmas is approaching. That means millions of people around the world will be on the move, returning home for the holidays to celebrate with their families. It may be the clearest reminder of how we take air travel for granted in the 21st century and how essential a role it plays in our lives. That is also why we should not forget that 7 December marks International Civil Aviation Day, a testament to the importance of global connectivity. It is the ideal opportunity to take a look at the mark airlines have left in the history of television advertising. The following five campaigns confirm that the identity of airlines reaches far beyond the duties of ordinary carriers. Time and again, they have proven capable of creating commercials that are formative, transformative, and often unforgettable. Home can be anywhere By 1989, planes were slowly becoming a common means of transport even for the global middle class. It was only logical that airlines began adapting their marketing communications accordingly. One truly groundbreaking example came from British Airways, which had just emerged from several years of extensive and demanding privatisation and restructuring under the leadership of Colin Marshall. The company now wanted to position itself as a genuinely global player and was not afraid to use the label “The World’s Favourite Airline.” It could afford to do so thanks to a unique television commercial known simply as The Face.

THE WAVE OF CHRISTMAS CAMPAIGNS ROLLS ON: INTERNATIONAL AND CZECH BRANDS HAVE OPTED FOR TRIED-AND-TESTED FESTIVE THEMES

27. 11. 2025 | 6 min read Capturing consumers’ attention in the run-up to Christmas — a period traditionally overflowing with emotion, nostalgia and an excess of advertising messages — represents an extraordinary challenge for brands. This year, they launched their Christmas campaigns even before Advent. Let’s take a look at more Christmas offerings that are trying to strengthen brand image and persuade both international and Czech television viewers to shop. What really works on consumers?