Holidays are a double-edged sword for brands, presenting high potential sales alongside intense competition, necessitating a balance in marketing strategies to maximize impact.
Marketing budgets are shrinking, dropping to 7.7% of overall company revenue, pushing brands to focus on performance marketing rather than long-term strategic brand-building.
In a survey, 84.2% of brands plan to allocate more than 25% of their marketing budget to holiday campaigns, focusing primarily on sales goals.
Less than 40% of surveyed companies prioritize boosting brand loyalty in their holiday strategies, indicating a potential gap in long-term brand performance focus.
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