美國假日季節(jié)廣告市場調(diào)研和分析報告（英文版）-2024年1月上傳培訓課件

INDUSTRIES

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MARKETSHolidayseasonadvertisingintheU.S.CHAPTER

01OverviewHolidayretailsalesintheUnitedStatesfrom2000to2023(inbillionU.S.dollars)HolidayretailsalesintheUnitedStates2000-20231,000900957.3929.5889.3783.4800716.7691.8678.1700646.7628.1611.2583.3567.6600553.3526528.8512.1501.5

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2023*Year4Description:In2023,holidayretailsalesintheUnitedStateswereforecasttoreachabout957.3billionU.S.dollars.Thisfigurewasgivenasaconservativevalue;retailsalesovertheholidayseasonwasprojectedtobebetween957.3billionU.S.dollarsto966.6billionU.S.dollarsin2023.Holidayretailsaleshaverisensubstantiallysincetheturnofthecentury,withholidayretailsalesamountingtoapproximately416billionU.S.dollarsbackin2002.Holidayretailsalesareafractionoftotalretailsalesin[...]ReadmoreNote(s):UnitedStates;2000to2023;non-seasonallyadjustedretailsales;*Projectedfigures.Thesourceprovidedtheforecastedfiguresfor2022asarangebetween957.3to966.6billionU.S.dollars.Inthisstatistic,conservativevalueisgiven.The[...]

ReadmoreSource(s):NationalRetailFederation;USCensusBureauOnlineadvertisingrevenueintheUnitedStatesfrom1stquarter2007to4thquarter2022(inbillionU.S.dollars)QuarterlyonlineadvertisingrevenueintheU.S.2007-2022706050403020100Q1

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'225Description:Afteryearsofconstantgrowth,onlineadvertisingrevenueintheUnitedStatesreached57.4billionU.S.dollarsduringthelastquarterof2022.Thisfigurerepresentsquarter-on-quartergrowthof11percentandcanbelinkedtotheupwardtrendinadvertisingeffortsduringtheholidayseason.ReadmoreNote(s):UnitedStates;Q12007toQ42022Source(s):IAB(U.S.);PwCDigitalretailmediaadvertisingspendingintheUnitedStatesfrom2023to2027(inbillionU.S.dollars)DigitalretailmediaadspendintheU.S.2023-202712010080106.1284.97681345.15202320242025202620276Description:In2023,digitalretailmediaadvertisingspendingintheUnitedStateswasestimatedat45.15billionU.S.dollars.Thesourceprojectedthatthevaluewouldincreasetomorethan106billionin2027.Tocompare,Amazongeneratedroughly38billiondollarswithadsalesworldwidein2022.ReadmoreNote(s):UnitedStates;March2023;forecast;*Forecast.ReadmoreSource(s):eMarketer;InsiderIntelligenceRetailindustryadvertisingspendingintheUnitedStatesfromOctober2022toJanuary2023(inbillionU.S.dollars)RetailindustryadspendintheU.S.2022-20232.01.91.81.81.61.41.21.00.80.60.40.20.01.31.1Oct2022Nov2022Dec2022Jan20237Description:RetailadvertisersintheUnitedStatesspentaround1.1billionU.S.dollarsinadvertisingasofJanuary2023.Accordingtothesource'sestimates,adspendintheretailindustrydecreasedbyroughly40percentcomparedtothepreviousmonth.InDecember2022,advertisingexpendituresinthecategoryreached1.9billiondollars,boostedbytheholidayseason.ReadmoreNote(s):UnitedStates;October2022toJanuary2023;estimatesSource(s):MediaRadarRetailindustrydigitaladvertisingspendingintheUnitedStatesfrom2010to2025(inbillionU.S.dollars)RetailindustrydigitaladspendintheU.S.2010-2025100908070605040302092.238473.5565.5555.637.7929.77201923.55201819.02201715.83201613.13201510.9620149.598.217.171005.5220102011201220132020202120222023*2024*2025*8Description:In2022,digitaladvertisingspendingofretailersintheUnitedStatesamountedto65.55billionU.S.dollars.Thisfigureisexpectedtofurthergrowto92.2billiondollarsby2025.RetailistheindustrywiththelargestdigitaladspendintheU.S.,followedbyconsumerpackagedgoods(CPG)andfinancialservices.Acrossindustries,digitaladspendingisgoingtoamounttonearly264billionU.S.dollarsin2023.ReadmoreNote(s):UnitedStates;2010to2022;*Forecast.Figuresforperiodspriorto2019comeprompreviousreporting.

