With UK Christmas shoppers set to spend £5 billion online this Christmas, 19% more than in 2013, retailers are keen to get their share of the profits. This has not only led to multi-million pound, celebrity backed Christmas TV ad campaigns but also a greater portion of ad budgets being allocated to digital. Social ad budgets have increased 53% in the last year and the holiday season sees higher engagement from consumers via social media, leading to some innovative approaches to social from some brands this Christmas. Retailers will spend £390 million on advertising in the last three months of 2013, known as the Golden Quarter.
Figures from Yahoo show that the internet is the most used media in the two hours before consumers go shopping and they often return to it if nothing has been bought in store. The role of mobile and the web in consumers’ path to purchase cannot be ignored, meaning that huge spend on TV ads is no longer enough. In order to see real engagement with brands and their products, retailers must be aware of the importance of the number of platforms now available to them and take advantage of these as shopping habits change.
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