Holiday 2024: Marketing Strategies for a Successful Season
7/11/2024 April Masters
The holiday season is a must-win period for retailers, and it will be upon us soon. Every year brings different challenges and opportunities — what will the 2024 holiday season bring? What are shoppers thinking as they build their wish lists? In March, working with Prosper Insights & Analytics, RRD surveyed more than 1,800 U.S. consumers to find out.
Our 2024 RRD Retail Consumer Report is full of data and strategies — including recommendations from RRD industry experts — to help you make the most of the busiest shopping months of the year. Here’s a sneak peek of what you’ll find inside.
Changing their shopping game plan
This year, consumers are shifting their timelines, with more people planning to shop later in the season. Whether it’s spreading out expenses or snagging last-minute deals, understanding this shift can help you align your marketing strategies for maximum impact.
Shopping on special days: Black Friday and more
Thanksgiving Day, Black Friday, and Small Business Saturday are important dates for holiday shopping. People are inspired by tradition, convenience, and, of course, discounts. Learn how to tap into these shopping events and create compelling campaigns that resonate with your audience.
Festively hosting the holidays
Holiday hosting is back in full swing, with many consumers intending to gather with family and friends. From meal planning to stocking up on essentials, our report highlights trends in holiday preparations. Retailers can capitalize on these findings to offer shoppers relevant messaging and promotions for their entertaining needs.
Holiday hosting plans are more common among
52%
affluent
consumers
($100k+ hh income)
Source: RRD 2024 Retail Consumer Report
Holiday hosting plans for select consumer segments
Balancing their spending
Shoppers remain budget-conscious, but they know what they want. Consumers use a variety of strategies to find the best holiday deals, from shopping year-round to conducting online searches for promo codes and adjusting their frequency of dining out. They are also purchasing essential items they don’t want to miss out on. Our report breaks down these shopping strategies, giving you the tools to meet customers where they are for optimal engagement.
Although many are interested in making holidays special, significant drops from last year were noted in the willingness to spend more among:
Millennials: 64% (down percentage points)
Parents overall: 65% (down percentage points)
Millennial parents: 69% (down 11 percentage points)
Source: RRD 2024 Retail Consumer Report
A smaller percentage of shoppers are willing to spend more
Seeking inspiration from social media
Platforms like Instagram and TikTok are becoming go-to spots for holiday shopping inspiration. Our report reveals how consumers rely on social media to discover deals and make purchases, making it essential for retailers to have a strong online presence.
Gifting loyalty
Personalized loyalty rewards are a big hit. Shoppers are more likely to stick with brands that offer discounts and incentives that speak to their unique needs. Discover how to enhance your loyalty programs and keep customers coming back for more.
Getting holiday road trip ready
Many consumers plan to hit the road this holiday season, creating opportunities for automotive services. From oil changes to tire needs, anticipating these travel trends can help you gear up for increased demand.
These highlights are just the beginning. Download the 2024 RRD Retail Consumer Report now to unlock insights and strategies to help you make this holiday season a success.