Ringler tells clients they should rethink efforts to generate earned coverage during these buying moments if there isn’t a price discount. “Our media contacts, especially those in the lifestyle and commerce spaces, tell us they are swamped in discount coverage tied to Black Friday and Cyber Monday,” he says, adding it’s the same “when it comes to other big sale moments like Amazon Prime Day and Labor Day.” media at Edelman, says earned media should be top of mind for holiday marketers, since many outlets have a well-honed affiliate program with links to purchase on their product reviews and other coverage. The shift is having a huge impact on earned media strategy and tactics. Pros say the digital channel has made holiday shopping an easy, satisfying experience, from apps that ensure you’re getting the best deal on a product to media coverage of great gift ideas that are just a click away. Shopify also posted a record $9.3 billion in sales of its e-merchants over Black Friday to Cyber Monday, a 24% increase over 2022. Online consumer spending spiked 7.8%, outpacing expectations of a 5.4% lift, to about $38 billion for the five days from Thanksgiving through Cyber Monday, according to Adobe Analytics. The retailers include Abercrombie & Fitch, Gap, Home Depot and Walmart. According to Bloomberg Second Measure transaction data, 40 retailers that generate a higher percentage of year-to-date sales from the shopping holiday than their peers saw a 4% drop in Black Friday sales versus last year. Welcome to the new holiday shopping normal.Įarly sales data this week indicates that Black Friday underperformed in the real world. “We always have a blast shopping together, but, deep down, he was wishing to see a lot of people,” she wrote, adding to PRWeek, “It was just like shopping on any Saturday afternoon.” While the calm - finding parking spots is much easier - was surely welcomed by some consumers, Bottigliero misses the energy and buzz of Black Friday that she was hoping to share with her son. “Everyone is probably on their computer or mobile devices, shopping online and getting cash back,” she says. Bottigliero is principal of digital marketing consultancy Zlato and head of marketing at Bottles Nation, as well as a former exec for Edelman, Motorola Mobility and Orbitz. “Black Friday IRL isn’t the same,” Bottigliero captioned an Instagram Reel of her 10-year-old son walking through empty store aisles on Black Friday, including a Target and Dick’s Sporting Goods. ![]() But in metro Detroit last week, retailers didn’t have lines snaking around stores before sunrise and fewer bargain hunters were clamoring around searching for the best deals. ![]() Digital marketing pro Blagica Bottigliero is a big fan of Black Friday shopping.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |