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1、Advertising and shopping trends to maximize your holiday campaignsReportMETHODOLOGYDISQO surveyed 3,115 US adults(18+)from our first-party audience,July 25-31,2024.Among this group,89%(n=2769)said they planned to shop for the holidays.The data informing the report was balanced and weighted to repres

2、ent the US population on age,gender,and income.More than 2.3 million people have opted in to share their brand experiences with DISQO,empowering clients to cultivate deep insights about their target audiences and to perform objective,single-source measurement of ad effectiveness on attitudes and dig

3、ital behaviors.WHENHoliday shopping was once relegated to November and December with the bulk of purchases made during Black Friday and Cyber Monday.Now,retailers offer holiday events and deals as early as September to win the battle for consumer mindshare(and dollars)amid fierce competition.Holiday

4、 shopping is changing.can marketers keep up?HOWConsumers now seamlessly switch between shopping in-person and online via mobile,tablet,or computer.Theyre experiencing ads across multiple touchpoints and devices,which means that omnichannel campaigns are now table stakes.During a time when every bran

5、d is vying for consumer dollars,its even more important for brands to reinforce their messaging across the media ecosystem.WHEREThe way people discover products has also evolved.Search on social and retail media is growing as new opportunities arise for marketers to reach engaged consumers.New DISQO

6、 findings show that 73%of people use retail sites to discover products the same percentage as those who use traditional search engines.Advertisers must get creative about how they reach their customers this holiday season to break through the noise.This starts first and foremost with understanding h

7、ow,when,and where people plan to shop this holiday season.In this report,well offer data-driven insights to help marketers effectively reach and resonate with holiday shoppers where it matters most.The bottom lineLets set the stage with a demographic breakdown of those who said they plan to shop for

8、 the holidays this year,whether for themselves,for others,or both.The 2024 holiday shopper19%30%GenerationAcross generations,people plan to shop for the holidays.Millennials and Gen Xers make the greatest share,however Gen Zers and Boomers are not far behind.Brands have an opportunity to capture att

9、ention from a wide audience if they show up in ways that resonate across generations.22%18%22%21%$24,999$25K-$49,999IncomePeople across income segments also plan to shop this holiday season.The bulk of shoppers fall within the lower-to middle-income range.By focusing on this cohort while cultivating

10、 opportunities that attract upper-income shoppers,marketers and media platforms can optimize campaigns for maximum impact.29%22%17%GEN ZMILLENNIALGEN XBOOMER$50K-$74,999$75K-$124,999$125K+Do you plan to shop for the holidays this year?WE ASKED37%plan to spend more in 2024ReportHoliday Advertising 4O

11、n the heels of the Olympics and amid a contentious presidential election,advertising for the 2024 holiday shopping season is falling at an interesting time.Marketers must be mindful of when they launch their holiday campaigns to effectively position their brand in the seasonal craze.An extended shop

12、ping seasonBEFORE OCTOBEREARLY-MIDOCTOBERMID-LATEOCTOBEREARLY-MID NOVEMBERMID-LATENOVEMBEREARLY-MID DECEMBERMID-LATEDECEMBER40%35%30%25%20%15%10%5%0%Marketers should be prepared to start holiday marketing early.Over half of holiday shoppers said they plan to start their shopping before November(52%)

13、.Nearly one-fifth said they would even start before October(18%).Another 40%said they would start shopping during November,with a focus on the first half of the month.This doesnt mean that there arent opportunities to capture dollars at the end of the season,though.The majority of holiday shoppers(5

14、5%)said they plan to shop through December.Overall,this means that marketers have more time to market to holiday shoppers and to position their brand as a holiday favorite.When do you plan to start and finish holiday shopping?WE ASKEDSTART SHOPPINGEND SHOPPINGReportHoliday Advertising 5Campaign timi

15、ng mattersWhen is the best time to begin holiday advertising campaigns?WE ASKEDWhile some people are open to holiday ads before October,the holiday shopping mindset really sets in when October begins as people seek gift guidance,inspiration,and deals.The sweet spot is early October through Thanksgiv

16、ing(76%).Brands should tap into this prime time to reach customers from discovery to purchase.So,when should brands launch campaigns?Too early and they risk missing the mark with the messaging.Too late and they risk missing out to competition.BEFORE OCTOBEROCTOBERNOVEMBER BEFORE THANKSGIVINGTHANKSGI

17、VINGAFTER THANKSGIVINGBEFORE DECEMBERDECEMBER35%30%25%20%15%10%5%0%76%think campaigns should start before ThanksgivingThanksgivings consumer influenceAre ads run on Thanksgiving Day influential on your holiday shopping plans?WE ASKEDOverall,people said that Thanksgiving Day ads are influential in ho

