"Holiday marketing for us is extra important because, as is typical with most retail, a majority of the sales are done in that fourth quarter of the calendar year," said Stephen Yalof, president and CEO of Tanger Outlets. This highlights the critical nature of the holiday season for overall sales performance.
This year, in particular, marketers are capitalizing on this phenomenon and tailoring their holiday advertising to attract customers who have not purchased their products previously. Slightly more than half of brands and retailers (52%) said that the primary audience for their 2024 holiday ads is new customers.
Less than half of survey respondents (48%) said that the primary audience for their holiday ads this year is existing customers. While not a large difference, this marks a shift from past years' results when marketers were more evenly split on whether the primary audience was existing customers or new customers.
As consumers flock to stores and websites in search of the perfect gifts, many shoppers are more open to trying out brands and products they may not be familiar with. This presents a unique opportunity for brands to reach new audiences during the holiday shopping season.
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