2018 was a year of unpredictability and unexpected consumer behavior when it comes to holiday spending.
Holiday sales grew by 2.9% from the previous year but fell short of the National Retail Federation’s forecast which projected 4.3% to 4.8% growth year-over-year (YoY).
In addition, Q4 was a time of changing consumer behavior where sales in the first half of the holiday season grew at a much higher rate (5.1%) compared to the second half of the season (0.9%).
Whether this behavior was unique to 2018 or an indicator of what’s to come, marketers should take a good look at last year’s consumer preferences, shopping habits and attitudes toward each major Q4 holiday to make the most of the 2019 holiday season.
Yes Marketing analyzed over 8 billion emails sent in Q4 on behalf of hundreds of their clients across industries to assess the performance of holiday-themed messages and to learn how timing and incentives impacted engagement.
This Holiday Marketing Guide includes holiday insights from 2018, identifies opportunities for 2019, and offers best practices to capitalize on the upcoming holiday season and keep that momentum going well into the new year.