"While many Americans (56.1%) are buying gifts a lot earlier than Black Friday, Omnisend's data shows that only 24.4% of brands kicked off their holiday marketing campaigns before November 11. The survey, which analyzed marketing emails sent by 4,500 US-based e-commerce brands between September 1 and November 11, also tracked the precise timeline of campaigns as they were released."
"By September 1, just 4.8% of brands had launched holiday promotions. That share rose to 13.1% by October 1 and 21.6% by November 1when many shoppers had already wrapped up most of their lists, according to Omnisend. The stretch between October 31 and November 5 marked the busiest period, with 19% of all new campaigns going live."
"There's a clear disconnect between when people start buying and when brands start talking to them, Marty Bauer, e-commerce expert at Omnisend, said in a statement. Our data suggests that by the time many brands turn on their holiday campaigns, a big portion of shoppers have already started ticking names off their lists. The winners are the brands that show up early with clear, relevant offers, not just the ones shouting the loudest on Black Friday weekend."
56.1% of Americans are buying gifts well before Black Friday, yet only 24.4% of brands had launched holiday marketing before November 11. By September 1, just 4.8% of brands had promotions live; that rose to 13.1% by October 1 and 21.6% by November 1when many shoppers had already completed much of their lists. The October 31–November 5 window produced 19% of new campaigns. Brands that deploy early, clear, and relevant offers are more likely to capture early shoppers. Retail spending projections show growth versus last year, indicating opportunity for timely promotions.
Read at www.retailbrew.com
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