So, what can we learn from the 2022 holiday season as we plan for 2023? To make the most of this critical time, here are three trends with growth potential to consider.
1. An extended, ecommerce-driven season
In-store, supply chain and logistical uncertainties prompted retailers to kick off 2020 holiday efforts earlier than ever with online deals and promotions last October.
Nearly half of shoppers we surveyed also started holiday shopping before—and often in place of—in-store doorbusters on Black Friday. This continued through the end of the year, especially online, driving a dramatic 47% increase in ecommerce sales during the traditional holiday season.
Many of those transactions happened on mobile. For example, Adobe found that over half of digital Christmas revenue in 2020 came from smartphones.
We expect to see more digital acceleration with another extended, ecommerce-driven holiday shopping season in 2023. Pent-up demand may result in even earlier activity, so brands should start connecting with both loyal and new customers across digital and mobile channels now.
2. The roles of stores and digital are reversing
With less ability to browse in person last year, we saw in-store shopping become more intent-based and transactional. For many, online/offline hybrid solutions like curbside pickup and buy online pick up in store (BOPUS) redefined expectations for convenience.
Conversely, digital shopping has become more immersive with people looking to mimic much of the in-store experience at home. Think styling and how-to videos, live fashion shows, augmented reality try-ons, messaging with sales associates, and personalized recommendations.
In this new hybrid reality, it’s essential now to create convenient, frictionless, omnichannel offerings that bring the store experience online and the digital experience to stores.
3. People are discovering and purchasing on social more than ever
Half of all shoppers we polled experience some difficulty knowing what to buy for others, highlighting the need for discovery aides—especially during the holidays. Of those who discovered something online last season, 45% of shoppers said it was a gift for someone.
The concept of online discovery is not new, but the way it happens is changing. Many are turning to social apps, specifically, for personalized inspiration and curated recommendations. Nearly eight in 10 consumers we surveyed said they used at least one Facebook app or service for discovery last holiday season.
More people are purchasing on social apps as well. Grand View Research estimated that social commerce represented 11% of global retail ecommerce revenue in 2020, generating $474 billion.
Tap into discovery
Facebook and Instagram are built for social commerce—or as we like to call it, “Discovery Commerce.” You know, that serendipitous feeling when you discover a compelling product, service or brand on social media that you may or may not have been looking for. Or maybe didn’t even know existed? It sparks an interest, and you feel compelled to learn more or compels you to even purchase it spontaneously.
With Discovery Commerce, products find people so people can discover the things they are most likely to love. It enables businesses to go one step further than they can with any other marketing: not just meeting customers’ needs but anticipating them. And discovery happens more on our apps during the holiday season than during any other period.
SourceFacebook
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Frequently Asked Questions About Advertising in Holiday Season
Q: How much does outdoor advertising cost in Holiday Season?
A: The cost of outdoor advertising in Holiday Season depends on factors like location, format, and duration. BM Outdoor Media offers customized solutions, including billboard advertising, digital displays, transit media, and street furniture advertising.
Q: How can I buy outdoor advertising space in Holiday Season?
A: Purchasing outdoor advertising in Holiday Season is easy with BM Outdoor Media. Select your preferred billboard advertising, digital display, or transit media option, and we handle everything from permits to installation.
Q: How much is a billboard ad in Holiday Season?
A: Billboard advertising costs in Holiday Season vary based on size, location, and type (static or digital). Contact BM Outdoor Media for competitive pricing and the best advertising locations.
Q: What are the benefits of outdoor advertising in Holiday Season?
A: Outdoor advertising in Holiday Season offers 24/7 visibility, high-impact exposure, and strategic placements in high-traffic areas, ensuring maximum brand awareness for businesses.
Q: Where can I find the best outdoor advertising locations in Holiday Season?
A: BM Outdoor Media provides premium outdoor advertising locations, including billboards, digital displays, and transit media in most visible and high-traffic areas.
Q: How long should I run an outdoor advertising campaign in Holiday Season?
A: For optimal brand exposure, we recommend running your outdoor advertising campaign in Holiday Season for at least four weeks. Longer campaigns enhance brand recognition and customer engagement.
Q: Does BM Outdoor Media offer digital billboards in Holiday Season?
A: Yes! BM Outdoor Media provides high-impact digital billboards in Holiday Season, allowing for dynamic ad rotations and flexible messaging to maximize your campaign’s effectiveness.
Q: What outdoor advertising options are available in Holiday Season?
A: BM Outdoor Media offers billboard advertising, digital displays, transit media, and street furniture advertising in Holiday Season to help businesses reach their target audience effectively.
Q: What is the process for launching an outdoor advertising campaign in Holiday Season?
A: BM Outdoor Media’s process in Holiday Season includes consultation, strategy development, creative design, production, installation, and ongoing campaign monitoring for maximum impact.
Q: How can I measure the success of my outdoor advertising campaign in Holiday Season?
A: BM Outdoor Media provides audience analytics, traffic data, and engagement metrics to track the effectiveness of your billboard, digital display, or transit media campaign in Holiday Season.
Q: Can BM Outdoor Media target specific demographics in Holiday Season?
A: Absolutely. Our strategic placement options in Holiday Season allow for precise demographic targeting based on traffic patterns, neighborhood demographics, and consumer behavior data to reach your ideal audience effectively.
Ready to elevate your brand in Holiday Season? Contact BM Outdoor Media today for a free consultation and discover how our premium outdoor advertising solutions can transform your business.
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