Black Friday is really shading into Grey Thursday. Accenture reports that Black Friday should see 55% of US shoppers taking advantage of the sales that day, up from 53% in 2012. With more retailers pulling back store hours to open on Thanksgiving evening, sales will start sooner rather than later. Walmart, Macy’s, JCPenney and others have announced sales beginning 8pm on Thanksgiving evening. Kohl’s is running a mobile campaign: text “save07” to Kohl’s mobile push notification feature to get shopping alerts as the day approaches and to help drive store traffic. With massive lines and consumers on the go, there is no better time to leverage mobile demand-side platforms (DSPs) and push in-app display advertising. A captive audience online is fertile ground to push your ad while they are playing Angry Birds, waiting for their chance to get that 50-inch flat screen TV. The whole notion of layaway is back stronger than ever for many retailers. Regular messaging to your mobile channel is essential for retailers to remain relevant with their holiday shoppers.
Thanksgivukkah has been coined to note the anomaly for American Jews. The first day of Chanukah (and 8 days of gifting) starts at sunset on November 27, the night before Thanksgiving on November 28. It turns out this has never happened before, and will never happen again. The next time Chanukah falls on November 27th is 2146 (which happens to be a Monday). Therefore, 2013 is the only time Chanukah will ever overlap Thanksgiving. Mobile as media for the moment is a solution that can help to capture this added gifting pressure and buying power of American consumers around Thanksgiving.
Cyber Monday this year falls on December 2nd. The US Interactive Advertising Bureau reports that revenue from mobile ads and searches more than doubled in the first half of 2013 reaching $3 billion.
Accenture’s holiday shopping survey states 49% of the customers surveyed confirm that they have budgeted three quarters of their purchases for discounted or sale items this holiday season. Mobile couponing is an absolute must this holiday season.
Giving Tuesday is December 3rd. If you are a not-for-profit you might want to check out its website at givingtuesday.org. This is a daylong US-wide effort to help charities raise money online during the holiday season. Last year about 2600 not-for-profits drew donations on giving Tuesday. Large participants like the American Diabetes Association, smaller participants like the Woolly Mammoth Theatre Company and local groups like Minnesota Gives representing 4300 not-for-profits in their state, will all be vying for the same dollar. You see, unlike retailers who know their competition, not–for-profits compete for every philanthropic dollar given. Yes, the American Diabetes Association may be competing for a donation that could go to a Church, a University, a Museum, or any other celebration of philanthropy. All the more reason why these 501 c 3 organizations should be establishing mobile database initiatives and communicating regularly with mobile channel opt-in subscribers.
We don’t know what next year’s holiday season will hold. With the Interactive Advertising Bureau reporting mobile’s share of total online ad spending in the U.S. more than doubling to 15% during the first half of 2013, I can assure you this media for the moment will only increase its portion. Don’t miss “the call” to “ring” in the holidays with mobile marketing solutions.