There may never be another holiday season quite like this one. Fourth quarter sales from the holidays typically create a big year-end boost for brands, but the economic impact of the coronavirus (COVID-19) pandemic has many marketers wondering how to make the most of their media spend this year.
While COVID-19 upended almost every aspect of daily life, it hasn’t stopped people from shopping. However, where, what and when consumers shop has changed. In the wake of the pandemic’s stay-at-home orders, people are shopping online more than ever and starting their holiday searches earlier than ever before. According to Google, 70% of consumers plan to do their shopping even earlier this year than in the past to avoid crowds during the pandemic. Plus, marketers must prepare for more cost-conscious consumers in 2020, as over 40% of people will be celebrating on a budget this season, according to Facebook research.
That’s why many advertisers are already in holiday mode, building and launching robust campaigns for the busiest selling season of the year. For those looking to take advantage of digital advertising to incentivize holiday shoppers, it’s not too late to build the perfect digital marketing strategy for every potential consumer. You can start with our tips below or dive right in and download our 2020 Holiday Advertising Playbook to get ahead of the hustle and bustle that’s to come.