Notes

Trend No. 2: The Holidays Are Getting Earlier Each Year
Although late November and December are considered the most critical time to advertise to holiday shoppers, 40 percent of consumer shopping activity begins before Halloween. There is a growing disconnect between when advertisers spend a majority of their dollars and when consumers shop. Starting advertising campaigns earlier in the season reaches the early-bird shopper and often means more competitive rates and less ad clutter.
Trend No. 3: It Will Be a Very Mobile Holiday
Smartphones and tablets have become our on-the-go tools to enhance the holiday shopping experience - from product research to searching store locations and directions. But it's important to note that tablet and smartphone behaviors are very different. Consumers mainly use smartphones as a utility device to aid in shopping, but choose to use tablets to make an actual purchase.
Trend No. 5: Holiday Commerce Is Increasingly E-Commerce
Retailers are reaping the benefits of consumers' love of the selection, values, and convenience of online shopping, especially during the holidays. On average, people plan to do 36 percent of their holiday shopping online, the highest it's been in five years. Research into 500 digital holiday ad campaigns shows a sales lift of up to 650 percent when retailers run their ads during key shopping days.
christmas creep
“The consumer’s desire for discounts and bargains has caused some industry experts to worry that brand equity in many product categories has been permanently diminished,” said Stanaland. “It is a vicious cycle-- retailers cater to consumer demands of discounts, which further convinces consumers that products are just not worth regular price.”