This year, small businesses are spending the majority of their holiday ad budget on social media marketing (36.4%) according to a survey by Reveal Mobile, the location-based mobile marketing company.
Based on the answers from 266 US business owners, the study also found that the majority of ad spend is going toward digital (67.9%) campaigns, with a majority of social ads being delivered to mobile devices given the amount of time users are spending on their devices.
Meanwhile, geotargeting has become a more important tool for businesses with 84% of them now considering location-based marketing somewhat or very important.
Facebook continues to be the most popular option for social media campaigns (41.8%), followed by Google (28.2%), Instagram (17.6%) and Amazon (12.4%).
Over a third of business owners also said that their ad budgets increased during the holiday season (37.2%), with October and November marking the core months during which ad messages change to reflect the upcoming holiday season.
Whilst 60% of respondents agreed that they spread their budgets out evely across the holiday period, 21% allocated funds to reach customers on Black Friday, whilst 19% budgeted for Cyber Monday.
The research demonstrates that business owners have become more sophisticated in targeting customers and catering ads that are relevant to specific audiences.