67% of consumers are anticipating marketing fatigue by November 1, 2024, according to a study by Optimove Insights, the analytical and research arm of Optimove.
Marketing fatigue occurs when consumers feel overwhelmed by the volume or repetition of brand messages, leading to reduced engagement and negative perceptions.
At the same time, the Report on Consumer Shopping Intentions for Holiday 2024, which offering insights for marketers looking to optimise their holiday strategies, reveals a rise in consumer confidence and underscores that brand loyalty remains steadfast. For the 2024 holiday shopping season, retailers can use these insights from the report to boost sales and foster long-term customer relationships. By prioritising personalised, relevant marketing and delivering exceptional customer experiences, brands can position themselves to engage, and not alienate, their customers this holiday season.
Key Insights from the Report:
- Rising Consumer Confidence: Consumer confidence is up, with 50% of respondents expressing optimism about the economy, an increase from 26% in 2023. This new confidence can translate into higher holiday spending intentions, as 61% plan to budget more for gifts this year.
- The Power of Brand Loyalty: The report underscores the critical role of brand loyalty, revealing that 95% of consumers are likely to revisit a brand after a positive experience. Moreover, 58% prefer to shop at familiar stores, highlighting the need for retailers to focus on building strong customer relationships (see image 1).
- Balancing Marketing Fatigue: With 67% of consumers anticipating marketing fatigue by November 1st, the report stresses the importance of delivering relevant and personalised messages to maintain engagement and avoid overwhelming customers (see image 2).
- Omnichannel Shopping Experience: Sixty-four percent (64%) of consumers plan to shop online during the holiday season, underscoring the importance of integrating online and offline channels to provide a seamless shopping experience.
- Trust and Transparency: Trust in online brands is high, with 66% of respondents confident in the security of their personal information. Brands must prioritise data protection and transparent communication to maintain and build consumer trust.
- Environmental Commitment: Consumers are increasingly drawn to environmentally conscious brands, with 79% considering a brand’s environmental efforts important, and 76% willing to pay more for eco-friendly products.
Pini Yakuel, CEO of Optimove, said: “This report is a window into consumer attitudes and intentions for shopping for the upcoming season. For leading marketers, it can guide strategies and actions to drive customer loyalty and optimise lifetime value. It will be critical that brands engage with consumers to enhance their relationships – not alienate or overwhelm consumers with irrelevant impersonal messages. The bottom line is that customers have high expectations that a brand knows them and interacts with them accordingly.”
Methodology:
The Optimove Insights Report on Holiday Shopping for 2024 is based on a survey of retail shopping intentions conducted in July 2024, querying 280 US citizens aged 21-plus with household incomes of $75,000 or more.
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