The $52 billion Christmas spend-a-palooza

The eight weeks leading up to Christmas is a spend-a-palooza with Aussies forking out an incremental $536 million over and above their average bi-monthly spending levels.

It’s the home stretch to Christmas. As you plan your family festivities and make holiday plans, you are probably starting to do the sums. Mentally maxing out the credit card but at the same time telling yourself to relax, chill, because hey, it’s Christmas and it comes but once a year.

You’re not alone. The eight weeks leading up to Christmas is a  spend-a-palooza with Aussies forking out an incremental $536 million over and above their average bi-monthly spending levels.

As the shopping basket swells in the two months leading up to Christmas, your brand can either sit back and relax or invest to secure a bigger share of the ever bigger pie.

When we spoke with marketing effectiveness expert Les Binet, back in September 2018, he advocated for brands to invest a share of voice (SOV) that is greater than their share of market (SOM) in order to grow.

And never is an additional 1% of market share worth more than in the 8 weeks to Christmas.

So, if you’re wondering how to get the best bang for your bon-bon this Christmas, Ebiquity’s Payback Australia study points squarely at TV advertising, with an ROI almost twice as high as the next closest media channel, search.

“If I had a big budget to spend, I would spend it on TV and paid search because TV is the best brand builder and paid search is the best channel for activation,” Les Binet, Head of Effectiveness at Adam & Eve DDB.

The $52 billion Christmas spend-a-palooza