Even though you'd rather think of beach days than Christmas markets right now — Christmas is just around the corner! At least in the advertising industry, because the campaigns for Black Friday, Cyber Week and Christmas are coming up. We've filtered out what's exciting for the Christmas business this year:
The early bird catches the worm — or rather, the best deals. Christmas shopping begins for many people as early as the end of August. Why? Because they want to make their purchase decisions carefully — in other words, they are inspired, research thoroughly and decide on specific products at an early stage. According to Google Trends, this applies to as many as 59 percent of consumers — they know which gifts they will buy before December. It therefore makes sense for retailers and brands to increase the visibility and sales opportunities of their offers through targeted advertising as early as August.
Intensive research and comparison of offers — surcharge on Black Friday! This day of action plays an important role in Christmas shopping. After all, the search for Black Friday started in October last year. This shows how firmly rooted this event is in consciousness. Every second person thinks about their Black Friday purchases in advance (Google/Ipsos Consumer Continuous Study). As soon as the right offer appears, they want to be ready to buy. Cyber Week is the next opportunity for cheap bargains and inexpensive Christmas gifts. Christmas shopping is already having its first peak during this time: Many want to finish shopping early, sit back during the Advent season and enjoy the Christmas season in a relaxed way — understandable!
According to the representative Christmas Shopping Report 2024 by eBay Advertising in collaboration with the opinion research company Civey, which surveyed 10,000 consumers in Germany, almost every second person plans to spend at least as much or more money on gifts this year than in the previous year. In comparison, only one in five would like to invest less money.
Gen Z (18 to 29-year-olds) in particular is willing to spend more money on gifts this year. As digital natives, this young, technology-savvy generation has a strong preference for online shopping, prefers personalized advertising and increasingly uses mobile devices to search for and buy products. Retailers who want to reach this target group should therefore adapt their marketing strategies by focusing more on mobile optimization and targeted online campaigns.
adlicious always develops tailor-made solutions in order to be able to react flexibly to changing consumer preferences and the associated trends. We are happy to provide individual advice on the trends — Feel free to get in touch with us!
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