ReadmoreSource(s):eMarketer;InsiderIntelligenceMostpopularnationalandreligiouseventsintheUnitedStatesasofthe2ndquarterof2023MostpopularnationalandreligiousholidaysintheUnitedStates2023Rating40%0%10%20%30%50%60%70%80%90%ThanksgivingMemorialDayChristmas79%78%78%VeteransDayMother'sDayFather'sDay77%77%71%70%EasterMartinLutherKingJr.DayLaborDay69%69%Halloween68%67%NewYear'sEveSaintPatrick'sDayHanukkah63%57%9Description:Thanksgiving,Memorialday,andChristmasarethemostpopularholidaysintheUnitedStates.Accordingtoasurveyconductedinthesecondquarterof2023,Thanksgivinghadapopularityratingof79percent,followedbyMemorialDayandChristmaswith78percent.OtherfavoriteholidaysamongAmericans,includingbothnationalandreligiousevents,areFather'sDay,VeteransDay,andMother'sDay.ReadmoreNote(s):UnitedStates;Q22023Source(s):YouGovLeadingfactorsthatinfluencepurchasingdecisionsofconsumerswhenshoppingfortheholidaysintheUnitedStatesin2023LeadingfactorsinfluencingpurchasedecisionsduringholidayseasonintheU.S.202370%60%50%40%30%20%10%0%65%56%41%34%33%21%19%14%13%10Description:AccordingtotheresultsofarecentsurveyconductedamongU.S.consumers,pricewasthemainfactorthatinfluencedthepurchasingdecisionsofconsumerswhenitcomestoshoppingduringtheholidayseason.Pricewasfollowedbyquality.Morethanhalfofthosepolledsaidqualitywasaconsiderationfortheirholidayitempurchasingdecisions.ReadmoreNote(s):UnitedStates;July2023;281respondents;consumerswithhouseholdincomesof75,000USDormoreSource(s):OptimoveCHAPTER

02MarketinsightsandleadersPlannedchangesinholidayadvertisingspendingcomparedtothepreviousyearsamongmarketersintheUnitedStatesasofAugust2023ExpectedchangesinholidayadspendingamongmarketersintheU.S.202355%50%40%31%30%20%12%10%0%LessMoreAboutthesame12Description:AccordingtoasurveyconductedamongmarketersintheUnitedStatesinAugust2023,31percentofrespondentssaidtheywereplanningtospendmoreonholidayadvertisingcomparedtothepreviousyear.

ReadmoreNote(s):UnitedStates;August2023;18yearsandolderSource(s):comScore;NexxenRetailadvertiserswiththehighestawarenesslevelsamongconsumersduringthewinterholidayseasonintheUnitedStatesasofDecember2022HolidayseasonretailadvertiserswithhighestconsumerawarenessintheU.S.2022Shareofrespondents0%5%10%15%20%25%30%35%40%45%45.2%50%WalmartTarget38.8%Kohl's27.3%WalgreensCVS23.6%21.5%19.8%Macy'sJ.C.PenneyCostco16%13%12.5%11.2%TJMaxxSam'sClub13Description:AccordingtoastudyconductedamongconsumersintheUnitedStatesinNovemberandDecember2022,45.2percentofrespondentssaidtheysawanadforWalmartduringthetwoweeksprecedingthesurvey.Thiswasfollowedby38.8percentofrespondentsmentioningTarget,whileKohl'sroundedoutthetopthreewith27.3percent.ReadmoreNote(s):UnitedStates;November1toDecember25,2022Source(s):YouGovShareofsmallandmedium-sizedbusinesses(SMBs)concernedwithensuringtheirsocialmediaandmarketingplanispreparedaheadoftheholidayseasonintheUnitedStatesasofAugust2023,byindustryShareofSMBsconcernedwithholidayseasonmarketingplanU.S.2023,byindustry40%35%30%25%20%34%31%15%24%10%18%16%15%5%0%ConstructionandcontractingEntertainmentandrecreationFoodandbeverageHospitalityandaccomodationRestaurantandbarRetail14Description:DuringanAugust2023survey,34percentofsurveyedsmallormediumbusinessownersworkingintheentertainmentandrecrationindustryintheUnitedStatessaidtheywereconcernedwithensuringthattheirsocialmediaandmarketingplanwaspreparedaheadoftheholidayseason.Theretailindustrywasthesecondmostpreoccupiedonewith31percentofrespondentsexpressingconcern,whiletherestaurantandbaroneroundedoutthetopthreewith24percent.

