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It’s shaping up to be another odd holiday spending season for both brands and consumers. It’s hard to believe it’s already been three years, in the early months of Covid, that retailers had lower-than-usual markdowns as they struggled to keep shelves stocked thanks to supply chain delays. Then, came huge consumer spending fueled by stimulus payments. Fast forward to spring 2022, when excess supply ushered in a wave of deep discounts.
Now, retailers are dealing with another unprecedented (too soon to start using that term again?) situation as consumers think twice about discretionary spending. Americans are more focused on spending their money at the grocery store and the gas pump than they are shopping for new clothes, dining out — and potentially — the holidays.
Take Under Armour’s recent news… The athletic retailer fell short on profit margins in the fiscal fourth quarter, despite beating earnings and revenue expectations. But drove higher sales, in part, by offering lower prices. These results could signal that to move merchandise, companies will need to offer deep discounts. Good news for consumers, but nerve-wracking for brands.
But, of course, it’s not all doom and gloom. Sales and clearances only support profits when they’re advertised efficiently. So, there are unique marketing opportunities for agencies and sellers looking to work with traditional holiday spenders leading up to Q4. Download our latest eBook, 39 Holiday Spenders Planning in Q3 2023 to uncover which brands are kicking off their planning quarter right now, so you can reach out and support them through holiday spending.
Here’s a preview of the holiday spenders on our radar:
- This automaker will likely return to higher spend and pursue additional influencer partnerships similar to their roster of Sydney Sweeney, Dee Bryant, and Kai Lenny.
- After launching a new product, this beer brand is exploring experiential activations via partnerships with Coachella and Formula 1. And will likely pursue more.
- This internationally recognized athletic brand started ramping up Facebook spend in August last year, when it went from $7.1 million to $10.8 million and stayed above that threshold for the remainder of the year to stimulate holiday sales.
- This multinational beauty company is currently primarily focused on measuring and optimizing ROI and building its marketing, digital, and commercial teams in order to do so. The company is also expanding into new categories and gradually increasing its advertising spend.
- In partnership with Jonathan Adler, this whiskey brand, is leaning into the love of game nights with its recent launch of a limited-edition game night kit. As a result. it will continue investing in collaborations with influencer partners and return to higher spend.
The experts at Winmo expect to see these branding planning in Q3 2023 flesh out their digital campaigns, update their agency rosters, and hunt for new marketing channels leading up to their holiday spending increases.
In this eBook, you’ll access the insights Winmo customers implement on a daily basis, including:
- Thirty-nine brands planning in Q3 with unique marketing opportunities for agencies and sellers leading up to their holiday spending increases
- CMO contact info to ensure you reach the right person the first time.
- Opportunity analysis tailored to different seller types.
- Spend details, audience demographics, and insights to fuel your outreach.