Gearing up for the Christmas Period
It’s a cliché to say Christmas starts earlier every year, however it seems planning and shopping for the festive season is indeed starting earlier this year.
A survey conducted by Kilkenny Designs found that 60% intend to start their Christmas shopping earlier than usual while 30% have already began shopping for gifts. The retailer released the research nuggets as it announced it would be opening its Christmas shop a month early due to customer demand. Brown Thomas has also opened its Christmas Shop in Dublin, Cork and Limerick – with 99 days until December 25th.
In recent years, Black Friday has also been embraced by the Irish consumer and this will be another key retail period in the run up to Christmas that advertisers and retailers can benefit from.
With shopping for Christmas starting earlier this year, advertisers and brands should strategise for the weeks ahead on how they can best highlight their offerings during this time of spend.
By placing ads in prime locations and environments, brands can target a large, diverse group of people who are already on the path to purchase and those in-market audiences looking for gift ideas and inspiration. Broadcasting deals via OOH can provide an opportunity to stand out from the crowd and increase noticeability for both instore and online retail channels.
OOH can also be a powerful mechanism for advertising at Christmas, adding to the festive landscape, interjecting excitement and raising awareness of products and goods especially for FMCG in the short-term lead up to Christmas.