The most popular time of year for retailers to begin promoting their Holiday season sales is the first two weeks of November. This year, however, retailers are looking to capitalize on the highest level of consumer spending confidence seen since the end of the recent economic recession. Many are beginning their promotional launch for the Holiday season before Halloween.
Almost half of the 200 respondents to a recent marketing survey plan to launch their holiday campaigns pre-Halloween, according to Experian Marketing Services, which conducted the survey. Many marketers began their back to school campaigns in early July, so this trend of longer ad campaigns to capitalize on a sales season isn’t just seen in Holiday promotions.
Marketers are also looking more towards online marketing efforts than ever before. Of the 83 percent of businesses which plan to run coordinated cross-channel marketing campaigns, 59 percent plan to use online displays, 55 percent plan to use email, 46 percent are using print advertisements, 30 percent are boosting their efforts in search engine rankings, and 24 percent plan to use mobile advertising.
These companies are also using more online sales tactics, with 49 percent adding sharing tools for social media on their websites, 45 percent using social media advertisements, and 36 percent using product promotions online. Mobile isn’t yet taking the lion’s share of advertising dollars, but this doesn’t mean it’s being ignored. 43 percent of the companies surveyed are planning to develop mobile optimized sites, while 37 percent are developing mobile optimized email. Of all the companies surveyed, 31 percent are using mobile ads in their promotional efforts.
Businesses are also opening their Black Friday deals earlier this year, as 18 percent of companies are starting their Holiday season planning as early as June. By August, 69 percent of companies have their Holiday season plans in place. Fifty five percent of these companies are planning to market across four or more channels.