Most publishers to offer simple discounts this holiday season: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 27, 2022, 10:42 AM GMT+0

According to the Digiday+ Research survey, over half the publishers (61%) are moving away from diversified discounts. 

As the holiday shopping season nears, publishers are taking a more simplified approach to grow their subscriptions. Only one respondent out of the 44 publishers that make money from subscriptions during the holidays said that they only offer discounts during this time. This is down from the 9% of respondents who answered the same last year. 

The study also revealed that 21% of publishers would offer larger discounts during the coming holiday season than during the rest of the year. This number has declined from 32% of publishers who had rolled out similar deals last year. 

Gift subscriptions and buy-one-get-one promotions are also seeing a dip in popularity. Gift-based subscriptions have dropped from 50% to 37%, while buy-one-get-one promotions crashed from 26% to just 2% this season. A few respondents said they would deploy additional holiday discount strategies like referral discounts, limited special offers, and trial periods.

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