Holiday season 2026: what company websites say, week by week
On 9 November 2026, 6.1% of 4,380 company home pages in North America, the UK, Europe and Australia mentioned Christmas or the holiday season, and 1.6% mentioned Black Friday or Cyber Monday. We read the same pages every week until the holidays; this page updates with each reading.
What stands out
- Black Friday is an offer, Christmas is a mood. 76% of Black Friday mentions sit beside an offer; only 36% of Christmas mentions do.
- British company home pages mention Christmas four times as often as American ones: 14% against 4.1%. The US list is heavier in industrial and financial companies that never mention a season at all.
- Retail is where the season shows first: 18% of US consumer and retail home pages already mention Christmas.
Week by week
| Reading | Pages read | Christmas / holiday | Black Friday | Thanksgiving (US) | Fall campaigns |
|---|---|---|---|---|---|
| 5 November 2026 | 3,847 | 4.9% | 1.3% | 0.7% | 0.8% |
| 8 November 2026 | 4,071 | 5.4% | 1.5% | 0.8% | 0.7% |
| 9 November 2026 | 4,380 | 6.1% | 1.6% | 0.8% | 0.7% |
The build-up on the same 3,591 home pages
Comparing different pages week to week would mix a change in the season with a change in who was read. So the build-up is measured on the same 3,591 home pages, read on 5 November 2026 and again on 9 November 2026.
| Season | 5 November 2026 | 9 November 2026 | Pages that started / stopped |
|---|---|---|---|
| Black Friday or Cyber Monday | 1.3% | 1.5% | +14 / −4 |
| Thanksgiving (US pages) | 0.6% | 0.8% | +4 / −0 |
| Christmas or the holiday season | 5% | 5.3% | +19 / −11 |
| A fall or autumn campaign | 0.8% | 0.7% | +1 / −2 |
Where the season shows
Christmas or the holiday season, by market
| Market | Home pages mentioning it | Of those, beside an offer | Pages read |
|---|---|---|---|
| United Kingdom | 14% | 37% | 296 |
| Germany | 13% | 13% | 400 |
| United States | 4.1% | 46% | 3,169 |
Black Friday or Cyber Monday, by market
| Market | Home pages mentioning it | Of those, beside an offer | Pages read |
|---|---|---|---|
| United Kingdom | 4.7% | 93% | 296 |
| United States | 1.2% | 81% | 3,169 |
Christmas or the holiday season, US pages by sector
| Sector | Home pages mentioning it | Of those, beside an offer | Pages read |
|---|---|---|---|
| Consumer goods and retail | 18% | 53% | 244 |
| Banking and financial services | 3% | 46% | 440 |
| Technology and software | 2.7% | 54% | 410 |
| Industrials and manufacturing | 2.4% | 40% | 410 |
Black Friday or Cyber Monday, US pages by sector
| Sector | Home pages mentioning it | Of those, beside an offer | Pages read |
|---|---|---|---|
| Consumer goods and retail | 4.5% | 100% | 244 |
Thanksgiving (US pages), US pages by sector
| Sector | Home pages mentioning it | Of those, beside an offer | Pages read |
|---|---|---|---|
| Consumer goods and retail | 6.1% | 53% | 244 |
How it was measured
Each week we read the home page of every listed company with a known website in the US, Canada, the UK, Ireland, Germany, France, the Netherlands, Sweden, Switzerland and Australia. A page counts when it has 150 or more readable words. A season counts when its name appears outside a mention of an earlier year, an award or an office, and an offer or a greeting counts when it sits within 120 characters of the season.
What this does not show
- Home pages only. Campaigns that live on landing pages, in email or in ads are not seen.
- Mentions, not spend or sales. A hand check of random mentions found two in three to four in five were the company’s own campaign or content; the rest were news or listings.
- Markets and sectors are shown only with 40 or more pages read and 10 or more pages mentioning the season.
- Until the 16 November reading, offers were recognised in English only, so offer shares for German, French, Dutch and Swedish pages are understated. From 16 November, local offer words (Rabatt, Angebot, soldes, korting, erbjudande) count, and so do Black Week and local Christmas terms (kerst, Sinterklaas, god jul, Boxing Day), reported as separate rows so the series above stay comparable.
Questions people ask
What share of company websites mention Black Friday in 2026?
1.6% of 4,380 company home pages read on 9 November 2026; 76% of those mentions sat beside an offer.
How many company websites have Christmas messaging?
6.1% of 4,380 company home pages in North America, the UK, Europe and Australia mentioned Christmas or the holiday season on 9 November 2026.
When do companies add holiday content to their websites?
Retailers first, from early November; most other companies never change their home page for the season. The week-by-week table on this page shows the build-up on the same pages.
Cite this
Qravitas (2026). Holiday season 2026: what company websites say, week by week Qravitas Data, updated 9 November 2026. https://qravitas.com/insights/holiday-season-2026-company-websites.html
Free to quote and reuse with attribution and a link (CC BY 4.0). No company is named on this page. The company-level readings are free as open evidence; how every number is grounded is on Methodology.
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