The holiday season provides a unique chance for businesses to engage with consumers and promote their brands. With 83% of shoppers finding holiday ads helpful, effective advertising can significantly influence potential buyers to purchase their offers.
As businesses prepare for the upcoming peak shopping season, focusing on strategies designed to capture attention is crucial at every stage, from initial discovery to the final purchase. This year’s holiday advertising trends reflect shifts in consumer behavior and advancements in technology. These changes help brands connect more efficiently with their target audience across various media platforms.
Evolving Shopping and Advertising Trends
The advertising trends for the 2024 holidays revolve around meeting consumers where they are online and enriching interactive experiences. Knowing these trends and maximizing them will help the brand reach its marketing goals.
Here are the emerging trends shaping holiday campaigns that engage and captivate consumers in innovative ways.
1. Digital-First Shopping Trends
The shift toward digital-first shopping is reshaping advertising trends. As more consumers opt for online purchases, brands must prioritize digital marketing strategies to meet this growing demand. According to Adobe, mobile shopping is expected to account for 53% of online sales this holiday season. This highlights the need for businesses to adopt mobile-first approaches that engage consumers on their preferred devices—smartphones.
This image is taken from Adobe.
\With the rise of mobile shopping, mobile advertising trends become essential for capturing consumer attention on the go. To boost conversion rates, brands should focus on mobile-optimized websites, seamless in-app shopping experiences, and targeted mobile ads. Ignoring these trends could result in significant losses during the holiday season.
Moreover, search engine optimization (SEO) remains vital during this busy period. Utilizing holiday-specific keywords, such as “Christmas shopping online,” help brands stay visible in crowded markets. Partnering with an outsourcing SEO agency can amplify these efforts, increasing engagement and expanding reach across multiple platforms.
2. Growing Preference for BNPL
Another prominent trend in 2024 is the adoption of the payment option Buy Now, Pay Later (BNPL). In fact, 31% of early holiday shoppers are already using BNPL, and this payment method is gaining traction due to its flexibility.
BNPL services allow consumers to spread payments over time, a feature that is particularly appealing during the holiday season when budgets may be stretched. For businesses, integrating BNPL into their advertising strategies can effectively attract shoppers who prioritize financial ease.
By highlighting this payment option in ads, brands position themselves as consumer-friendly and accessible. BNPL services align with the demand for seamless digital-first shopping experiences, as 69% of shoppers are inclined to abandon their carts if their preferred payment method is unavailable. Promoting BNPL services ensures smoother checkouts and enhances conversion rates during the holiday rush.
This image is taken from MobiLoud.
3. Elevating Shopping with AR
This image is taken from IKEA.
Augmented reality (AR) offers brands an opportunity to transform physical locations into interactive, location-based experiences. This technology allows consumers to better visualize products in their own environment, creating a more personalized and engaging shopping experience.
A study by Threekit revealed that 40% of consumers are willing to pay more for a product they can explore through AR. Brands like IKEA have successfully integrated AR into their shopping experience, enabling customers to preview how furniture items fit in their homes before making a purchase.
This image is taken from FinancesOnline.
As consumer shopping habits evolve, retailers are seeking ways to turn brick-and-mortar stores into experiential destinations. AR is positioned to be significant across various industries, allowing shoppers to try on virtual clothing and visualize holiday decorations in real-time. The interactive nature of AR ads captivates consumers and enhances their shopping journey. This immersive experience not only engages buyers but also boosts sales, solidifying AR as a critical component of holiday advertising strategies.
4. Vertical Advertising Trends
Vertical trends, which refer to industry-tailored advertising strategies, are transforming holiday campaigns. Industries such as food and entertainment increasingly utilize creative formats to connect more effectively with their audiences.
For example, Lola Nena’s, a popular merienda (snack) brand, leverages social media to produce engaging content that captivates the audience through entertaining posts. One of their standout campaigns featured a clever editing trick that caught viewers off guard, giving them a ‘mini heart attack.’
It begins with a staff member standing outside a store as a car slowly reverses out of a parking spot. Just as it seems like she’s in harm’s way, it’s humorously revealed that she was digitally inserted into the scene. This playful twist, combined with audience reactions, perfectly captures the brand’s wit and creativity, ensuring both attention and engagement.
This image is taken from PhilSTAR Life.
In the Philippine entertainment sector, K-pop-inspired photocard trends are making waves in holiday marketing. Local artists like BINI, who have partnered with various brands, have generated excitement through collectible photo cards, creating exclusive experiences for younger consumers. Also, collaborations between McDonald’s and Crocs, which offers collectible keychains in Happy Meals, have garnered significant buzz.
These partnerships foster a sense of exclusivity and enhance consumer loyalty. According to ADM Group, 60% of consumers responded positively to brand collaborations. The “try something new” trend allows businesses to break away from conventional campaigns and engage consumers on a more personal level.
This image is taken from Afluencer.
5. Effective Engagement with Short-Form Video
Short-form video ads have emerged as one of the most effective tools for engaging holiday shoppers. Platforms like TikTok, Instagram Reels, and YouTube Shorts enable advertisers to create fast-paced, engaging content that captures attention within seconds.
With consumers increasingly prefer quick, digestible content, the popularity of short-form videos is set to soar during the holiday season. According to TikTok, 74% of Gen Z users who engage with the platform weekly express a desire to learn more about a product after viewing its advertisement.
This image is taken from Analyzify.
These bite-sized videos are ideal for:
- promoting holiday products
- offering gift suggestions or
- highlighting limited-time offers
Shoppable links embedded directly in videos enable consumers to make purchases without leaving the platform. Adding this element makes short-form video ads highly effective in driving conversions, especially when combined with influencer partnerships.
Brands that collaborate with micro-influencers, who often have highly engaged audiences, can enhance their holiday campaigns. According to HubSpot, 47% of companies recognize the advantages of partnering with smaller influencers, as this strategy allows brands to reach their target market in a more authentic way.
This image is taken from HubSpot.
Gear Up for an Exciting Holiday Season Ahead
The holiday season is the busiest time of the year, and businesses must adapt to the rapidly evolving advertising landscape. Holiday 2024 trends offer numerous opportunities to connect with consumers in innovative and impactful ways. By embracing these trends, brands can engage holiday shoppers and create memorable experiences that foster loyalty and drive sales.
For creative holiday marketing strategies, partner with Digital Marketing Philippines (DMP), a top SEO agency Philippines. Beyond boosting your Google presence, we offer a comprehensive suite of digital marketing solutions, including creating engaging social media campaigns and eye-catching visuals to help your brand stand out during the holiday season.
Contact DMP today to start planning your holiday campaign!
Sources:
https://blog.taboola.com/holiday-marketing-guide
https://www.aaaa.org/2024-holiday-ad-trends-plus-prospect-list/?cn-reloaded=1
https://www.houseofmarketers.com/tiktok-holiday-marketing-guide/
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.