As is the case with many other products, book sales tend to spike around the holiday season. Consumers have long been in the habit of giving and receiving books for Christmas and that sentiment extends to Hanukkah and Kwanzaa. Nielsen took an in-depth look at this sector recently and their findings can help marketers position their offerings to maximum advantage this season.
Retailers are busy planning for that holiday time of the year. Earlier this week, I cited new PriceWaterhouseCoopers data that shows how marketer investment in email has been slowing this year. However, the big season for email is now here and Responsys has identified the best ways for marketers to connect with shoppers between now and Christmas.
Travel marketers may be ramping up their promotions as the holiday season approaches. Consumers belonging to one specific demographic group, the affluent, are more interested in travel and experiences than traditional gifts. These consumers are also planning to travel more during the upcoming season to visit family members.
As retailers tweak their ad campaigns for the upcoming holiday season, they might want to pay special attention to their paid search campaigns. Marketers often hold some incorrect assumptions about how to maximize the payoff from paid search campaigns. Writing for SearchEngineLand, Matt Lawson explains what to expect during the 2010 holiday season.
According to a new survey from American Express, 30% of U.S. consumers plan to adjust this year's travel plans for Thanksgiving — historically one of the busiest travel days of the year — but only 21% expect those expenses to decrease compared to last year. Respondents whose plans are changing said they'll rely more on automobile travel, stay for a shorter time and cash-in rewards to help pay for holiday trips. The most significant changes are from the young professionals — 37% said they've adjusted their plans versus the affluent and general population (both 30%).
With an understanding that many of today's shoppers use Facebook and Twitter regularly, and because these tools are more cost-effective than traditional advertising, 47.1% of retailers surveyed will be increasing their use of social media this holiday season, according to a recent Shop.org study. In addition, to provide consumers with an extra incentive to start shopping, one-third of retailers (34.3%) say they will offer holiday deals earlier this year. Online retailer are also compensating for the economy by offering incentives such as free shipping. Four out of five online retailers (79.4%) will offer free shipping with conditions (such as minimum purchase) at some point during the holiday season, while more than half (57.4%) also plan to offer free shipping without conditions.
The outlook for seasonal hiring in the fourth quarter of 2009 is projected to be similar to 2008, according to a new CareerBuilder survey. Eighteen percent of hiring managers plan to hire seasonal workers to meet business needs associated with the holidays and end-of-the-year wrap-ups, on par with 17% in 2008. Seasonal positions may prove to be the break job seekers are looking for as three-in-ten (31%) hiring managers indicate they are likely to hire a seasonal worker for a full time position. The most popular positions identified for seasonal recruitment include customer service, retail sales, administrative/clerical, hospitality, shipping/delivery, inventory, technology and accounting/finance.
Corporate gift giving has extended beyond the traditional December holidays, and many companies have adjusted their schedule to send a little something to clients for Thanksgiving.