As the 2024 holiday season approaches, marketers are gearing up for a unique set of challenges and opportunities. This year, the convergence of the Summer Olympics in Paris, a heated presidential election, and a shortened holiday shopping season has created a perfect storm that will significantly impact consumer behavior and spending. Here’s how you can strategically navigate these complexities to maximize engagement and revenue.

Understanding the Current Economic Environment

While consumer spending has shown resilience in recent years, this season’s economic backdrop is particularly complex. Between January and April, core retail grew by 3.8% compared to the same period in 2023. Yet, this seemingly typical growth conceals a crucial shift—major players like Amazon and Walmart have captured the lion’s share of this expansion. According to Morgan Stanley, Amazon accounted for 28% of all retail growth in the U.S. during the first quarter of 2024, with Walmart claiming another 10%. This leaves smaller retailers grappling with a shrinking share of the market, amplifying the uncertainty as we head into the holiday season.

The Impact of Major Events 

1. Political Ads in the Spotlight: The 2024 presidential election is expected to flood the media with political ads, creating potential noise that brands must navigate. The surge in political advertising could drive up media costs and make it harder for your message to stand out. It’s crucial to plan your holiday campaigns early and find unique ways to cut through the clutter.
2. A Shorter Shopping Season: With Thanksgiving falling later this year, the holiday shopping season will be shorter than usual. This compressed timeframe means that consumers might feel rushed, and brands will need to act quickly to capture their attention. Start planning now to ensure your campaigns are ready to launch as soon as the season begins.
3. Supply Chain Concerns: Supply chain issues remain a concern for retailers, especially during the holiday rush. Brands need to be transparent with consumers about potential delays and offer solutions like early shopping incentives or expedited shipping options.

Utilizing Data-Driven Insights 

The key to success in an already volatile environment comes down to data-driven decision-making. By leveraging first-party data, brands can create highly personalized campaigns that resonate with their target audiences. Here’s how to make the most of your data:

• Audience Segmentation: Use your data to identify key segments within your audience. This could include early holiday shoppers, last-minute buyers, or those influenced by specific events like the Olympics or the election.
• Timing and Targeting: Align your campaign timing with consumer behavior patterns. For example, you might want to plan a post-election push to reach consumers once the political noise subsides.
• Cross-Channel Integration: Ensure your messaging is consistent across all channels—whether it’s CTV, social media, or programmatic display. This integrated approach will help you maintain brand visibility and drive conversions throughout the holiday season.

Leveraging BRIDGE’s Capabilities

To effectively reach your holiday shoppers this year, consider how BRIDGE can enhance your campaign with our first-party data-driven solutions. We specialize in delivering targeted ads to actual, verified people, ensuring your message hits the right audience at the right time.

Our top-ranked consumer data helps you connect with high-intent shoppers across multiple channels. Whether your audience is browsing online or shopping in-store, our people-based solutions ensure your ads are seen by those most likely to engage. 

Ready to make your holiday campaign a success? Reach out to BRIDGE today to get started on your campaign planning and drive impactful results this season.