2022 Holiday Marketing: Brands Now Planning for Increased Consumer Spending

Midway through October, brands around the country preemptively lay out their 2022 holiday marketing campaigns. Consumers already bear witness to hundreds of holiday-themed ads, music, displays, and products. Now, many wonder why companies seem to be starting earlier and earlier.

Looking at Preemptive 2022 Holiday Marketing Figures

The answer, as with much in business, revolves around money. Despite record levels of inflation, consumers plan on spending more this year than last on holiday gifts. In fact, the Harris Poll 2022 Annual Holiday Consumer Shopping study found that shoppers intend to spend 6% more than last year.

Overall, this estimated increase stands at roughly $60 in additional consumer spend. Furthermore, retail sales forecast to increase by over 7%.

Why Companies Launch Their 2022 Holiday Marketing So Soon

It is no secret that the holiday season marks one of the biggest shopping times of the year. Notably, countless companies accumulate large percentages of their annual sales throughout this timeframe. But, that’s not the only reason so many decide to begin so quickly into the year.

Gaining a Competitive Edge

Marketing, like all facets of business, revolves around competition. Although not directly linked to the final dollar amount, gaining that competitive advantage with the 2022 holiday marketing season largely falls on good timing.

Throughout the competitive landscape, consumers face hundreds of ads per day. Starting early offers consumers the chance to form a baseline impression with a brand before others have their shot.

Meeting Demand

As time draws closer to the end of the year, meeting demand grows tougher for companies. While 2022 holiday marketing increases its saturation, the supply chain tightens.

Notably, consumers desire to start holiday shopping earlier. For example, Peloton faced numerous supply chain issues last year. Eventually, these culminated in a downward spiral for the pandemic-superstar. By spreading sales out over a longer period of time, businesses spread out supply delivery, enhancing their ability to meet pending demand.

Creating Failure Wiggle Room

Finally, early 2022 holiday marketing creates wiggle room for failure. At present day, it is very common for a marketing campaign to face backlash (or, arguably worse, no reaction at all).

With the longer advertising timeframe, brands give themselves time to test out different campaign strategies and variables. More so, they have more time to pivot in the event that they aren’t seeing the desired sales activity.

Launch Your 2022 Holiday Marketing Strategy

Although the holiday season is renowned for its commercial importance, contemporary consumer behavior encourages brands to make their moves early and often. While additional profit might be the ultimate goal, establishing a longer timeframe also benefits the supply chain and advertising efforts as a whole.

To launch your 2022 holiday marketing strategy, book an Intro Conversation with the digital advertising and branding specialists at Rizzo Young Marketing LLC.