ReadmoreNote(s):UnitedStates;August10to23,2023;681respondents;amongsmalltomidsizebusinessownersanddecisionmakersSource(s):MorningConsult;Verizon(VerizonBusiness)Shareofsmallandmedium-sizedbusinesses(SMBs)whoinvestedmoreinadvertisingfortheholidayseasontostaytop-of-mindwithcustomersintheUnitedStatesasofAugust2023ShareofSMBsinvestingmoreinholidayseasonadvertisingU.S.202340%35%30%25%20%34%15%10%19%19%18%5%0%10%StronglyagreeSomewhatagreeDon'tknow/noopinionSomewhatdisagreeStronglydisagree15Description:DuringanAugust2023survey,52percentofsurveyedsmallormediumbusinessintheUnitedStatessaidtheywereinvestingmoreinholidayseasonadvertisingtostaytop-of-mindwithcustomers.Conversely,38percentofrespondentssaidtheywerenotdoingso.ReadmoreNote(s):UnitedStates;August10to23,2023;681respondents;amongsmalltomidsizebusinessownersanddecisionmakersSource(s):MorningConsult;Verizon(VerizonBusiness)Mostpopularmarketingtacticssmallandmedium-sizedbusinesses(SMBs)usetogrowtheircustomerbaseduringtheholidayseasonintheUnitedStatesasofSeptember2023TopmarketingtacticsusedbySMBstogaincustomersduringholidayseasonU.S.2023Shareofrespondents0%10%20%30%40%50%60%PersonalizedemailsandtextsSocialmediaads52%42%Salesordiscounts40%16Description:AccordingtoasurveyconductedamongsmallbusinessdecisionmakersintheUnitedStatesinSeptember2023,52percentofrespondentssaidtheyusedpersonalizedemailsandtextstogrowtheircustomerbaseduringtheholidayseason.Thiswasfollowedby42percentofrespondentssayingtheyusedsocialmediaads.ReadmoreNote(s):UnitedStates;September2023;500respondents;amongsmallbusinessdecisionmakersatdirector+levelSource(s):Ascend2;ConstantContactCHAPTER

03HalloweenShareofHalloweenshoppersintheUnitedStatesthatexpecttospendmoreorlessonHalloweenin2023comparedtolastyearExpectedchangeinHalloweenspendingamongU.S.consumers2023Morethanlastyear14%Lessthanlastyear34%Aboutthesameaslastyear52%18Description:For2023'sHalloween,approximately15percentofconsumersintheUnitedStatesexpectedtospendmorethantheyhadin2022.JustoverhalfofsurveyedHalloweenshoppersbelievedtheywouldspendaboutthesameaslastyear.

ReadmoreNote(s):UnitedStates;October6to9,2023;2,317respondents;18yearsandolder;HalloweenshoppersSource(s):CivicScienceAnticipatedHalloweenexpenditureamongGenZconsumersintheUnitedStatesin2023ExpectedspendamongGenZforHalloweenintheUnitedStates202335%32%30%26%25%20%15%17%10%7%8%5%5%5%0%0USD1to100USD101to250USD251to500USD501to750USD751to1,000USD

Morethan1,000USD19Description:In2023,roughlyathirdofGenZconsumerslivingintheUnitedStatesplannedtospendbetweenoneand100U.S.dollarsonHalloween,makingitthemostcommonbudgetrangethatyear.Interestingly,themostcommonbudgetrangeforU.S.millennialswas101to250U.S.dollars.Onlyaboutfivepercentofzoomersintendedtospendoveragrand.ReadmoreNote(s):UnitedStates;August2023;1,476respondents;18yearsandolder;GenZconsumersSource(s):PowerReviewsAnticipatedHalloweenexpenditureamongmillennialsintheUnitedStatesin2023ExpectedspendamongmillennialsforHalloweenintheUnitedStates202335%30%30%25%20%15%10%5%28%20%8%5%4%4%0%0USD1to100USD101to250USD251to500USD501to750USD751to1,000USD

