How Advertisers Can Win the Shortened Holiday Season
The 2024 holiday season presents a unique challenge for advertisers. With a shorter shopping window between Thanksgiving and Christmas and the added complexity of the presidential election, brands must be more agile than ever. The compressed timeline means that careful planning and early execution are not just a competitive advantage but essential. In this post, we’ll explore how to adapt your strategy to thrive in a holiday season like no other.
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Understanding the Shorter 2024 Holiday Season
The 2024 holiday shopping season is one of the shortest in recent memory, with only 27 days between Thanksgiving and Christmas. On top of this, the presidential election falls right in the middle of the season, contributing to higher media costs and limited ad inventory. According to industry estimates, political campaigns are expected to spend over $10 billion on TV and digital ads this election cycle, leading to intense competition for consumer attention.
But it’s not just about the election. The shorter holiday window compresses consumer buying behavior, meaning more people will be shopping earlier and expecting brands to keep up with their fast-paced schedules. If your brand isn’t ready to launch campaigns early, you risk losing visibility at the most critical time of the year.
Why Early Planning is Crucial
In a condensed season like this, timing is everything. Starting your holiday campaigns earlier than usual will give your brand the best chance to capture consumer attention before the competition heats up. According to reports, 21% of holiday shopping is already completed by mid-October, so getting your campaigns in front of early shoppers can significantly boost your sales potential.
Additionally, securing media buys in advance will help you avoid the inevitable spike in costs as the election approaches. By planning early, you can lock in better rates and ensure your ads are delivered when it matters most.
4 Strategies for Adapting to the Shorter Holiday Season
So, how can your brand adjust to this shortened season? Here are four practical tips to make sure your campaigns hit the mark:
1. Front-load your campaign
Launching holiday promotions earlier in the season can give you an edge. This way, you capture both the early planners and those who prefer to shop closer to key dates like Black Friday.
2. Secure ad inventory early
With the election increasing demand for ad space, securing your media buys ahead of time can help you avoid the surge in prices. Lock in deals for display ads, social media, and search well before November.
3. Offer time-sensitive promotions
Create a sense of urgency with limited-time offers. Highlight the shorter shopping window in your messaging to encourage consumers to act quickly, which aligns with the urgency shoppers are already feeling.
4. Prepare for post-season sales
With the shorter window, many consumers are shifting their shopping to after Christmas. Consider extending your promotions and capitalizing on post-holiday sales to capture those late-season buyers.
Why Early Planning Matters for Your Brand’s Success
With early planning, smart ad placements, and timely promotions, your brand can thrive despite the challenges of the 2024 holiday season. By securing media buys early and launching campaigns ahead of the rush, you’ll be well-positioned to capture consumer attention and maximize sales. The shortened holiday window doesn’t have to be a hurdle—it can be an opportunity to stand out.
Looking for more holiday advertising insights?
Check out Part 2 of our series, where we explore omnichannel shopping behaviors and how to engage holiday shoppers across multiple platforms. Read Part 2 here.