Report: Social Channels Are Critical To This Year's Holiday Marketing

Nearly three in four Americans (73%) expect brands to incorporate more channel diversity in their holiday campaigns this season, with more men (76%) than women (65%) expecting this added inclusion, according to new research from Allocadia.

“These changes to behavior – as well as new attitudes around practicality and diversity – mean that marketers should be paying close attention to budgeting techniques that optimize marketing spend while meeting consumers where, when and how they are inclined to buy, particularly in today’s uncertain times,” states Julia Stead, Chief Marketing Officer for Allocadia.

Marketers need to explore as many new digital offerings as possible to win consumers’ attention in today’s cluttered, competitive marketplace, the report surmises.

While TV (52%) still ranks as the top place Americans see ads for holiday deals, their next channel choices for recalling holiday ads are Facebook (45%), YouTube (39%), and Instagram (28%).

Most Americans (57%) plan to purchase gifts through social media from ads or marketplaces. Interestingly, more men (60%) plan to purchase gifts through social media channels and online ads or marketplaces, while only 26% of women plan to.

Close to half of Americans (48%) say they will not be participating in Black Friday retail shopping this season.

The report’s findings illustrate that women are not necessarily handling holiday shopping, despite what many people assume. Of those consumers who do plan to shop on Black Friday, more men (62%) plan to participate than women (42%), and more men than women (70% versus 54%) also plan to participate in Cyber Monday.

Despite the pandemic, when it comes to enticing people to shop in-store, an equal number of respondents say that a big sale (35%) and a COVID-19 vaccine (35%) would motivate them, while 79% would consider shopping in-store versus online to obtain a better sale price.

Allocadia’s survey was fielded by research firm Propeller Insights during September and   included more than 1,000 U.S. consumers. 

More from the report can be accessed here.



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