Start early, plan strategically: timing is everything
Before October, 26% of consumers are already on the lookout for deals, rising to 78% by November. One in two people deliberately postpone major purchases until the last quarter of the year in order to benefit from discount campaigns. And they are not just shopping for others. Quite the opposite: a full 91% also use the events to buy presents for themselves.
If you're late, you lose. Early and strategic communication of offers is crucial to attract the attention of consumers before the competition catches up with them.
Black Week vs. Christmas: Generations tick differently
While Black Week is a real buying magnet for the younger target group - a full 76% of 18 to 29-year-olds are encouraged to make a purchase by the offers - the older generation remains more reserved. Only 38% of 60 to 69-year-olds make a purchase here. However, Christmas brings the generations closer together: 69% of 18-29 year olds and 48% of 60-69 year olds are motivated to buy by the festive atmosphere and the offers. It turns out that the younger target group in particular is highly responsive to such events, while older shoppers remain more selective.
In order to advertise efficiently during the hot phase, retailers should focus their communication both on special offer events and on specific target groups. Around Black Week, rely on data-based and personalised digital channels, such as online audio or reels, to appeal to the younger generation. Combine this with traditional channels such as printed brochures and TV adverts during the Christmas period to reach older target groups.
The right offer communication: less is more
Despite the enthusiasm for end-of-year discount campaigns, there is also criticism: 39% of consumers find discounts untrustworthy, 31% are bothered by artificial scarcity and 59% often find the communication of offers intrusive. Almost three quarters would like "fewer but better offers"
Authenticity and creativity are key to standing out from the crowd. Your messages should be seamlessly embedded in your customers' customer journey. We support you in integrating the right channel at the right time in your customers' individual customer journey. The focus is on creating trust and providing orientation.
Cross-media and local: the perfect channel mix
The choice of communication channels is crucial. Printed brochures and retailer websites are the most important channels at 85% each, closely followed by retailer apps and price comparison websites. However, the study also shows that consumers use a variety of channels and compare prices intensively before making a purchase. Also exciting: over half of all respondents stated that AI will become more relevant for searching for offers in the future - among 18-29-year-olds, the figure is as high as 66%.
With a combination of analogue reach and digital precision, we offer tailor-made solutions that combine local proximity with a cross-media strategy. This turns wish lists into full shopping baskets.
Emotions and strategy decide the year-end rally
The end-of-year rally is more than just a battle for discounts - it is a competition for attention, trust and emotions. Retailers who plan early, understand their target groups and rely on a clever combination of channels have the best chance of securing market share in the year-end business.
With innovative solutions and a deep understanding of retail, MEDIA CENTRAL helps you to optimise your offer communication and reach consumers in a targeted manner. Feel free to contact us!