When it comes to retail and eCommerce, the holiday season seemingly gets longer every year. But a few key factors make this year unique. Fewer days between Thanksgiving and Christmas make the holiday shopping window shorter. It’s also an election year, which will disrupt the media landscape across all channels. Aligning holiday advertising with the following trends can help businesses make the most of their media to close 2024 on a high note.

1. In-Store Foot Traffic Growth Presents Opportunity

Brick-and-mortar stores are still feeling the impact of 2020, but have seen consistent growth in holiday sales over the past two years. In-store holiday retail sales are expected to grow by 3.7% this year, an improvement from last year’s 2.8% growth. Many advertisers have shifted focus to eCommerce, but it’s important to remember that 81% of holiday purchases happen in-store. Promote in-store sales and focus on foot traffic optimization and measurement to maximize holiday foot traffic in brick-and-mortar stores. 

2. Shoppers Impacted by Inflation Looking for Deals

Finding the most value when purchasing products will be a top priority for consumers this year. Many people are feeling the effects of inflation, layoffs, and other economic challenges. These shoppers will be looking for the most competitive deals and free shipping. They’re looking for obvious deals like a percentage off their purchase, so remember to ensure promotions are clearly highlighted in creative messaging.

3. Gen Z Purchases Through Social Media

As Gen Z consumers enter their twenties, they have more of an impact on holiday sales. According to a survey conducted by Basis Technologies in collaboration with GWI, 42% of Gen Z are likely to purchase a holiday gift directly through social media this year. Businesses should optimize their Facebook, Instagram, and TikTok shops by ensuring catalogs are up to date and highlighting promotions on the homepage of social shops. A portion of media investment should be used to drive traffic to social shops to maximize revenue, particularly from Gen Z holiday shoppers.

4. Capitalizing on Mobile Commerce Growth

Consumers are getting more comfortable with major purchases on their smartphones, leading to consistent growth in mobile commerce. eMarketer estimates that U.S. retail mobile commerce holiday season sales will increase 13.4% this year. It’s more important than ever for advertisers to prioritize mobile advertising and the mobile user experience. Video assets are a critical component, with increased time spent on TikTok and YouTube. Vertical ad formats like Instagram stories and reels also help advertisers own as much real estate on mobile devices as possible. 

5. Retaining Holiday Shoppers

All consumers have needs year-round, so don’t forget about customer retention beyond the holiday season. Make sure the proper tracking is in place to gain learnings about your customers when site traffic and sales are at their highest. Data from platforms like Google Analytics and Meta can help businesses understand their customers’ interests and preferences. This data can be used to develop creatives that will resonate with this audience again. It can also inform new targeting strategies and broaden reach. 

Take Advantage of 2024 Holiday Shopping Trends

This year’s trends show that advertisers need to support holiday promotions across all sales channels. A full-funnel media approach will allow advertisers to optimize for foot traffic, social shop revenue, and mobile commerce sales this holiday season. Consumers are looking for convenience and value, so advertisers need to illustrate both within their holiday messaging this year. 

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Sources referenced include eMarketer, Digiday and Basis.