18、liday purchase decisions with nearly half saying they were“very influential.”Younger consumers were more likely to say they were“very influential,”while Boomers were more likely to say“not at all influential.”Perhaps a reflection of their lighter Thanksgiving Day hosting duties,Gen Zs receptivity to

19、 advertising on the holiday offers brands a unique engagement opportunity to reach them through traditional offline and digital media.Incorporating messaging around deals and savings can maximize ad campaign impact and drive young consumers to purchase,whether online or in-person.OVERALLGEN Z BOOMER

20、20%80%12%88%30%70%NOT INFLUENTIALINFLUENTIALThanksgiving Day represents a prime advertising moment for holiday shoppers.The Macys parade,for example,offered innovations in digital advertising that enabled brands to reach the mass audience of parade viewers during one of the most memorable holiday ev

21、ents.However,do these placements actually move viewers to action?Traditionally,Black Friday and Cyber Monday dominated holiday shopping.Brands offered their best deals of the season and generated buzz around certain products or services.While shopping behaviors have shifted,these days remain a criti

22、cal moment for marketers.In-person shopping on Black Friday is still a major event for brick-and-mortar retailers,and not just for older generations.Surprisingly,Gen Z was the most likely to say that they were planning to shop in person on Black Friday at 52%.And,as we noted,Gen Z is more likely to

23、be influenced by advertising on Thanksgiving Day.Prime-time shoppingWhich shopping dates do you plan to participate in for the holidays?WE ASKED59%CYBER-MONDAY63%BLACK FRIDAY(ONLINE)41%BLACK FRIDAY(IN PERSON)27%CYBER SUNDAY21%SMALL BUSINESSSATURDAY13%GIVING TUESDAY52%of Gen Z plans to shop in person

24、 on Black FridayReportHoliday Advertising 8Shopping days move earlierWhich of the following early holiday shopping events will you shop at?WE ASKEDAmazons October Prime Day is the most popular event by far-likely because it has been established outside of the holiday season for a long time.Nearly ha

25、lf plan to shop Walmarts event and a third plan to shop Targets event.Across the board,retailers have captured consumers attention as the holiday season ramps up earlier.And,while Temu hadnt formally announced an early shopping day,14%of consumers were still considering the new shopping platform for

26、 early holiday shopping bargains.59%AMAZON PRIME BIG DEAL DAYS49%WALMART DEALS34%TARGET CIRCLE WEEK14%TEMUS HOLIDAY SALE10%ALLEngagement with the traditional big shopping days has shifted likely because major retailers have introduced proprietary events earlier in the season to beat out competition.

27、Most people(89%)plan to participate in at least one of these holiday shopping events.89%said they plan to shop at least one of these early holiday shopping eventsShopping across platforms and devicesConsumers are leaning on mobile and digital shopping more than ever.DISQOs recent TikTok Advertising

28、report found that 14%of users make in-app purchases on a weekly basis,and another 15%do so monthly.How will this shifting behavior play out this holiday season will people show up online,in-person,or both?How do you plan to shop the most this year and how did you shop the most last year?WE ASKED45%2

29、2%17%16%This holiday season will look much like 2023,with people split on how they plan to shop.They do expect to shop a little more on their phones or tablets.The largest segment said they shop both online and in-person equally,but about a third said they shop in-person only or online only.Among th

30、ose who shop online,people are also split evenly between doing so via mobile and tablets or computers.Marketers can benefit by activating across both online and in-person channels.ONLINE AND IN-PERSON EQUALLYIN-PERSONMOBILE DEVICE/TABLETCOMPUTER2023202444%19%21%16%ReportHoliday Advertisng 10How do y

31、ou prefer to find out about holiday deals or discounts from brands?WE ASKED15%+4STOREFRONTSWhen asked how they prefer to discover holiday discounts and deals,online ads reign supreme,but TV,email,and social media are also popular.There are some notable differences between younger consumers and the g

32、eneral population.They are far more likely to say social media is their preferred channel and far less likely to state TV and email as preferred channels.In-game ads are also more preferred among younger consumers,so marketers looking to reach this demographic could have an outsized impact by focusi

33、ng efforts there.Sale discovery is a multi-channel affair24%+318%+3MOBILE APPSTEXTS44%+342%-940%-1139%+1235%-426%+0ONLINE ADSTV ADSEMAILSOCIALIN-STORE PROMOSFRIENDSOVERALLGEN ZAs every brand strives to win consumer mindshare,creative advertising and shopping experiences are necessary.While shoppers

34、are still warming to new engagement tactics,added value influences their willingness to engage.Interactive ads,for example,are growing in prominence on connected TVs as media owners offer new opportunities to bring shoppers into the marketing funnel.A little over half of holiday shoppers said they w