Morethan1,000USD20Description:In2023,nearlyathirdofmillennialslivingintheUnitedStatesplannedtospendbetween101and250U.S.dollarsonHalloween,makingitthemostcommonbudgetrangethatyear.Manyalsoplannedtospendunder100U.S.dollars.LessthanfivepercentofmillennialHalloweenshoppersintendedtospendoveragrand.ReadmoreNote(s):UnitedStates;August2023;10,164respondents;18yearsandolder;millennialconsumersSource(s):PowerReviewsRetailstoresusedbyGenZshoppersforHalloweenpurchasesintheUnitedStatesin2022StoresinwhichyoungU.S.consumersplannedtomaketheirHalloweenpurchases2022Shareofrespondents20%0%10%30%40%50%50%60%SpecialtyHalloween/costumestoreOnline43%Discountstore37%Departmentstore34%Clothingstore26%Grocerystore/supermarketThriftstores/resaleshopsHomedécorstore21%19%16%Local/smallbusinessCraftsoffabricsstore14%14%21Description:In2022,roughly50percentofU.S.consumersbetweentheagesof18and24saidtheywouldpurchasefestiveHalloweenproductsinspecialtyHalloweenstoresorcostumeshops.ManyGenZshoppersintheUnitedStatesalsoplannedtomakeuseofonlinechannels,discountstores,anddepartmentstoresthatyear.ReadmoreNote(s):UnitedStates;September1to6,2022;8,283respondents;18-24yearsSource(s):NationalRetailFederation;ProsperInsights&AnalyticsLeadingindustriesinHalloweendigitaladspendingintheUnitedStatesin2021(inmillionU.S.dollars)LeadingindustriesinHalloweendigitaladspendintheU.S.2021202020215.04.714.524.54.03.673.53.02.52.01.51.00.50.02.812.512.021.961.781.731.520.890.72ArtsandentertainmentConfectionsRetailStyle,fashion,andbeautyMediaThemeparks22Description:ArtsandentertainmentwasthecategorywiththehighestHalloween-themeddigitaladvertisingspendingintheUnitedStatesin2021,with4.52millionU.S.dollars.Thisindustryspent890thousandU.S.dollarsinHalloween-themeddigitaladvertisingin2020.ReadmoreNote(s):UnitedStates;July1toOctober102020andJuly1toOctober10,2021;onlyHalloween-themedadsSource(s):PathmaticsLeadingconfectionbrandsforHalloweendigitaladspendingintheUnitedStatesin2020and2021(inmillionU.S.dollars)LeadingconfectionersforHalloweendigitaladspendintheU.S.2020-2021202020213.53.02.52.01.51.00.50.03.082.540.270.220.170.06TheHersheyCompanyMars,IncorporatedFerrero23Description:TheHersheyCompanywasthetopconfectionbrandforHalloween-themeddigitaladvertisingspendingintheUnitedStatesin2021,with2.54milliondollars.Mars,Incorporatedfollowedwith165thousanddollars,whileFerreroroundedoutthetopthreewith66thousand.ReadmoreNote(s):UnitedStates;July1toOctober10,2020andJuly1toOctober10,2021;onlyHalloween-themedadvertisingSource(s):PathmaticsCHAPTER

04ThanksgivingLeadingBlackFridaydigitaladvertisersintheUnitedStatesin2021(inmillionU.S.dollars)LeadingBlackFridaydigitaladvertisersintheU.S.in20217665432102.71.21.10.9WalmartAnovaCulinarySweetwaterSoundBestBuyTheWallStreetJournal25Description:WalmartwastheleadingBlackFridaydigitaladvertiserintheUnitedStatesin2021,withaspendofsixmillionU.S.dollars.CookwareapplianceproducerAnovaCulinaryfollowedwithaspendof2.7millionU.S.dollars,whileSweetwaterSound-thecountry'stopmusictechnologyandinstrumentretailer-completedthetopthreewith1.2million.ThemajorityofbothAnovaandSweetwaterSound'sBlackFridaydigitaladvertisingwasonFacebook.ReadmoreNote(s):UnitedStates;2021Source(s):PathmaticsChangeinAmazonPrimeDaysponsoredadsspendingonfrom2019to2022ChangeinAmazonPrimeDaysponsoredadsspendintheU.S.2019-2022250%200%200%150%129%130%100%100%50%0%89%PrimeDay2019PrimeDay2020PrimeDay2021PrimeDay2022PrimeEarlyAccessSale202226Description:In2022,thespendingonAmazonPrimeDaysponsoredadsshownonincreased200percentonthespendingrecordedduringthepreceding14days.Thiswasthehighestincreaseinspendinginthepresentedperiod.

