One Last Push: How to Boost Holiday Sales
Jennifer Eenigenburg, VP, Digital Media Director
E-commerce spending overall this year has outpaced 2020. We predicted that holiday shopping would kick off even earlier this year, which we saw came to fruition as reported by Adobe. U.S. consumers spent around 12 percent more in November this year compared to last year at over $109.8 billion, fueled by early holiday deals from brands. Even though Cyber Monday and Black Friday saw spending reduced slightly compared to last year, shoppers took taking advantage of sales and likely anticipated longer shipping times to meet their holiday gift-giving time frames. This included Hanukkah, which began earlier this year.
Key to this growth are the use of connected devices. “Phygital” retail shopping experience trends we saw take off in 2020 are proving to be a mainstay, including mobile apps that assist in brick-and-mortar shopping experiences and scheduling curbside pickup. Users are continuing to spend more time with e-commerce via their mobile devices, and are also more likely to engage with social shopping experiences.
Across All Devices, Find Your Audience
Take advantage of key data segments to hone in on your audiences via custom data segments within your campaigns. Here are some examples of audience segments available via our data providers, which can be activated across digital and addressable channels:
Holiday Audience Segments
- Heavy spenders
- Competitor shopper conquesting
- Past holiday shopper retargeting
- Holiday film and event ticket purchasers
- Holiday influencers
- Decoration shoppers
- Holiday blog readers
- Price comparers
- Holiday meal and drink recipe researchers
And remember “Q5,” the period directly after Christmas
- Shoppers activating gift cards
- Deal seekers
- New Year’s Eve party planners
- New Year’s dieters
This article is featured in Media Impact Report No. 31. View the full report here.
Ready to find your audience for one last holiday push? Contact us today.