The world’s been through a lot in the past few years, and companies and consumers alike have been stretched and changed in many ways. Usually, companies can count on consumers to make purchases during the holidays, and consumers can count on quality advertising and content from companies that want consumers to buy. This has been the symbiotic relationship between the two ever since the power of advertising and the power of the consumer dollar was established.
Companies need to understand consumers and consumer trends. So how can advertising and marketing agencies and departments prepare for upcoming seasons of holiday spending?
Holiday advertising trends vary from year to year. But after nearly 3 years of COVID-related delays, stresses, and scares, it’s safe to say that advertising during the 2021 holiday season has been quite different compared to previous years.
Advertising During the Holidays
During times of distress, advertisers tend to take one of two routes: pull back on advertising or pour more into it. We’ve been living in what could be considered a long-term period of distress, and many companies have suffered in some way or another. How should a company decide whether or not to pull back or jump in with both feet? Ultimately, the companies that recently put more money into advertising saw a greater pay-off.
Apart from being willing to pay it forward to get results, advertisers and marketers alike will need to keep a few other things in mind when reviewing holiday marketing trends in 2021 and how those same trends will exist in the new year.
2021 Holiday Marketing Trends
Take a look at some of the trends we’ve seen in the 2021 holiday season, and that you’ll likely want to keep in mind moving into 2022.
Prepping for Big Spending from Customers
The Christmas season tends to be a time of big spending, more so than any other time of the year. Spending was up in 2020 for the holiday season, which was surprising considering it was during the height of the COVID pandemic. It could mean greater numbers for 2021 as well. Keeping that in mind, and understanding that advertising is always an investment, investing in quality and quantity advertisements for your business will be worth it.
Using Famous Christmas Movies and References
It’s always a good idea to reference pop culture in your ads. Whether you’ve got a TV commercial spread or are planning to do your advertising through podcasts, any effort you can make to reference a beloved Christmas movie, story, or character in your advertisement will get attention. It can be positive or negative attention—it’s up to you and the story you want to tell.
Focusing on Story Instead of Marketing Push
Maybe we all got a bit more sentimental during our long time stuck in our homes. Or maybe being stuck at home allowed us to reassess our values. Whatever the reason, the important thing to remember when creating an advertisement that references popular characters or shows is to focus on the story. Consumers want substance. Some advertisements get too caught up in pushing their product. The most effective advertisements are the ones that communicate a good story well.
Emphasizing E-commerce Shopping
E-commerce shopping hasn’t declined in popularity, despite the renewed ability to shop in person. Customers have never been more willing to spend money online. Put in the effort to make your online shopping experience as intuitive and easy for your customers as possible. This doesn’t mean skipping out on making your in-store experience a good one—you should still make your storefront welcoming.
Increasing Interest in Home-Based Products and Gifts
Customer interests have shifted over the years of the pandemic. We’ve all spent a lot of time at home recently, so consumers will be interested in home improvement products, tools, and personal care. Anything you can offer to enhance their home-based quality of life will likely be popular in upcoming seasons. The more you can understand this, the better you’ll be able to target customers with your advertising campaigns.
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