35、ere likely to engage with these ads if they offer exclusive holiday shopping deals.Another quarter said they were neutral,offering marketers an opportunity to sway them.New engagement tactics for greater valueWhile a good portion said they would participate in a livestream event(41%),more people sai

36、d they would not,when compared to engaging with an interactive ad.While there is slightly more reticence with livestream shopping,marketers still have an opportunity to win over neutral shoppers who represent about one-quarter of people for both shopping activations.19%13%30%11%23%23%INTERACTIVELIVE

37、STREAM25%16%25%16%NOT AT ALL LIKELYNOT VERY LIKELYNEUTRALSOMEWHAT LIKELYVERY LIKELYLivestream shopping has also gained momentum during the holiday season.Last year,Best Buy hosted live shopping events where shoppers could browse featured products,ask questions,and add them to their cart.Are 2024 hol

38、iday shoppers likely to participate in these events if they receive value in return?What products are at the top of shoppers lists this year?Fashion items and gift cards are by far the most popular choices for holiday gifting.A third of shoppers cited electronics and tech gadgets.Travel falls lower

39、on the list.This is consistent with our Consumer Trends report which found people would be pulling back on this category in 2024.The seasons most coveted productsWhich products are you considering purchasing for holiday gifts?WE ASKED54%51%38%24%22%17%15%11%8%CLOTHING&FASHIONGIFT CARDSELECTRONICS&TE

40、CH GADGETSBEAUTY&SKINCAREFOOD&BEVERAGESHEALTH&WELLNESSALCOHOLTRAVELSUBSCRIPTION BOXESReportHoliday Advertising 13Shoppers are inundated with messages from brands throughout the holiday season,so marketers must be mindful of what will resonate most with holiday shoppers this year.Cost?Convenience?Pro

41、duct differentiation?Here,we examine what messages will have the most impact in moving shoppers to purchase.Winning holiday messagesWhich advertising messages are most appealing to you while holiday shopping?WE ASKED61%51%29%29%18%17%15%13%12%FREE SHIPPINGBUDGET-FRIENDLYUNIQUE/HIGH QUALITYHASSLE-FRE

42、E RETURNSHUMORRELEVANT TOHOLIDAYHIGH INVENTORYSENTIMENTALITYPERSONALIZED SERVICE“Free shipping”and“budget-friendly”are by far the most popular messages shoppers would like to see from marketers.As people lean heavily on online orders,they want to know that they can seamlessly exchange or return thei

43、r purchases if they are not happy with the products.And,of course,money always speaks volumes.Lower on the list are humor,sentimentality,relevance to the holidays,and personalization.The message is clear:shoppers seek value during the holiday season above all else.Marketers should carefully tailor t

44、heir messages to emphasize what they can offer shoppers.A thoughtful message could go a long way in building trust with customers and winning over their business amid high competition.ReportHoliday Advertising 14Ad investments on retail and social media platforms has grown as avenues for product and

45、 brand discovery.Both are doubling down on search functionality through new tools,AI capabilities,and video offerings just in time for the holiday shopping season.Driving shoppers to social purchaseSNAPCHATPINTERESTXTIKTOKNONEINSTAGRAMYOUTUBEFACEBOOKOn which social platforms have you seen a holiday

46、ad that led you to buy a product?WE ASKEDOVERALLGEN XREDDITGEN ZBOOMERMILLENNIAL46%33%54%51%41%41%56%47%37%27%37%59%47%31%13%24%10%16%27%44%24%47%28%19%7%16%28%19%11%7%13%18%14%12%10%12%23%15%8%3%8%15%10%5%3%A majority of holiday shoppers(76%)have purchased a product from a social platform after see

47、ing a holiday ad.Facebook is the top-ranked social platform for seasonal purchases.YouTube and Instagram arent far behind,likely as a result of their visual focus which is highly suitable for product discovery.There are clear nuances among the generations.Engagement across platforms decreases with a

48、ge.Gen Z is most engaged overall,dominating TikTok usage in particular.Facebook is an anomaly,with Millennials most engaged,holding unique power among this influential cohort.ReportHoliday Advertising 15Retail platforms are changing the path-to-purchase.Non-traditional retailers are carving out spac

49、e as ad networks,while brands are investing in on-site sponsored content and new ad formats to innovate retail experiences.Retail medias growing influenceOn which retail platforms have you seen a holiday ad that led you to buy a product?WE ASKEDOVERALLGEN XGEN ZBOOMERMILLENNIALEighty-seven percent(8

50、7%)of holiday shoppers said they have seen a seasonal ad on a retail platform that moved them to purchase.Amazon and Walmart have had the most impact on holiday purchases.Online marketplaces like Instacart,Etsy,and eBay are putting their stake in the ground in retail media,but the data indicates tha

