Complimentary Report: Winter Holiday: 'Tis The Season For Retailers

Last year, winter holidays accounted for nearly 20% of annual retail sales, or nearly $601.8 billion. With virtually one fifth of sales rolling in at the end of the calendar year, it is crucial for retailers to maximize their advertising budgets to best reach target consumers, get them into stores, and convert holiday cheer into sales dollars.

In this report, Kantar Media has examined critical trends driving the end-of-year advertising flurry, using 2013 data as a benchmark for the trends we can expect this year. In addition to our general advertising spend data, we've used our AdScope tool to analyze occurrence, expenditure, and creative data for holiday-themed ads-advertising that featured "Thanksgiving", "Black Friday", and "Winter Holiday" messaging during the months leading up to the year's biggest holidays.

Highlights of this brief include:

  • Measured ad expenditure by industry
  • Measured retail ad expenditure by time period, media, and advertiser
  • Measured retail ad expenditure by store department for discount department stores
  • Creative strategy analysis

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