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HOLIDAY SPENDING HAS ALREADY BEGUN
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HOLIDAY SPENDING HAS ALREADY BEGUN
Gretchen Salois | Sep 15, 2023
Table of Contents
* Holiday sales expected to grow in 2023
* Early holiday spending is trending
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Time to Read: 3 minutes
Table of Contents
* Holiday sales expected to grow in 2023
* Early holiday spending is trending
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THIS IS PART OF A LARGER TREND OF RETAILERS STARTING PROMOTIONS WELL BEFORE THE
SEASON TO ENCOURAGE EARLY HOLIDAY SPENDING.
KEY TAKEAWAYS:
* Pura, a fragrance products retailer, will launch its “Influencer Early
Access” promotion November 1.
* A study by shopping app LTK, which connects influencers with brands, said 38%
of shoppers plan to start holiday shopping as early as September, a 25%
increase compared to a year ago.
--------------------------------------------------------------------------------
Holiday shopping is top of mind for retailers as they want to make it easy for
consumers to shop for their products. Pura, a retailer that sells fragrance
products, is preparing for the busy holiday shopping season well before Black
Friday with its annual “Influencer Early Access” promotion.
The retailer’s promotion occurs November 1-2. Last year, influencers shared the
promotion through their social media channels like TikTok. Shoppers were
instructed to tap on the influencer’s link and type in a unique password to
redeem the promotion.
Last year, influencers shared unique links and passwords for followers to use to
redeem a buy one, get one free Pura diffuser with fragrances.
Sam Forrest, senior digital marketing manager, said the retailer is preparing
for the holiday season with dedicated campaigns in Q3 and Q4 2023. In the third
quarter, Pura is is focusing on promoting Pura Car, its new product for car
fragrances. In Q4, it will be at LTK Con, an invite-only conference in
September. LTK is a shopping app that connects influencers with brands; it hosts
the conference.
“We are excited to position both Pura Car and the Pura Smart Fragrance Diffuser
as must-have gifts for the holiday season,” Forrest said. “We will also be
putting a large emphasis on gifting.” This includes specific sets and gift
options that will be available for purchase to make shopping easy, she said.
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Last year was a BOGO offer, but this year will be Pura’s “best deal of the
year,” according to the retailer. The promotion was the brand’s biggest online
sales period for 2022, Forrest said, without revealing more.
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Presented by ChannelAdvisor
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HOLIDAY SALES EXPECTED TO GROW IN 2023
Accounting and consulting firm Deloitte projects holiday ecommerce sales will
total between $278 billion and $284 billion between November and January. In
2022, holiday online sales grew 7.9% year over year to a total of $252 billion.
Deloitte also forecasts total holiday sales (in store and online) of retail and
consumer products to total between $1.54 trillion and $1.56 trillion from
November to January. The projected 3.5% and 4.6% year over year growth would be
at a slower pace compared with 7.6% growth in 2022, due in part to inflation,
said Daniel Bachman, Deloitte’s U.S. economic forecaster. “This means the total
value of retail sales will grow more slowly than last year,” he said.
advertisement
Pura launched its “Influencer Early Access” promotion well before the holiday
season last year, too. This is part of a larger trend of retailers starting
promotions well before the season to encourage early holiday spending.
Ted Vaughan, assurance market leader at BDO, says he thinks the holiday season
is going to start earlier once again this year.
“I mean, it’s already started; I don’t think that’s going to die away,” Vaughan
said. “I don’t think it’s going to lose its steam. And one of the reasons is
because of the consumer purchasing power, as it’s gone down.
News
Deloitte: Holiday ecommerce sales to grow this season
advertisement
Abbas Haleem | Sep 13, 2023
EARLY HOLIDAY SPENDING IS TRENDING
Rodney Mason, head of marketing and brand partnerships at LTK, said the shopping
app is working with retailers to prepare for the holiday season.
“We are working with retailers much earlier to get holiday messaging in the
market sooner and in new and different ways to address shifts in consumer
shopping behaviors,” Mason said. “We found in our recent holiday shopper study
that a large portion of the general population intend to begin holiday shopping
by September to afford them more time to find better-quality values this year.”
38% of shoppers are planning to start holiday shopping as early as September, a
25% increase from 2022, according to the LTK study. LTK conducted the holiday
survey on June 30, 2023 with 1,136 of consumers identified as Gen Z and
Millennials.
Vaughan added that retailers have found it better in previous years to provide
flexibility by marketing early promotions. By promoting the holiday season
earlier, he said, retailers lengthen the amount of time for consumer spending.
It can be challenging for consumers to spend their holiday budgets all in
November, he said.
advertisement
Vaughan said the omnichannel experience is increasingly important to holiday
online sales.
“Something like Black Friday has become less of an event, right?” Vaughan said.
“And so coming into the store has now been replaced in large part by online
sales.”
Abbas Haleem contributed to this article.
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In This Article
Industries
* B2C
* Retail & Online Retail
Topics
* Holidays
* U.S. Ecommerce
* Consumer Insights
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