4 in 5 (80 per cent) UK consumers plan to do their Black Friday shopping online, according to new research by advertising tech y lead business Trade Desk. Online shopping is king in the golden quarter as half (51 per cent) of consumers say they will do their Boxing Day shopping online while a similar number (53 per cent) report they will do the same over the winter holidays.
The new research also shows that despite a difficult economic backdrop, 42 per cent of UK consumers plan to spend more on winter holidays, Black Friday or Boxing Day shopping. Ahead of the peak shopping season, 32 per cent of UK consumers will start to save ahead of time, while 31 per cent will create a budget ahead of time. The data reveals an opportunity for marketers to launch effective advertising campaigns in the run up to the most important quarter of the year and influence consumer decisions.
“The golden quarter sees heightened purchasing intent from consumers. But as they’re overloaded with new ads over the festive period, brands will need to be deliberate with the content they serve”, said Phil Duffield, VP UK, The Trade Desk. “First-party data ensures marketers are delivering optimised and targeted omnichannel campaigns across channels to remain front of mind for consumers and deliver a positive cross-channel experience.”
According to the new data, TV – both linear and streaming – is a top way consumers engage with media content throughout their week. But they’re also spending a significant portion of their week listening to podcasts and streaming music.
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