Marketers are touting value more this holiday season with fixed prices and ongoing sales as inflation continues to make shopping more difficult for consumers this year.

“We’ve seen more advertisers addressing inflation in their ads in Q4, but it remains to be seen if that will continue into Q1 or is just a holiday message,” said Stacey Stewart, U.S. chief marketplace officer at UM, adding that it’s mostly affected messaging. “Inflation is a key topic these days — how to address it as a business and with customers — but other than keeping dollars flexible by using channels with historically better cancellation terms, we haven’t seen it impact where we are spending.”

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