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BizReport : Trends & Ideas archives : September 24, 2013

49% of marketers plan to launch Christmas campaigns before Halloween

Most marketers have started planning Christmas campaigns but some are closer to launching that others. According to new research from Experian Marketing Services, almost half of marketers plan to launch campaigns before the trick and treaters have finished their door-knocking.

by Helen Leggatt

Christmas is already creeping into the marketing spotlight, and it seems to get earlier and earlier each year. Marketers have already begun their planning for Christmas campaigns, some (18%) having started way back in June, according to new research released by Experian Marketing Services.

In fact, it's not long before the first Christmas marketing campaigns will be unleashed, with almost half (49%) of marketers suggesting they will launch before Halloween, earlier than the most popular time to launch festive promotions and campaigns which is the two weeks after Halloween.

While retailers have long been extending the festive shopping season with promotions, this year's calendar could also be a reason for the early marketing start. This year there are only 25 days between the day after Thanksgiving/Black Friday and Christmas, last year there was almost a week more (31 days). That also means there is one less weekend to do Christmas shopping than the five shoppers had last year.

Online display (59%), email (55%), print (46%) and search (30%) are the top four channels being used by marketers this holiday season. This finding is somewhat disappointing in that just 24% plan to use the mobile channel, despite its growing use by consumers to research and purchase online.

According to latest eCustomerService Index from eDigitalResearch and IMRG nearly two-thirds (64%) of online shoppers plan to use their mobile device to shop this festive season. According to Andy Mulcahy, editor at IMRG, "we've seen sales through mobile devices (smartphones and tablets) grow rapidly over the past few years, accounting for 23% of online sales in Q2 of 2013 with site visits at 34%" adding that "to put in perspective the rate at which confidence in the channel has grown, three years ago at the start of 2010, sales through mobile devices stood at just 0.4% of online sales".

The top marketing tactic being used this Christmas, according to Experian's research, is not discounting. Instead, free shipping will be used by 39% of marketers to motivate purchases, followed by one day deal promotions (28%) and eCoupons (21%). Interestingly, more than a quarter of those marketers surveyed (28%) said they had no plans to offer promotions of any kind.

If you want to get into the holiday marketing spirit, check out Experian's Webcast presentation.

Image via Shutterstock

Tags: Christmas, coupons, delivery trends, Halloween, marketing campaign, promotions

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