Andrew Waber says, “When it comes to advertising during the all-important holiday season, there isn’t such a thing as “planning too early.” The competitive environment has only grown more intense over the past several years, and large, innovative advertisers are increasingly using the summer months as the time to meticulously structure their larger holiday season strategy and associated tactics.

As an addendum to last year’s column on the subject, I want to highlight some data-backed recommendations to take to heart as you begin to scope and spec out your holiday ad strategy.

1. Focus your big pushes around weekends
The most noteworthy change to purchase behavior during the holiday season is the shift of the heaviest same-day purchase activity occurring on weekends (email registration required), rather than the weekday-centric trend seen during the rest of the year”.

Christmas in July: 4 ways to maximize your holiday ad budget

Marketing Land

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