Thursday, December 7, 2023

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    Digiday+ Research: Marketers’ 2023 holiday marketing and commerce strategies — unpacked


    The year-end holiday shopping season is a crucial moment for most brands and retailers as consumers flock to stores and websites to purchase gifts — driving a surge in sales. For some brands, it’s a make-or-break financial season, as holiday profits can account for the majority of some brands’ annual revenue. As such, there is immense pressure to make this last piece of the final quarter count. 

    This year, many brands started their holiday marketing push even earlier than usual. Retailers began promoting holiday ads on social media as early as September, with many more following suit in October, according to recent survey findings from McKinsey & Co. And Black Friday has expanded to Black November for retailers like Walmart, which unveiled its Black Friday campaign on Nov. 1 and officially kicked off its Black Friday deals a week later. 

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