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It's time to set up your holiday streaming campaign

Are you ready to reach holiday shoppers on CTV? For many streamers, the season is already underway.

Last year, according to Roku internal data, holiday content searches on Roku saw an 86% increase during October. And in November, those searches rise an average of 39% weekly. This surging holiday spirit is mirrored by consumer activity, as about half of Roku streamers shopped Black Friday and Cyber Monday deals in 2025.

Meeting those shoppers is easier than you might think. Begin with the seasonal outcome you hope to drive: awareness, online sales, leads, store visits, or another measurable goal. From there, define your audience, upload your creative, set the budget and campaign dates, and establish measurement before launching. You can even create a shoppable ad unit that lets streamers buy with a click of their remote.

Our holiday playbook offers a month-by-month guide to reaching shoppers during this all-important time of year.

First-time spenders get a $5,000 match on the first $5,000 spent with code BEEHIIV5K. Terms apply.

Launch your campaign today.

If you blinked this week, you missed a Mudkip selling for more than most houses. Pokémon's 30th anniversary auctions dropped one jaw-dropping price after another, while the digital side quietly kept tokenized slabs at the top of the charts. Here's the week's top sales, Oct. 24–31, in one place.

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Physical: the top sales

1. Art Academy Mudkip, PSA 10: $4,880,000
Goldin, Pokémon 30th Anniversary Auction, closed overnight Oct. 25–26. This 2015 Japanese XY promo, illustrated by Daisuke Ochiai, drew 73 bids and is one of just three PSA 10 copies. Goldin says winning artists in the Art Academy contest each got only 100 copies of their card.

2. 1997 Japanese 1st Tournament Trophy Pikachu, PSA 8: $3,080,500
Goldin, same auction. The second card of the night past $3 million.

3 (tie). Art Academy Sableye and Gourgeist, PSA 10: $976,000 each
Goldin, same auction. Two more Art Academy contest promos in the top four tells you where the money was hunting this week.

5. POP Series 5 Gold Star Umbreon, PSA 10: $738,100
Goldin, Oct. 25. The wild part: another PSA 10 copy sold at Fanatics Collect for $456,000 about an hour earlier. Same card, same grade, a $282,100 gap.

6. EX Team Rocket Returns Gold Star Mudkip, PSA 10: $610,000
Goldin, Oct. 25. Mudkip had a very good night.

7. 1996 Japanese Base Set No Rarity Symbol Mewtwo, PSA 10: $603,900
Goldin, same auction.

8. POP Series 5 Gold Star Espeon, PSA 10: $573,400
Goldin, same auction. The Espeon is Umbreon's partner card from the same POP Series 5 promo set.

9. Dragon Frontiers Gold Star Charizard, PSA 10: $504,000
Fanatics Collect Weekly, closed Oct. 25, after 44 bids. A different PSA 10 copy went for $430,660 at Goldin the same weekend.

Dragon Frontiers Gold Star Charizard, PSA 10. Image: Fanatics Collect

10. POP Series 1 Tyranitar ex, PSA 10: $360,000
Fanatics Collect Weekly, closed Oct. 25. According to PSA's sales records, this exact slab sold for $10,555 on eBay in April 2025. PSA reports only eight PSA 10 copies.

POP Series 1 Tyranitar ex, PSA 10. Image: Fanatics Collect

All told, Goldin's 30th anniversary auction topped $28 million with 18 record-setting sales. Prices above include buyer's premium.

Digital: the top sales

Digital collectibles had a quieter week overall. CryptoSlam data shows total NFT sales fell 35.37% to $42.13 million over the seven days reported Oct. 31. The collectibles side held up better.

1. Courtyard: $8.58 million in weekly sales
The tokenized-slab marketplace on Polygon was the No. 1 collection, up 13.50% and about 20.4% of all NFT sales, across 138,227 transactions. That works out to roughly $62 a trade, so this is volume, not whales.

2. Panini America: $2.50 million
Up 878.6% on 162,685 transactions.

3. CryptoPunks: $2.01 million
Just 28 transactions, including CryptoPunk #8879 at $106,327.97 (45 ETH).

Top single digital-art sales: WrappedSuperRare #1763 at $400,434.97 and Bored Ape Yacht Club #3439 at $203,021.52 (86.5 WETH). The week's biggest NFT sale overall was a $2.82 million BRC-20 token entry, which is a token trade, not a collectible, so we left it off the list.

What it means for collectors and flippers

A record isn't a price guide. The Umbreon gap says it all: two PSA 10s, one evening, $282,100 apart. If you're selling, the venue and timing matter as much as the slab. If you're buying, don't anchor on the headline number.

Pop reports drive the premiums. Three PSA 10 Mudkips, eight PSA 10 Tyranitars: the biggest jumps came from cards that are scarce at the top grade.

Mid-era promos are the new grails. Art Academy and Gold Star cards filled most of the top of the list, not 1999 Base Set.

Digital is a volume game. Courtyard's $8.58 million came from about 138,000 small trades. That's a liquid place to move everyday slabs, not a place to expect million-dollar flips.

What to watch

Same-card comps. With multiple PSA 10 Umbreons and Charizards selling in one weekend, the next copy to hit auction will show whether $738,100 was the new normal or a one-night spike.

Comics' turn. ComicConnect's Event Auction 68 launches Nov. 16 with early Superman titles, a good test for Golden Age demand.

Courtyard's streak. It also topped CryptoSlam's weekly collection rankings in reports on Oct. 3, Oct. 13 and Oct. 20. Watch whether that run continues in November.

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