Digital is King, but Print Remains a Preferred Channel this Holiday Season

It’s that holiday time of the year – at least for marketers. Over 2/​3 of marketers were establishing their advertising holidaygiftstimeoutplans for the upcoming holiday season by the end of August. An Experian study finds that marketer strategies differ significantly based on the industry they’re in and media companies might want to take a look at these details to know when to pitch their formats to clients.

Experian analysts explain that retailers are more likely than other businesses to engage in cross-​channel promotion. About 55% of retailers use at least 4 channels to connect with their potential customers during the holidays. Most retailers launch campaigns between October 16 and 30 and all through November. The top 3 channels for retailers are email, online display, and search. These merchants will be using free shipping, e‑coupons and deal of the day strategies to drive traffic.

CPG firms start their holiday ad planning in June, August, and October. These businesses tend to launch their campaigns in the second half of October and in December. Mobile optimized email and websites are gaining favor with CPG firms but 25% don’t yet use geolocation. Free shipping and channel-​specific offers are popular promotional tactics for CPG companies

The Experian study also looked at preferred media formats across a number of industries. Print remains a top channel, except in the retail and financial sectors. For now, print is favored by CPG businesses. Agencies tend to favor TV as their second most favorite format, after online display. When it comes to holiday marketing, digital – online display, email, and social – rules in nearly every industry.


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.