Findings: The 2024 holiday season is marked by record spending intentions, with marketers deploying diverse media strategies and experimenting with technologies like AI. Consumers are more willing to spend, though they remain value-conscious, creating an opportunity for brands to blend festive and value-based messaging. Multichannel marketing, convenience, and personalized experiences are essential to engage shoppers across various touchpoints.
Key Takeaway: With high spending intentions, holiday campaigns should focus on multichannel engagement, convenience, and timely, value-driven messaging to capture consumers’ attention and loyalty during a busy and competitive season.
Trend: The use of diverse media, AI tools, and multichannel strategies to cater to record consumer spending intentions, with a strong focus on festive yet value-conscious messaging.
Consumer Motivation: Consumers are motivated by festive spending, value-driven offers, and convenient shopping experiences across channels. Loyalty is shifting, with many consumers seeking deals and quick purchase options.
What is Driving Trend: Economic optimism, shifting loyalty towards better deals, and increased use of digital and AI-driven tools, all amid a competitive retail landscape.
Target Demographic: Broad holiday consumer base, including Gen Z and Millennials who prioritize convenience and digital shopping experiences.
Description of Products or Services:
Holiday campaigns with a blend of joy-focused and value-based messaging.
Multichannel content strategies, including connected TV (CTV), social media, and AI-driven gift guides.
Promotions across digital and physical channels to accommodate diverse shopping preferences.
Consumer Age Range: Primarily younger consumers, with Gen Z and Millennials showing strong engagement in digital and mobile shopping channels.
Conclusions: This season, brands can capture consumer interest by focusing on seamless, multichannel experiences and timely, personalized messaging that combines festive cheer with affordability.
Implications for Brands: Brands should leverage a multichannel presence, value-oriented promotions, and innovative tools like AI to meet diverse consumer preferences and boost engagement.
Implications for Society: Increased consumer spending intentions reflect economic optimism, while the demand for multichannel convenience highlights evolving digital shopping habits.
Implications for Consumers: Consumers benefit from more convenient and personalized holiday shopping options across both digital and in-person channels.
Implications for the Future: As digital tools like AI and connected TV gain traction, brands will continue to adopt multichannel strategies and personalized tech to meet evolving consumer expectations.
Consumer Trend: Increased holiday spending with a preference for value-driven, multichannel shopping experiences.
Consumer Sub Trend: Growing demand for personalized and AI-enhanced shopping guides to streamline the holiday purchase journey.
Big Social Trend: Enhanced consumer demand for convenience and affordability during the holiday season.
Local Trend: U.S. consumers prioritize multichannel shopping options that blend value, convenience, and festive appeal.
Worldwide Social Trend: The global shift towards digital-first, multichannel holiday shopping experiences.
Name of Big Trend Implied: “Multichannel, Value-Driven Holiday Shopping.”
Name of Big Social Trend Implied: “Personalized and Accessible Festive Shopping.”
Social Drive: A collective preference for convenience, seamless shopping, and affordable options during the holiday season.
Learnings for Companies in 2025: Companies should enhance their multichannel strategies, invest in personalized and AI-driven holiday tools, and maintain a balance between festive and value-focused messaging.
Strategy Recommendations for Companies in 2025:
Develop cohesive multichannel campaigns that ensure brand consistency across digital and physical touchpoints.
Incorporate AI-driven solutions like gift guides to streamline consumer shopping.
Emphasize value in messaging while leveraging festive themes to appeal to high-spending, deal-seeking shoppers.
Final Sentence (Key Concept): "The 2024 holiday season highlights the importance of multichannel, value-driven shopping experiences, with brands using technology to offer consumers convenience, personalization, and festive cheer."
What Brands & Companies Should Do in 2025: Brands should invest in seamless, multichannel holiday strategies, integrating AI and personalized experiences to enhance convenience. Emphasizing festive, value-based messaging can capture consumer loyalty and boost engagement during the holiday season.
