Downsizing Your Digital Ad Spend This Holiday Season? Here’s Why You Should Think Twice.

Q4 is here, but many advertisers are feeling reluctant.

The holiday season is in full swing and brands big and small are executing their biggest ad buys of the year in hopes to capture the attention of customers during the year’s biggest shopping quarter. 

Still, many brands are questioning whether or not they should just sit this year out. With economic turmoil making more and more headlines and financial uncertainty looming, many brands have made the decision to opt out or to downsize their digital marketing campaigns in this critical season. 

Their concerns are reasonable. With the economy in downturn are consumers still shopping online? Has the proverbial belt-tightening come for eCommerce? Is advertising an investment worth making in such tumultuous times?

The answers lie in this Black Friday weekend’s sales data and they paint a much more optimistic picture than some may expect.

The answers are in the data.

It seems that despite the inflation and other troublesome macro trends, digital shopping is still going strong. This year online consumers scrolled, clicked and tapped their way into a record $9.2 billion in online sales, the biggest Black Friday weekend ever for eCommerce. While the year over year increase is somewhat modest compared to the massive jump made during the first years of COVID, this year’s performance is still a remarkable 23% increase over the last pre-pandemic holiday shopping season. Put simply, online shopping is still firmly on track for growth.  

We’re not just taking the industry reporters’ word on this, our own clients have seen incredible results this Q4. BHFO, an online fashion retailer who advertises with us, reported over 1000x ROAS this Black Friday/Cyber Monday weekend! That’s nearly a 5x increase over their typical campaign performance. Holiday shoppers are definitely still in play and it bodes very well for eCommerce trends through 2023.

Which brings us to our final point. If you, like many advertisers, have decided to downsize your digital advertising in order to play it safe through this economically troubled time, perhaps it is time to rethink your strategy. We can appreciate some skepticism during economic uncertainty, but the facts of the matter are clear:

If you cut your digital advertising budget now, you are missing out on the biggest revenue opportunity ever.

So what now?

If you, like many advertisers decreased your spend through Black Friday, you may still have questions: Am I out of luck? Can I still take advantage of this year’s sales season? Or do I just have to wait until next holiday season?

Luckily for you, this year is still very much in play!

Here are our tips for any brand that feels that they have missed the boat on this holiday season. You still have time to tap into the biggest holiday shopping year ever, but your window is rapidly closing.

Tip 1: Start right away

Black Friday is undoubtedly the biggest shopping day of the year, but holiday season sales don’t end when the calendar turns to December. You still have plenty of time to take advantage of the last 2-3 weeks of holiday shopping, but you’ll have to act now!

As we’ve mentioned before, consumers need time to let your ads work their magic on them before they make the decision to convert. While there’s no time too late to get started on a high-performing campaign plan, there’s no time too soon either! By starting a campaign plan right now you ensure that you have all the pieces in place to pull off the best possible performance down the line.

Tip 2: Leverage holiday promotions with themed creative

It’s no secret what December ad campaigns are all about tapping into holiday gift giving trends, so make sure that your ads and your landing pages reflect these themes. It’s up to you how far you want to go, but shoppers are in the holiday spirit at this time of year and they appreciate advertisers who meet them where they’re at.

What does this mean for you? Start by running holiday sale. Even a 10% off coupon code will increase conversion rates exponentially and there’s no better time to offer a little discount in the name of giving.

Next, add some holiday themed imagery and headlines to your ads. People are shopping for holiday gifts and will likely tune out ads that don’t cater to this specific need at this time of year. Even without a specific holiday in mind, winter-themed imagery and ad copy will go a long way in forging a personal connection with your customers.

Finally, replicate those holiday themed creatives on your website - or at least a holiday landing page. People need to feel as though the ad they just clicked has landed them on an appropriate website, and there’s no easier way of doing this that to reflect your ad imagery on your landing page. Consumers will appreciate the effort and will reward you with more sales.

Tip 3: Talk to your FieldTest sales rep about how to best harness the last weeks of the season.

Here at FieldTest we want all of our clients to have their best sales years ever, every year. That’s why our sales and account management team is here to help walk you through all of our products and services and show you how to take advantage of the marketing opportunities of this critical shopping season.

Reach out to your account manager or get in contact with us through the form below to find out just how FieldTest can help you keep spirits, and your sales prospects, bright this holiday season.