Are Early Holiday Season Ads Effective? - eMarketer

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Are Early Holiday Season Ads Effective?

Most consumers see holiday ads before November

November 23, 2015

Plenty of consumers start their holiday shopping early each year, but complaints about “holiday creep” on the part of retailers and advertisers are also perennial. Shoppers may be starting to think about holiday gifts and even snapping up strategic deals, but that doesn’t mean they want the season to take center stage just yet.

US Internet Users Who Believe that Holiday Season-Themed Ads Shown Before Thanksgiving Are Effective, Nov 2015 (% of respondents)

According to November 2015 polling from AYTM Market Research, most US internet users have already begun seeing holiday season–themed ads this year: 70.4% agreed that they had seen some as of November 4.

Respondents were ambivalent, however, about the effectiveness of such early promotions. A plurality, 24.5%, said they “somewhat agreed” that pre-Thanksgiving ads were effective. Overall, 29.4% of internet users disagreed to some extent, while 47.3% agreed. Nearly a quarter were undecided.

Of course, one category of pre-Thanksgiving promotion are those geared toward Black Friday and Thanksgiving itself. Retailers are counting on email campaigns already underway to help drive sales on those two major digital shopping dates, as well as Cyber Monday.

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