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Unlike last year, this upcoming holiday season will coincide with the US presidential election in November. Consumers’ interest will largely be focused on who will take office, and they will be less likely to shop compared with nonelection years. In fact, according to Epsilon’s Abacus database, during the 2015-2016 election season, sales dropped 9% weeks prior to the appointment, regardless of party affiliation.
When armed with data and insights from past elections, brand marketers can get ahead and make critical adjustments to their holiday promotion and spending forecasts.
eMarketer was pleased to moderate a Tech-Talk Webinar featuring Epsilon's Liz Buderus, vice president of product management, and Sarah LaCourse, senior director, strategic consulting. They shared insights from Epsilon’s own data set around historical spending during elections—and how marketers can be proactive with their 2020 holiday planning around the election.
Watch the webinar to learn:
Liz Buderus is vice president of product management at Epsilon. As a seasoned veteran of the direct marketing industry, Liz leads multiple product teams and advises brands on data insights to inform their omnichannel marketing strategies. She started at Abacus, Epsilon’s marketing services data arm, in 1995, as a production manager and has worked in roles within product management, client services and strategy and analytics over her 20+ year tenure at Epsilon.
Sarah LaCourse is senior director, strategic consulting at Epsilon. In her role, Sarah is a thought leader for clients looking to connect their offline and online ecosystems to create robust omnichannel strategies that deliver seamless and memorable customer experiences while generating incremental revenue for the brand. She helps clients activate services such as analytics, creative, data, digital media, messaging and CRM/loyalty technology to accelerate business results. Sarah has over 10 years of experience working with brands to develop effective and innovative customer-focused marketing strategies across the retail, telco, media and hospitality verticals.