
How Marketers Are Adapting to Meet the Needs of Ambitious Holiday Shoppers
December 9, 2024

As shoppers gear up for record-breaking holiday spending, marketing campaigns are adapting with broader media strategies and experimental uses of artificial intelligence. With Thanksgiving and Black Friday on the horizon, the 2024 holiday season is hitting its stride, fueled by high consumer spending expectations and brands doubling down on innovative approaches.
This Q4 could bring more cheer for brands than in recent years. Research indicates that consumers are ready to spend, but marketers still face hurdles. Evolving shopper behaviors and preferences require brands to strike the right tone in their campaigns while staying ahead of trends and emerging platforms. Consumers, often willing to switch loyalties for better deals, are driving a need for campaigns that balance joy with value-driven messaging. Many brands are also leaning on artificial intelligence to capture attention and secure sales.
According to Deloitte’s 2024 holiday retail survey, shoppers are expected to spend an average of $1,778 this season—an 8% increase from last year. In 2023, retail sales from November through January grew by 4.3% to $1.54 trillion, per U.S. Census Bureau data cited by Deloitte. This year’s increased spending reflects a mix of economic optimism and higher perceived prices, signaling that while financial challenges linger, consumers are ready to loosen their purse strings.
Reflecting growing economic optimism, over one-third of marketers report having larger holiday advertising budgets this year compared to last, according to research by TvScientific and Rockerbox. However, these increased investments come with added pressure—60% of marketers feel a heightened demand to deliver measurable results and strong returns on investment.
Shifting consumer behaviors in recent years have introduced a layer of uncertainty, tempering confidence in achieving desired holiday outcomes, noted Harry Guild, strategy director at BBH USA.
To stand out this season, marketers will likely need a multichannel presence, which is considered essential (“table stakes”) as consumers are shopping across a wider array of channels, according to Deloitte. At the same time, consumers report greater loyalty to retailers that provide consistent experiences both online and in-store.
True Religion has adopted a more expansive media strategy this year in an effort to attract new customers. The retailer’s campaign features collaborations with superstar Megan Thee Stallion and rapper Hunxho, spanning both in-store and online platforms. It includes out-of-home advertising and content across editorial, influencer, and paid channels such as Connected TV (CTV), YouTube, TikTok, Instagram, and Facebook. The push will also launch the brand’s first audio campaign, with additional tests on Pinterest and Reddit rounding out the initiative.
Maintaining a cohesive theme across all utilized channels—like repeating certain colors or messaging—is key to ensuring consistency, says True Religion CMO Kristen D’Arcy. Equally important is crafting content native to each platform to appear authentic, she adds.
“I think of it a little bit like matching luggage, but obviously there are different sizes,” D’Arcy explained. “Depending on where you interact with us, you will feel the consistency of the brand by way of tone of voice and visuals… but the content is planned differently depending on the channel to make sure it feels endemic.”
Marketing across multiple channels may also be crucial for retaining consumers as brand loyalty comes under threat. According to Deloitte, 62% of shoppers are willing to switch to lower-priced brands, and 25% are looking for “dupe” goods. Timing is also important, with 38% of consumers planning to shop during October promotional events, though the majority of spending is expected in late November.
This season, brands aiming to resonate with consumers are adopting diverse messaging strategies, often blending themes of value with traditional holiday motifs.
True Religion launched its holiday campaign, “Where Holiday Wishes Come True,” this fall, featuring Megan Thee Stallion as the star attraction. The move underscores the brand’s renewed focus on reconnecting with women, who previously accounted for 60% of its business compared to men. However, that dynamic has since reversed.
Some retailers are leveraging the holiday season to experiment with emerging technologies like AI. American Eagle, for instance, has introduced an AI-powered gift guide chatbot on WhatsApp, becoming the first North American retailer to do so. As explained by CMO Craig Brommers, WhatsApp, a Meta-owned messaging app widely used internationally and growing in popularity in the U.S., resonates particularly well with the brand’s core Gen Z audience.
As part of the initiative, American Eagle is utilizing Meta ads to direct consumers to WhatsApp for personalized gift recommendations. Clicking on the ad takes users to WhatsApp, where they can start shopping with a prompt such as “I need some gift advice.” From there, the chatbot asks clarifying questions, such as who the gift is for, their color preferences, and hobbies, before suggesting a curated selection of products.
While not as eye-catching as AI, a strong mobile presence is critical for holiday marketing. According to Deloitte, almost 60% of Generation Z and millennials intend to shop on their cellphones this year. Furthermore, 13% of buyers, mostly from younger generations, plan to buy gifts directly through social media platforms.
TikTok Shop remains a standout feature on social media, excelling at driving sales and boosting brand awareness, especially in the beauty and retail sectors, according to Brown. However, the platform has faced challenges, including concerns about its credibility and the oversaturation of content in users’ feeds. To spark interest, Brown suggests brands consider offering a product exclusively through TikTok Shop—a strategy Coke tested earlier this year.
As marketers navigate various trends and fine-tune the timing and placement of their campaigns, BBH’s Guild emphasizes the importance of viewing the holiday season as more than a singular event. Beyond the main seasonal milestones, there are numerous opportunities to engage consumers throughout the broader festive period.
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