Hey readers!
It’s the most wonderful time of the year to receive your go-to paid digital newsletter, especially for some much needed holiday marketing strategies! 🎄 As we countdown to the holidays, the air is buzzing with seasonal campaigns, gift guides, and (let’s be real) too much eggnog-flavored everything. Is it just us, or does everyone suddenly remember their inner marketer this time of year?
This month, we’re giving you all the tools to sleigh (sorry, had to) your seasonal strategy! Don’t miss the spotlight on our Digital Marketer’s 2024 Holiday Success Guide – packed with tips and insights to make your campaigns sparkle brighter than holiday lights. Plus, we’ve got trends, best practices, and creative inspo to help you wrap up Q4 with a bow. 🎁
Whether you’re already humming Jingle Bells, or still finishing your pumpkin spice latte, this edition is sure to get you in the marketing spirit! 🎉
Here’s to a season filled with big wins, happy clients, and amazing campaigns!
~ The Editors 🎅
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In this Edition you’ll find:
- Graphs, Charts, and Data – Oh My!
- Upcoming Webinars & Events
- Case Study Feature: US’ largest sporting goods retailer scales Q4 results
- Tips, Tricks, & Guides: The Digital Marketer’s 2024 Holiday Success Guide
- “That’s Hot!” Moments in the Industry
- AdParlor’s Holiday Wishes
Graphs, Charts, and Data – Oh My!
Chart 1 – Expected Holiday Spending by US Internet Users (2019–2024)
- Source: eMARKETER
The eMarketer chart reveals trends in holiday spending across categories like experiences, gifts, and non-gift purchases:
- 1. Spending has consistently risen year-over-year, reaching a total projected spend of $1,778 in 2024.
- 2. Experiences see the largest growth, reflecting a shift towards spending on dining out, events, and other activities over tangible goods.
- 3. Gift spending shows modest growth, while non-gift purchases remain stable, emphasizing practical and household spending.
Implications for Brands:
As consumer preferences lean towards experiences, brands in hospitality, travel, and event industries should emphasize their offerings during the holiday season. Retailers can capitalize on the continued interest in gifts by curating unique, personalized options. Additionally, promoting products or services that enhance home life or holiday gatherings can tap into non-gift spending.
Chart 2 – Holiday Season Retail Sales Growth and Forecast
- Source: Marketing Charts
This year’s predictions suggest slower growth compared to prior years, with a shorter shopping window between Thanksgiving and Christmas cited as a potential factor. Here are some key forecasts:
Holiday retail sales are projected to grow modestly this year, with estimates ranging from 2.3% to 3.5%, reaching up to $989 billion. Online shopping continues to expand, accounting for about 30% of total sales, with mobile driving over 50% of growth. Experiences like dining and entertainment are seeing a surge, up 16%, as consumers prioritize affordable brands (62%) and promotions (78%) amid inflationary pressures. Rewards programs influence 65% of shoppers, and competitive discounts are boosting high-end goods. E-commerce growth projections vary, with Adobe forecasting an 8.4% increase, led by apparel at 10%, while Salesforce predicts $277 billion in online sales, up 2%.
What This Means for Brands:
The forecasts indicate a cautious consumer base focused on value, deals, and experiences. Brands should emphasize affordability, loyalty rewards, and exclusive discounts in their messaging. Promoting experiential gifts or services can tap into the growing trend toward non-material spending. For online retailers, optimizing for mobile shopping and leveraging Cyber Week’s high revenue potential are keys to success.
Upcoming Webinars & Events
Enjoy this list of hand-selected webinars and in-person events that excite our team or where you might find us! This list was independently curated by our Editors for this edition of AdParlor’s Newsletter, we’re not sponsored by any feature.
How MNTN Helped AdParlor Win Big
WHEN: December 11, 2024, 1:00 PM EDT
Register HERE
You read that right! Join AdParlor and MNTN for a no-fluff webinar that shows how AdParlor landed a Fortune 500 CTV budget and delivered big results. Learn how you can dive into CTV – even as beginners – and get actionable tips to kickstart 2025 with a bang. Let’s close 2024 with one final win!
