If there’s one thing we can all agree to hate, it’s the unwarranted war on Thanksgiving. With Christmas decorations rolling out before Halloween and Black Friday deals cluttering our TV screens, Thanksgiving has become the middle child of holidays (ignored and easily forgotten). A major argument for rolling out holiday ads early is because we are a country built on capitalism and supposedly people don’t want to dwell on turkey and thanks – they want to dash to the nearest deals in town.
Well, put that red Starbucks cup down, ladies and gents, because you’re about to get a snowball straight to the face. Atlanta-based Cardlytics, the company helping advertisers understand consumer purchases based on secure banking data just released their Holiday Retail Report and it’s a doozy. “Black Friday Shoppers” only account for 26% of holiday spending, with “Last-Minute Shoppers” (here’s looking at you, procrastinators) taking over the largest holiday purchase market at 36% – and it looks like those numbers will continue to keep on trend thanks to internet shopping and accountable delivery.
Whether you’re a retail advertiser or not, Cardlytics has packaged their data beautifully. Below are snapshots of their infographics with a full report you can view here.
Dani Cushion, Chief Marketing Officer at Cardlytics, in an interview with Hypepotamus shared great advice for retailers this holiday season. “While a majority of consumers spend money closer to Christmas, retailers need to make sure they engage shoppers throughout the season. The key is to make sure your promotional period is long enough, while also strategically catering messages to specific types of shoppers.”