The landscape of ecommerce has evolved, and brands must adapt by shifting their campaign strategies away from focusing solely on traditional peak shopping seasons like Black Friday. Research indicates that shoppers feel overwhelmed by the constant barrage of sales and discounts. Therefore, brands need to implement a year-round, moment-focused approach to marketing. This strategy involves launching timely campaigns that correspond with various holidays and events rather than concentrating their efforts on a few key dates, allowing engagement without overwhelming consumers' budgets or patience.
You don't have to wait for Black Friday and the holiday season for online retail and ecommerce success. Ecommerce calendars have expanded significantly.
Despite the opportunities to save money, shoppers are signaling fatigue, with 39% saying the volume of deals overwhelms them.
Campaign planning must shift from a single high point of the holiday season to a continuous rhythm throughout the year.
Transitioning from monolithic holiday campaigns to modular, moment-based sprints lets you stay top-of-mind without burning out budgets.
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