By Megan Buchite, Integrated Media Planner at True Media
The holidays are fast approaching and the shopping season is officially in full force. *cue the Christmas music on repeat*
Shoppers are back in action, looking for the best deals and coveted holiday gifts – and now more than ever are looking for the most value when navigating gift giving this season. But how exactly are consumers deciding what and where are “worth” their highly coveted time and money when finding that perfect gift?
Online to Offline:
With Black Friday & Cyber Monday leading the way, shopping online to accomplish holiday gifting needs has become increasingly more popular over the last decade. But this year we are starting to see an interesting shift in that trend. Salesforce projected online spending between November 1 and December 31 to rise 2.1% this year, lower than the 4% increase in 2024. While many turn to online shopping for ease of access, conveniences and of course to get the best price for highly sought after items, others just begin their shopping journey online, but it doesn’t end there. Many shoppers begin their journeys online by researching and comparing product offerings. But we’re not just seeing a traditional search through Google anymore, we’re seeing younger generations shifting their discovery and research for new and trending products to social media and AI technology at increasing rates.
Price conscious consumers are taking notice of the online processes that can add to their total costs like shipping fees, purchase minimums and return fees – adding hassle to a process where shoppers are already trusting what they see online is what they get. When value is most important, being able to do an in-person, quality check of a product is now bringing more people in store to see the products they’ve researched online. In-store shopping allows for shoppers to see, feel and even sometimes sample a product before committing their cash to it. For the first time in years, PwC reports that 53% of consumers plan to do their holiday shopping in physical stores, tipping things back to the brick and mortar side of the scale.
Experience AND Tradition:
The holiday season brings a unique ambience different from any other shopping season. In-store holiday experiences bring more interaction and tradition, creating moments full of emotion and connection within the buying process.
Window shopping through the mall on your way to visit Santa. Strolling the local downtown shops to see the light displays. The ‘holiday spirit’ primes people to be more in the mood to treat themselves and others. Retailers build an advantage in this spirited momentum, drawing shoppers into store fronts and further creating those memorable experiences and traditions that can be shared with friends and family as shoppers continue their buying journey.
What Does This Mean For Advertisers?
For advertisers, it’s about meeting in the middle. It’s now more important than ever to bring a strong media mix that is an accurate representation of what customers can expect to find from you both on and offline. You want to be along for the full ride of your customers’ buying journey from the product discovery on TikTok, to the online research on Reddit to the promotional and branded experience in store. Media professionals should also be strategic and mindful that the trend for in-store purchasing is on the rise. With shoppers returning to a more “traditional” form of shopping there is a great opportunity to meet them on the road and in the store with more traditional channels for messaging such as radio and OOH.
Advertisers should plan holiday campaigns that utilize an omni-channel approach to best meet customers where they are along their journey. Shaping messaging and creative that emphasizes not only product value but builds loyalty and sentiment through creating memories and sharing experiences to their customers now and into the new year.
Megan is an Integrated Media Planner at True Media. Megan is a curious and creative marketing professional who enjoys continually learning about the ever changing media and marketing landscape as well as diving into and learning about her client’s industries.
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