Ready or not, the most wonderful time of the year is already here for brand marketers. Research shows that by July, 34% consumers are already starting to plan their holiday shopping. So, if you haven’t already started, now’s the time to get ahead by strategically planning your integrated marketing campaigns and nurturing relationships with consumers. At Inspira, we start with a deep understanding of your consumer, their motivations, and their purchase journey. Ready to unwrap the secrets to a successful holiday campaign? Let’s go!
Registers Will be Jingling
In 2023, holiday sales reached a record $964.4 billion, 64% of American consumers say they plan to spend “about the same” as last year in 2024.
During this year’s upcoming holiday season, 53% of online sales are forecast to happen on mobile devices, according to a new Adobe Analytics report.
Why Relationships Matter
According to Google Data, in January 2023 there was a surge in search interest regarding loyalty programs, including terms like “reward program” and “loyaltypoints” compared to 2022.
The result: During Holiday 2023, 1 in 5 purchases during the holiday season were made with loyalty points.
Shopping for Savings
In a challenging economy, consumers are increasingly researching the best deals and discounts, but they also want the best products available. Make sure your marketing plans are optimized to communicate both value and quality.
62% of consumers plan to shop Black Friday deals
45% of consumers will buy gifts on Cyber Monday
On Top of Consumer Gift Lists
- Fashion and apparel
- Personal care and beauty
- Electronics
- Food/Beverage/Alcohol
- Sports & Outdoor
Gifting Go-To
Consumers seek inspiration for gifts from a variety of physical and digital sources. When planning a campaign, it’s important to consider their shopping journey and the entirety of the shopping experience.
Where consumers seek inspiration and shop for gifts:
- Physical stores
- Online Marketplace (Amazon)
- Social Media
- Search Engines
The Path to Purchase
60% of consumers take six or more actions before deciding to buy a brand or product that’s new to them
Top Pre-Shopping Behaviors
Comparing prices of similar brands or products
Searching online for reviews and product info
Visiting the brand or product website or app
Going to the store to see the product
Checking online retailers and marketplaces for info and reviews
Checking return policies
59% of consumers say they know what gifts they’re buying heading into the holiday season
This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.
Sources:
Think With Google: Understand customer mindsets to make every holiday connection count
Salsify 2024 Holiday Consumer Report
Think With Google Connect With Consumers Through Increasingly Complex Journeys
