With interest rates at a 2024 low, the time to seize growth opportunities is now. Lower borrowing costs mean businesses can invest more—and that means bigger marketing budgets, just in time for the most competitive season of the year.

Lower interest rates don’t just affect your bottom line—they change the game. Cheaper access to capital frees up cash flow for businesses to get more aggressive, testing new channels and scaling faster.

We expect to see more businesses expanding their marketing playbooks in Q4, pushing for bigger wins during the Black Friday/Cyber Monday (BFCM) frenzy and the B2B kickoff in Q1.

What This Means for Brands

Early Holiday Shoppers = Early Ad Spend

Consumers aren’t waiting around for November deals anymore. This year, they’re starting their holiday shopping as early as September. That means advertisers have already hit the ground running with BFCM offers—and if you haven’t, you’re late to the party.

Bigger Budgets = Bolder Moves

Lower interest rates open the door for businesses to make serious moves. Bigger budgets mean more room to experiment. From aggressive channel testing to doubling down on what works, expect a surge in competition as businesses race to capture consumer attention before year-end.

Spikes in December + Rebounds in January

On a slightly different (but relevant note) - while Thanksgiving and Christmas can bring B2B to a standstill, watch for strategic spikes just before the new year as businesses prepare for a strong Q1. The lull won’t last long—companies are gearing up for the first quarter’s high season, and the smart ones are already planning.

Lower interest rates won’t last forever, and neither will the opportunity to capitalize on them. Now is the perfect time to reimagine your marketing strategy, test new ideas, and make the most of this competitive season. By acting now, you’ll be well-positioned to capture consumer attention and set the stage for a strong start to 2024.