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49% of marketers will launch Christmas campaigns in October

By on September 21, 2013 in Christmas Campaigns, Knowledge


By The Drum.


August is when the majority of US marketers will begin planning a Christmas  campaign, but 18 per cent of those surveyed for an Experian Marketing Services  report said they would start holiday planning for brands as early as June.


When it comes to launching the first holiday campaign, almost half (49 per  cent) of marketers surveyed suggested they will launch before Halloween. The  most popular time to launch campaigns overall is the first 15 days of November,  right after Halloween but before Thanksgiving.


“Retailers have been extending the shopping seasons with promotions,  post-recession, so it’s not surprising to see that nearly half of all marketers  stated they would launch a holiday campaign before Halloween,” explained Bill  Tancer, general manager of global research, Experian Marketing Services. “This  year’s Back to School season started in early July as a big promotional month  versus last year. Our consumer confidence data shows it as the highest it’s been  since the recession, so we expect the early promotion trend to carry over into  the holiday season with Black Friday deals being offered even earlier than last  year.”


The study, which involved 200 marketers, found that 83 per cent are planning  on running a coordinated, cross-channel marketing campaigns during the holiday  season, with 55 per cent stating they will be coordinating marketing campaigns  across four or more channels.


The top marketing channels are online display (59 per cent), email (55 per  cent), print (46 per cent), search (30 per cent) and mobile (24 per cent).


More than 70 per cent of marketers surveyed said they plan to use some sort  of promotional offer for consumers this holiday season. Free shipping offers  ranked as the top promotional tactic that marketers will integrate into their  customers’ holiday shopping experience this year, with 39 per cent of marketers  saying they will use free shipping, followed by deal of the day offers (28 per  cent) and eCoupons (21 per cent)


Surprisingly, 28 per cent plan to not use any type of promotion at all in the  run up to the festive period.




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