The nights are getting warmer, the days are getting longer, and it can only mean one thing, the countdown to Christmas has begun.
As you contemplate family festivities and make holiday plans, you are probably starting to do the sums. But this year, 10 cents in every retail dollar will be spent online, and some of the credit card pain will be delayed with “buy now pay later” schemes aplenty.
Christmas shopping looks set to peak in November with Cyber Monday and Black Friday extending the Christmas spend-a-palooza earlier than ever before. Online purchases have grown 20% across 2018, with many expecting ecommerce sales for the months in the lead up to Christmas in 2019 to be the biggest on record.
Across all categories, the ABS expects us all to splurge around $55.6 billion from grocery products, food, household goods and appliances, hospitality, clothing and footwear in November and December this year, almost 3% more than last year.
For a bigger share of the $55.6 billion Christmas pie, invest now in media platforms that will deliver attention, be remembered and deliver branded search.
TV is one of the best media platforms for driving retail sales, whether it’s an ecommerce purchase driven by branded search or a sale in a bricks and mortar store.
TV, with its mass reach and scale across both broadcast and BVOD, will drive mass awareness for your brand when consumers are braving the Christmas crowds in the malls and TV will put your brand front of mind as consumers search for gift ideas online.
“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.