Unwrapping 2024: Transforming Insights Into Future Action
WHEN: December 12, 2024, 1:00 PM EDT
Watch HERE
Explore how TikTok, Meta, and YouTube are reshaping commerce and learn strategies to engage shoppers directly on these platforms. Discover how real-time measurement and AI tools can drive smarter, faster decisions to boost your performance. Plus, uncover insights from major events to optimize marketing for 2025.
AND, if Podcasts are more your thing 🎧,
Check out S4 E8: Quick Strategies for Holiday Advertising Success from the “How Agencies Thrive” podcast. In this episode, they uncover last-minute strategies that will supercharge your holiday campaigns. Sneha Suhas is joined by programmatic experts, John Carvalho and Aarjav Thakore from StackAdapt, to discuss actionable tips and tailored strategies that will make this holiday season your most successful yet.
Case Study Feature: US’ largest sporting goods retailer transitions AOR & scales Q4 results with AdParlor
The goal was to facilitate a smooth account transition & scale dynamic during Q4. The US’ largest sporting goods retailer turned to the team at AdParlor to take over their dynamic ad program on Meta, Pinterest, and Snapchat from their long-term agency partner.
The transition was ahead of nearly every advertiser’s Super Bowl: Q4.
See the results and discover how this approach worked by reading the full case study here.
Tips, Tricks, & Guides
The Digital Marketer’s 2024 Holiday Success Guide
The holiday shopping season is here, and this guide breaks away from typical tips to share overlooked strategies for driving sales and capturing attention. It covers essential tactics like leveraging seasonal sales moments, analyzing consumer trends, using complementary approaches, utilizing social platforms’ premium tools, working with influencers, focusing on catalog sales, crafting creative messaging, and employing a pulse + phase campaign strategy. Whether you’re finalizing plans or starting from scratch, this guide has actionable insights to maximize your holiday marketing success.
Ready to unlock the best marketing tips for this holiday season? Read the full blog HERE
“That’s Hot!” Moments in the industry
Trending news we just HAVE to comment on.
Coca-Cola’s AI Christmas Ad: Cheers or Tears for the Holidays?
It’s the most wonderful time of the year… or is it? This holiday season, Coca-Cola unwrapped a gift for the digital age: an AI-generated Christmas ad. The “Real Magic” campaign aimed to sprinkle festive nostalgia with a dash of tech wizardry. Instead, it left many wondering if Santa’s workshop had been outsourced to robots.
The Good, the Bad, and the Jingly
The ad showcases Coca-Cola’s iconic red trucks and their signature jingle but with a new, AI-powered spin. According to the brand, the ad blends “human storytelling” with the “power of generative AI” to create something innovative and timely. But not everyone’s sipping that holiday cheer. Critics weren’t shy, calling the ad “soulless” and noting visuals that seemed more Terminator than tinsel – think warped physics and oddly distorted trucks that left viewers scratching their heads rather than decking the halls.
Coca-Cola’s decision to rely on AI wasn’t just about saving cash; it was about speeding up production and doing more with less. But here’s the sitch: many feel this approach misses the mark on the holiday spirit. “Nothing says Christmas like cutting jobs with cold-hearted AI,” quipped one commenter.
To make matters worse, competitors like Pepsi are being handed a golden sleigh. Fans have even suggested Pepsi roll out a live-action holiday ad to highlight the “real” in their magic.
Unwrapping the Bigger Picture
The backlash isn’t just about one ad–it’s about the growing unease over AI’s role in creative industries. Critics argue that while AI may deliver efficiency, it can’t replicate the warmth, charm, or human touch we expect from the holidays – without that human heart, it’s like the Grinch who stole creativity.
So… Naughty or Nice?
Coca-Cola’s AI experiment might have been innovative, but for many, it felt like opening socks on Christmas morning. Sure, they’re practical, but where’s the fun?
What do you think – did AI deliver holiday cheer, or is it on Santa’s naughty list this year? 🎄