04/02/2026
It’s time to address the elephant in the room 🐘
April Fools’ used to be one of the most playful and high-investment moments in marketing, but this year tells a different story.
We’re seeing a clear decline, not just in participation, but in the categories showing up and the budgets brands are willing to commit.
As Tim Nudd from Ad Age puts it:
“April Fools’ Day used to be a huge brand holiday… brands opted out during COVID, and many never came back.”
So the question is: Is April Fools’ losing relevance, or are brands just becoming more risk-aware in today’s climate?