51、t they still have work to do to solidify advertising as a core pillar of their businesses.Household names like Macys and Kohls have held the most influence with older consumers,while new digital-first companies have held more influence over younger consumers.Brands should keep these demographic brea

52、kdowns in mind as they consider retail media investments for the holiday season to ensure they are reaching the right audience especially given retail medias rapid growth and evolution.ETSYEBAYKOHLSMACYSTARGETWALMARTAMAZONINSTACART63%67%65%62%59%54%61%55%55%47%40%48%47%38%27%23%25%20%24%25%23%16%20%

53、27%27%15%17%16%15%12%14%19%15%12%11%7%13%10%5%1%ReportHoliday Advertisng 16The way people discover products and make purchase decisions has changed.The rise of ChatGPT and other AI tools has introduced new search forums,while social media apps offer in-platform product browsing.Here,we examine how t

54、hese new tactics stack up to more traditional search methods.Product discovery and considerationWhere do you plan to research products that you intend to buy for the holidays?WE ASKEDSearch engines and retailer websites are most popular,especially among higher-income and older shoppers.Meanwhile,soc

55、ial is particularly influential among younger and lower-income consumers.Friends and family ranked as the third-most-used discovery tactic,showcasing the continued importance of word of mouth.OVERALL$24,999GEN Z$125,000+BOOMERPRICE COMPARISON SITESREVIEW SITESSOCIALMEDIACUSTOMER REVIEWSFRIENDS ORFAM

56、ILYRETAILERWEBSITESSEARCHENGINESGENERATIVE AI PLATFORMS54%46%55%41%64%48%46%53%43%51%41%43%41%42%46%36%33%37%31%40%33%47%18%40%35%28%29%25%23%33%27%26%27%27%29%9%12%5%9%11%Influencers also play an important role in product discovery.Does their influence hold the same weight during the holiday season

57、?The data says yes.Half of holiday shoppers said that theyre more likely to purchase a product recommended by an influencer they follow,particularly among younger and lower-income cohorts.Influencer powerIf an influencer you follow endorses a product,how does that impact your likelihood to purchase

58、it for the holidays?WE ASKEDSOMEWHAT LESS LIKELY13%NO IMPACT39%FAR LESS LIKELY4%SOMEWHAT MORE LIKELY30%MUCH MORE LIKELY14%+17ptsmore likely to be swayed by influencersGen Z isTakeaways for holiday marketers1Test and learn from your holiday campaignsEverything about the holiday shopping season is cha

59、nging where,when,and how.Marketers need to employ an agile campaign approach and frequently retool their execution and measurement.This starts with bringing a deep understanding of consumer behaviors to the forefront of your measurement framework.Marketers should consider aligning campaign timing wi

60、th shopping plans,trying out different messages to see what sticks,and testing which channels pack the most punch for target audiences.Data-driven insights can help both in-flight optimization and post-campaign strategic work.2Zero in on the metrics that matter most for your businessMarketers meet c

61、ustomers across multiple touchpoints during the holiday season and each touchpoint plays a different role in moving them through the marketing funnel.While holiday advertising is a brand-building opportunity,its one of the most important times to drive performance.For this reason,setting clear goals

62、 and key performance indicators(KPIs)is foundational to effective campaign execution.Developing a measurement framework that objectively reveals your campaigns impact and identifies incremental lift is paramount.Marketers who leverage these insights to optimize year-over-year as goals evolve will wi

63、n.3Find a cross-platform measurement partner to make the most of your holiday advertising investmentsHoliday shoppers are engaging with brands across multiple screens,channels,and platforms.Marketers must show up consistently across channels and work with a partner that can break down silos.Cross-pl

64、atform analysis will demonstrate how different platforms work together to deliver against your holiday campaign goals and provide a holistic view of the impact.This is particularly important as new channels,such as retail media,grow.Identifying a partner that can measure the value of exposure in a f

65、ragmented digital environment provides a competitive edge when marketers need it most.BRAND LIFT&OUTCOMES LIFTDISQO provides holistic ad measurement with a single-source,identity-based methodology.Our Brand Lift product enables cross-platform measurement of attitudinal lift on KPIs like awareness,co

66、nsideration,and favorability.Our Outcomes Lift product uniquely adds measurement of post-ad exposure digital behaviors like search,site visits,and e-commerce activities.Combined,these products give a complete picture of full-funnel advertising effectiveness.Advertising MeasurementWITHBRANDS&AGENCIESAt a time when media spend is under scrutiny,DISQO reveals exactly how advertising drives tangible business outcomes and,importantly,which channels are moving the needle most.This allows you to prove the effectiveness of investments and make valuable ROI optimizations.MED