Marketing’s Role in Holiday Sales

Black Friday shopping has become a major event, one that marks the start of the holiday shopping season – and the most wonderful time of the year for retailers. Before the Thanksgiving table has even been cleared, mall Santas suit up and crowds of shoppers head out.

Most already have their sights set on a particular item (or list of them), thanks to weeks of advertising in advance of the best sales. In fact, 47% of Internet users in the U.S. said holiday promos viewed before November 4th effectively encouraged them to make a purchase.

It’s no secret that holiday marketing is used by brands to lure in consumers – and they’re willing to shell out the big bucks to do just that. After all, the sweet aroma of savings is more enticing than fresh-baked gingerbread to deal-hungry shoppers.

While some consumers fight the turkey-induced coma to venture out during Black Friday’s wee morning hours, others prefer to fill a virtual cart instead of a real one. In fact, fewer shoppers are skipping dessert to line up outside the mall, thus creating a golden opportunity for Cyber Monday to pick up the slack.

Cyber Monday has quickly grown in popularity, especially among those who don’t want to brave the sale-crazed hordes, and now serves as the exclamation point on the end of a very fruitful weekend for retailers. In 2016, Cyber Monday was named the biggest day in online shopping ever in the U.S with 41% of shoppers doing the majority of their holiday shopping online.

Each year, digital claims a bigger piece of the advertising pie (that one’s tied with pumpkin in our top 3). Digital ad spend is projected to close in on $120 billion by 2021, in the U.S. alone! To reach an increasingly digital generation of consumers, many businesses rely on the following to move merchandise:

  • Mobile ads
  • Desktop display ads
  • Social media
  • Pre-roll video
  • Paid search
  • Email marketing

Some companies claim they don’t have a taste for it – or feel their tech skills aren’t up to par. But can they afford to miss out on the sales boost that holiday advertising, especially digital, offers?

If you’re unsure where to start, Motivated Marketing would love to serve you a big slice of that advertising pie. Take a bite of what we have to offer and we’re confident you’ll be coming back for seconds.