ReadmoreNote(s):UnitedStates;2019to2022;includessponsoredproducts,sponsoredbrands,sponsoreddisplaySource(s):PerpetuaLabsLimitedChangeinBlackFriday/CyberMondaysponsoredadscost-per-click(CPC)onfrom2019to2022ChangeinBlackFriday/CyberMondayAmazonsponsoredadsCPCintheU.S.2019-202214%12.3%11.7%12%10%8.4%8%6.5%6%4%2%0%201920202021202227Description:In2022,thecost-per-click(CPC)ofBlackFridayandCyberMondaysponsoredadsshownonincreased8.4percentontheCPCrecordedduringthepreceding14days.Costperclickisdefinedasthetotaladvertisingcostdividedbythenumberofclicks.ReadmoreNote(s):UnitedStates;2019to2022;includessponsoredproducts,sponsoredbrands,sponsoreddisplaySource(s):PerpetuaLabsLimitedSourcesfirstintroducingshopperstoBlackFriday/CyberMondaydealsintheUnitedStatesasofSeptember2021SourcesfirstintroducingshopperstoCyberWeekenddealsintheU.S.2021Shareofrespondents0%10%20%30%40%50%60%58%70%68%OnlineadsPromotionalemailsSocialmedia53%Printads44%TVcommercial41%In-storeads38%Word-of-mouth33%Catalogues/circulars/toybooksOnaTVshow(e.g.TodayShow,GMA,etc.)Fromtheradio/streamingradio28%15%15%28Description:AccordingtoaSeptember2021survey,themajorityofrespondingU.S.CyberWeekendshopperssaidtheyheardabouttheweekend'sdealsdigitally.Onlineadvertisementswerecitedby68percentofrespondents,whilepromotionalemailsandsocialmediawerecitedbyarespective58and53percent.Accordingtosurveyresults,28percentofrespondentssaidtheyconsultedphysicalcataloguesortoybookstofindoutaboutsales.

ReadmoreNote(s):UnitedStates;September17,2021;1,019respondents;amongindividualswhotypicallyparticipateinBlackFriday/CyberWeekendshoppingSource(s):NumeratorCHAPTER

05ChristmasWheredoyoufindinspirationforholidaygifts?WhereU.S.consumersgetinspirationforholidaygifts2021Shareofrespondents0%5%10%15%20%25%30%35%34%40%39%45%50%RetailerwebsiteE-CommerceplatformFriends/familyorsalesrepsBrandwebsites47%28%GoogleshoppingMobileapps21%19%18%SocialmediaTV/streaming9%Magazines7%Audio4%3%Celebrities/influencers30Description:Some47percentofrespondentsintheUnitedStatesstatedthattheygoin-storetoseewhat'sondisplayasasourceofinspirationforholidaygiftsduringa2021survey.Some34percentofrespondentsstatedthattheygetrecommendationsfromfriends,familyorsalesreps.ReadmoreNote(s):UnitedStates;13to27October,2021;800respondents;18yearsandolderSource(s):PMGCorporationSalesdaysonwhichshoppersintheUnitedStatesbuyholidaypresentsfrom2020to2022U.S.salesdayswhenmostpeopledotheirholidayshopping2020-202220202021202260%53%49%50%40%30%20%10%0%45%43%38%34%25%22%20%18%17%16%16%14%14%13%10%7%SinglesdayBlackFridaySmallBusinessSaturdayCyberMondayGreenMondaySuperSaturday31Description:BlackFridayledthewayformostpopularsalesdaysin2022,withoverhalfofAmericanshoppersintendingtopurchaseapresentonthisday.ThefewestrespondentsofthesameyearplannedtobuyagiftonGreenMonday,althoughthissalesdayhasseenthebiggestproportionalincreaseinpopularityfrom2020,risingfromsevento16percent.Severalsalesdaysareexpectedtoseedecreasedpopularityin2022.

