Summary
This guide outlines the anticipated trends in consumer spending for the holiday season of 2023, with a projected total retail expenditure exceeding $1.3 billion. It details the changes in consumer behavior, including an increase in discretionary income and a notable rise in mobile e-commerce during Q4 2022. The guide emphasizes the significance of the Cyber Five sales period, which is expected to dominate holiday spending, and highlights the influx of foot traffic boosting sales for brick-and-mortar stores. Additionally, the document presents best practices for campaign strategy, including prospecting and retargeting efforts, as well as audience segmentation for connected TV campaigns. Specific recommendations are provided for budget pacing, emphasizing the importance of planning campaigns early and optimizing for peak spending periods. The guide concludes with creative messaging strategies tailored for connected TV, underlining the effectiveness of video ads and the necessity for testing creative approaches in advance of the holiday season.
