Brands must craft relevant messages to lure Black Friday and Christmas shoppers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 5:05 PM UTC

With UK consumers gearing up to spend nearly £200 billion in savings, brands must make the most of the peak-trading season.

About 70% of customers are gearing up to spend the same amount or more this Black Friday than what they did last year. As for Christmas-time spending, about 78% of consumers intend to spend the same or more than they did in 2020.

Expert opinion pieces, product reviews and “how-to” videos curated throughout the year can help brands offer genuine advice to eager shoppers during Black Friday and Christmas purchases. When it comes to targeting potential customers with relevant messaging, quality is critical. Instead of broad demographic data, brands must rely on first-party data to identify their target audiences’ unique interests.

The average consumer researches potential Black Friday purchases 4.8 weeks in advance. Christmas purchase research begins 5.7 weeks prior. This makes it imperative for brands to maximise campaign performance in mid-November. Monitor deals every 10-20 minutes, understand shopping trends and prepare to make campaign adjustments on the go.

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