10 Holiday Stats Every Retail Marketer Should Know

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The 2024 holiday shopping season is riddled with nuance for digital marketers to navigate.

Whether facing the challenges of omnichannel consistency, preparing for election-year ad spikes, or optimizing mobile shopping experiences, understanding the latest consumer trends can give you a competitive edge. 

To help you maximize your marketing efforts, we’ve gathered 10 essential holiday stats that every retail marketer should know. Let’s dive into the numbers and explore how to turn insights into impactful campaigns that outperform this holiday season.

Tis’ the season to be in the know

1. Focus on Omnichannel Consistency

• Nearly 49% of shoppers prefer a mix of online and in-store experiences.
• What this means for you: Maintaining consistency in messaging and design across both channels ensures a seamless shopping experience for customers, leading to better engagement and higher conversion rates.

2. Utilize Video in Social Media Campaigns

• 40% of consumers are more likely to purchase after watching a video ad.
• What this means for you: Video ads on platforms like YouTube and TikTok are increasingly important for consumer engagement and boosting conversions. Consider incorporating this format into your campaigns.

3. Highlight Shipping Deadlines to Create Urgency

• Using shipping cutoff dates in ad copy creates urgency. In 2023 one-third of retailers made their holiday shipping deadlines visible.
• What this means for you: As the holidays approach, last-minute shoppers are highly influenced by time-sensitive offers. Highlighting shipping deadlines encourages them to purchase quickly to meet their delivery expectations. Consider providing omnichannel fulfillment options so customers can choose what works best for them.

4. Plan for Election-Year Ad Spikes

• Anticipate a 20% increase in ad costs in non-battleground states and up to 50% in battleground areas.
• What this means for you: Election-related ad competition drives up costs, so planning major campaigns for post-election periods helps retailers avoid inflated prices and maximize ROI. Review and adjust strategies based on real-time market conditions and spikes in advertising costs.

5. Capture Early Interest with Remarketing Lists

• 67% of November and 49% of December conversions stem from clicks in October. 
• What this means for you: Prioritize budget coverage in October to build remarketing lists for the holiday season. Building remarketing lists early allows you to re-engage potential buyers during the peak holiday season, ensuring your brand stays top of mind as they finalize their purchases.

6. Combat Ad Fatigue with Creative Updates

• Campaigns that use 5–7 different creatives achieve an average return on ad spend (ROAS) that’s 1.5x higher.
• What this means for you: The competitive holiday season demands fresh creative to maintain engagement and avoid declining ad performance—combat ad fatigue with frequent creative updates, particularly in social and programmatic campaigns.

7. Optimize Campaigns for Online and Mobile Shopping

• In 2023, online and non-store sales performed exceptionally well, showing an impressive 8.2% year-over-year growth.
• What this means for you: Ensuring your mobile shopping experience is seamless can capitalize on the growing number of consumers using their phones for holiday shopping.

8. Run Promotions Beyond Cyber 5

• Cyber 12 has expanded deal-seeking behaviors, with a 7% increase in average eCommerce spend per day after Cyber Monday.¹
• What this means for you: Stretch promotions beyond Cyber 5 to capture consumers still seeking deals, maximizing overall holiday season performance.

9. Utilize Streaming TV Ads

• According to a report by LG Ad Solutions, 43% of connected TV (CTV) users find TV ads helpful for their holiday shopping decisions, and 72% would be willing to scan a QR code from a TV ad to make a purchase.
• What this means for you: As the holiday season approaches, consumers increasingly look to their TVs for shopping inspiration. CTV is a key channel for increasing brand visibility and helps you reach a captive audience.

10. Promote Flexible Payment Options Like BNPL

• 76% of all consumers, and 86% of Gen Zers and millennials, are trading down to more affordable options or quantities.
• What this means for you: With consumers increasingly using Buy Now, Pay Later (BNPL) services, especially during sales events, promoting BNPL can enhance affordability and encourage higher purchase volumes.

Go forth and conquer

As we approach the holiday rush, these stats serve as a powerful guide for retail marketers looking to stay ahead of the curve. 

From leveraging the growing influence of video ads to embracing flexible payment options like BNPL, the strategies backed by these insights can help your brand navigate the nuances of consumer behavior this season. 

Remember, a well-executed campaign doesn’t just happen during the peak of Cyber 5—success comes from early preparation, creative updates, and a focus on delivering seamless, consistent experiences across every channel. 

With these stats in your arsenal, you’re well-equipped to make this holiday season your best yet.

Are you looking for a performance marketing partner to give your campaigns the boost you need? We are here to help.

1. Google Internal Data. 2019 – 2023. Election Period Analysis.

Adlucent

Adlucent is the performance marketing agency that proves outperformance has no limit. Powered by our purpose-built platform, Deep Search™, Adlucent unifies the best of human and machine for a scientific approach to marketing. We work transparently in partnership with B2C and B2B retailers and brands to create custom, predictive programs that drive ever-better outcomes. Our services include paid search, shopping, social, retail media networks, display media, video, performance creative, consulting, and measurement. Headquartered in Austin, Texas, Adlucent is part of Advantage Solutions and ranked one of the top marketing companies in the U.S. by AdAge.