The state of 2014 holiday spending in 5 charts
Did you get the creeps just hearing the melody of “Jingle Bells” during a commercial this week? It’s that time of year again. The week after Halloween is when most companies begin their holiday ad blitz. Already, Lowe’s and Target ads have been spotted, while Starbucks has its red cups and nutmeg-crème-brûlée-chestnut-praline concoctions brewing. Here’s what you can expect when it comes to consumer spending this holiday season.
Nielsen’s 2014 holiday sales forecast found that the trends are mostly consistent with 2013 — about a quarter of consumers have already begun holiday shopping. Early shopping is mostly driven by women. About 70 percent of men “planned to wait,” compared to the 27 percent of women who have already started.
Consumer confidence is trending upward, a sign that the hangover from the 2008 recession is slowly wearing off. But Nielsen’s consumer confidence index found that it’s still pretty volatile. The X axis reflects the consumer confidence, defined as how optimistic consumers are feeling based on how they buy and spend.
When it comes to where they shop, PwC’s 2014 holiday outlook found that 2014 may be the year where omnichannel “comes of age” and consumers make online pre-planning a part of the holiday-shopping process. With 41 percent of shoppers planning to increase online spending this year, the consultancy has come up with a new way to segment omnichannel shopper profiles.
A study by Rakuten Marketing found that more consumers are looking for value online — and not waiting for specific sale days like Black Friday to go shopping. Purchases made online soar during the holiday season, with an average increase of 80 percent across verticals. The most growth in online shopping has been seen among beauty brands and at department store sites.
When it comes to online shopping, mobile and tablet accounted for what Rakuten calls a “substantial” share of purchases made before Christmas. However, there is a growing divide between tablet and smartphone shopping. Tablets have a conversion rate of 6.4 percent, while smartphones’s rate is only 1.5 percent.
‘You have no excuse why you can’t work’: Agency employees grapple with burnout
ith many agencies nearly four weeks into working remotely due to lockdowns across the country, agency employees say they are starting to feel burnout due to agencies’ current “always on” mentality.
How marketers grapple with shrinking budgets amid coronavirus pandemic
The coronavirus is forcing senior marketers to double down on what really matters to CEOs -- cash flow and necessity.
As live events disappear, experiential agencies are fighting to survive
Experiential agencies are aiming to not only adapt planned events to be digital but working on technology to make them more immersive or working to bring personalization to consumers’ front doors.
SponsoredTV buyers are shifting from traditional demographics to more precise audience-based metrics
In traditional broadcast TV, age and gender have long been the dominant way of targeting audiences, but as TV and digital platforms converge, experts say the industry is steadily moving toward audience-based buying.
With in-person shoots out of the question, advertisers turn to CGI
As the coronavirus-related lockdowns and social distancing rules continue around the globe, in-person commercial shoots have come to a standstill. Now advertisers are increasingly turning to production companies with computer-generated imagery, visual-effects and animation capabilities to add the finishing touches to campaigns already in progress and — in some cases — start discussions about creating […]
Member ExclusiveWith ads on hold, agencies face an identity crisis
This is the third of a weekly column about the big changes and challenges facing media and marketing leaders. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. Like many business owners, the first reaction to the unfolding coronavirus crisis by ad agencies was […]