ReadmoreNote(s):UnitedStates;September2022;1,234respondents;18-66;shoppersandKlarnacustomersSource(s):KlarnaTypesofretailersconsumerswilllikelyshopatforholidaygiftsintheUnitedStates,asofSeptember2023U.S.consumers'preferredtypesofretailersforholidayshopping2023Shareofrespondents30%0%10%20%40%50%60%70%Online-onlyretailersMassmerchantsOffpricestores63%53%25%DepartmentstoresWarehouseclubs24%24%32Description:AsofSeptember2023,63percentofsurveyrespondentsintheUnitedStatessaytheyarelikelytoshopforholidaygiftsthroughonline-onlyretailers.Overhalfsaytheyarelikelytoshopatmassmerchants,whileonlyaquarterprefershoppingatoffpricestores,departmentstores,orwarehouseclubsforfestivepurchases.ReadmoreNote(s):UnitedStates;August30toSeptember8,2023;4,318respondentsSource(s):DeloitteLeadinggiftsconsumersintheUnitedStatesplannedtobuyforothersduringtheholidaysin2023,byproductcategoryLeadinggiftsU.S.consumersplannedtobuyforothersduringtheholidays2023Shareofshoppers0%10%20%30%40%50%60%70%Clothing/shoesGiftcards57.5%45.9%Toys39.2%38.5%37.3%36.6%GamesElectronicsAccessoriesBooks28.8%Cosmetic/beautyproductsHomefurnishings/décorSportingequipmentServicesorexperiencesTools23.5%19.3%15.8%15.5%14.8%13.7%SmallorlargeappliancesNothing3.1%33/statistics/1289388/holiday-gifts-to-buy-for-others-usaDuringthe2023holidayseason,nearly60percentofsurveyedconsumersintheUnitedStatesplannedtobuyclothingand/orshoesasagiftsforotherpeople.Atjustover45percent,giftcardswerealsoapopularchoiceamongholidayshoppers.

ReadmoreNote(s):UnitedStates;August2023;1,095respondentsSource(s):JLLCHAPTER

06ConsumerinsightsHowearlyistooearlyforretailersandwebsitestoshowcaseholidayproducts?OpinionsonwhenitisstilltooearlytoshowholidayitemsintheU.S.202335%32%30%30%25%20%15%10%5%16%11%7%3%1%0%September1-14September15-30October1-14October15-31November1-14November15-30Noneofthesedatesaretooearly35Description:In2023,approximatelyathirdofconsumerslivingintheUnitedStatesfeltitwasstilltooearlyforretailersande-retailerstoshowoffholidayseasonproductsinthefirsttwoweeksofSeptember.Thatsaid,aboutthesamepercentageofpeoplesurveyedsaidthatnoneoftheprovideddatesweretooearlyforholidayitemstobeshowcasedinstoresoronline.ReadmoreNote(s):UnitedStates;August2023;18,906respondents;18yearsandolderSource(s):PowerReviewsConsumerattitudestowardscompaniesmarketingaroundholidaysintheUnitedStatesasofJuly2022ConsumerattitudestowardsholidaymarketingandadvertisingintheU.S.2022YesNoNotsure60%48%50%40%30%20%10%0%45%44%32%29%29%26%24%23%DoyoufinditappropriatewhencompaniesdevelopDoyoufinditappropriatewhencompaniesdevelopDoyoufinditappropriatewhencompaniesdevelopmarketingcampaignsoradvertisementsaroundreligiousholidays?marketingcampaignsoradvertisementsaroundculturalholidays?marketingcampaignsoradvertisementsaroundawarenessdaysforsocialcauses?36Description:AccordingtoasurveyconductedamongconsumersintheUnitedStatesbetweenJuneandJuly2022,45percentofrespondentssaidtheyfounditappropriatewhencompaniesdevelopedmarketingcampaignsoradsaroundreligiousholidays,while29percentsaidtheyfounditinappropriate.ReadmoreNote(s):UnitedStates;June28toJuly2,2022;1,000respondentsSource(s):MarketingCharts;YouGovLeadingaspectsofholidaymarketingandadvertisingcontentthatconsumerslikedthemostintheUnitedStatesasofOctober2023MostpopularaspectsofholidayadvertisingandmarketingintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%49%55%PromotionsanddiscountsFestiveholidaythemes42%NostalgicbrandingandthrowbackcampaignsHoliday-themedcontests25%20%19%18%EmotionalconnectionandstorytellingCharitableinitiativesandgivingbackPersonalizedproductrecommendationsCelebrityandinfluencerendorsementsUser-generatedcontentandcustomerstoriesInnovativeexperienceslikevirtualreality(VR)oraugmentedreality(AR)Other14%10%9%7%4%37Description:Accordingtoasurveycarriedout