2024 Holiday Commerce Report

3 Consumer Behaviors Shaping The Holidays

Though the 2024 holiday season is months away, now is the time to start planning. Between consumers’ increased spending and their conflicting focus on savings and offers, a targeted campaign strategy is the way into their wallets and hearts.

In our 2024 Holiday Commerce Report, discover how consumer behaviors will change this holiday season, and learn 3 strategies to inspire more sales and loyalty all season long.

01 Holiday Shopping Will Take Longer

On average, consumers will spend 1.5X the number of hours browsing and buying for the holidays compared to their regular routines. Holiday shoppers will also use more channels, both physical and digital, to explore and discover products before finally making purchase decisions.

To ensure your brand stays top of mind across the longer holiday shopping journey, pair sequential retargeting across devices with digital-out-of-home media to close the gap between online and in-store advertising experiences.

02 Winter Savings Make Or Break Purchase Decisions

After several years of overspending on holiday season purchases, shoppers will try to stick to the budget this year. To that end, 96% of holiday shoppers will search for coupons, discounts, or promotions before shopping—and 46% will do so before every single trip.

Furthermore, almost 9 out of 10 consumers would be more likely to purchase from a brand that makes savings easier to find and use, and 75% say they’d continue choosing that brand after the holidays conclude.

To lift holiday spirits and sales, activate offers through personalized media, reaching consumers with value-based messaging and dynamic creative when they are most receptive before, during, and after the holiday season.

03 It’s The Most Wonderful (And Receptive) Time Of The Year

Fortunately, 88% of shoppers say they’ll pay more attention to advertising around the holiday season, especially when it is personalized or offers to save them money.

As device usage and receptivity ramp up for the holidays, leverage Aki’s FitScore™ technology to identify the best-fit creators for your brand, audience, and objective, helping you reach the right target consumers both on and off social.

Download The Report To Make This Holiday Season One To Remember

This holiday season is complex but will be rewarding when you take a strategic and informed approach. And if you can use shoppers’ increased interest and receptivity to your advantage, the awareness and loyalty you create will last well beyond winter.