The Holiday Hustle: Why Brands Are Playing Wait-and-See with Creator Deals

As the holiday season approaches, the typical rush of influencer brand deals is happening later than ever. Content creators across industries report that collaborations once planned months in advance are now finalized just weeks—or even days—before campaigns go live. Economic uncertainty, shifting advertising budgets, and questions about TikTok’s future have all contributed to this hesitation. Many brands are waiting to commit, holding their Q4 budgets until the last possible moment. Even seasoned creators with high engagement, such as those who have worked with Fenty Beauty, Maybelline, and Estée Lauder, are finding fewer active partnerships or shorter lead times than in past years.

Industry experts point to rising ad costs and tighter budgets as key factors. Fourth-quarter ad rates are historically steep, and influencer fees have ballooned by as much as 20–30%. As a result, marketers are seeking more flexible deals, measuring ROI at a more granular level, and scrutinizing every dollar spent. While global ad spend is expected to surpass $1 trillion this year, influencer media is under greater pressure to prove its performance. Many brands are negotiating for broader usage rights, cross-platform syndication, and extended content lifespans—creating more complexity for creators who must now navigate evolving contract terms and ensure fair compensation.

Despite these challenges, influencer marketing remains a vital part of brands’ holiday strategies. Spending in this category is still projected to exceed $10 billion in the U.S. this year—earlier than expected—showing that the channel isn’t shrinking, just evolving. Some marketers are shifting more focus to Instagram and other stable platforms amid the uncertainty surrounding TikTok, while creators are adjusting expectations and diversifying their brand relationships. Both sides are finding ways to stay nimble in a rapidly changing digital landscape where timing, transparency, and adaptability matter more than ever.

For professionals in the beauty industry, this shift underscores the importance of agility and authentic partnerships. Beauty brands, long reliant on creator influence to drive holiday buzz, will need to think strategically about timing and value exchange—balancing creative freedom with performance accountability. Those who cultivate transparent relationships with creators, adapt to platform shifts, and stay flexible with campaign planning will be best positioned to thrive. As the lines between content, commerce, and community blur, the beauty industry’s most successful holiday campaigns will be those that feel less like transactions and more like trusted collaborations.

Read more about "Some creators say brands are delaying their holiday deals later than ever this year" on Glossy

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