Holiday 2024

Ahhh...August — the last gasp of summer before we get swept away by the great pumpkin spice tsunami. Of course, for those of you in retail, summer isn't just about beaches and barbecues. It's when the groundwork for all your holiday campaigns starts to take shape. Because, as every retailer knows, the holiday season can either make or break you…so it’s important to start laying the foundation now.

Before I co-founded Sheer Havoc, I spent years working with retailers across various industries including beauty, fashion, art, and food and beverage. So when it comes to the holidays, I know the stakes are always high, timelines are always tight, and the pressure is always on to deliver campaigns that cut through the noise and convince shoppers to buy, buy, buy.

I think it’s safe to say the upcoming holiday season will present some unique challenges for retailers and shoppers alike. With continued economic uncertainty and a looming presidential election, consumers are approaching holiday spending more thoughtfully. And retailers will need to adapt their strategies to meet this shift in behavior.

But don’t just take my word for it. Let’s look at the data.

Insights from 2023, predictions for 2024

According to the National Retail Federation (NRF), U.S. holiday retail sales in 2023 grew by 3.8%, reaching a record $964.4 billion. Despite economic challenges, shoppers remained engaged but became more intentional with their purchases. Consumers prioritized quality over quantity, seeking value and carefully selecting where and how to spend their money.

Deloitte’s 2023 Holiday Retail Survey echoed this sentiment, noting shoppers were increasingly selective — placing a higher value on thoughtful, well-planned purchases over impulsive spending. Many buyers focused on budget-conscious deals and 2023 saw a significant rise in early holiday shopping, as people spread their spending across the season to better manage their expenses and take advantage of promotions.

Looking ahead to the 2024 holiday season, the thoughtful shopping trend is expected to continue, with consumer spending projected to grow between 3.5% and 4.5%. People will most likely focus on balancing saving with spending on quality products that resonate with their values. Reports from Vericast and Salsify highlight the growing importance of brand transparency, quality, and meaningful connections with shoppers, who are becoming increasingly selective in their holiday purchases.

What does this mean for retailers?

As consumers become more thoughtful about how, when, and what they buy, retailers must evolve their holiday campaigns to not only focus on deals, but on prioritizing authentic, value-driven storytelling and high-quality creative — graphic design, copywriting, etc — that speaks directly to the emotional needs of buyers.

Holiday campaigns should be less about flooding the market with more ads and more about delivering creative that resonates deeply with your audience. Every touchpoint — from emails to social media to flyers to in-store advertising — needs to align with your brand’s promise.

Here’s how you can help make that happen.

How quality creative will define your holiday success

Align your message with consumer values

We know for a fact that over 60% of consumers say they prefer brands that align with their beliefs. This means your holiday messaging needs to go beyond the transactional and focus on telling stories that resonate with your customers on a deeper level.

Make an impression with strong visuals

Visuals matter more than ever. During the holiday rush, when attention is scarce, high-quality graphics can make or break whether a consumer engages with your brand. Every asset should be carefully crafted to make an immediate impact.

Less is more: focus on quality touchpoints

The holiday season may feel like a time to increase ad frequency, but keep in mind: this can overwhelm consumers who are already being bombarded with messages. Instead, try focusing on fewer but more impactful touchpoints. The goal is to resonate with your audience via thoughtful, well-targeted campaigns rather than sheer volume.

Make every campaign count

By focusing on quality creative and aligning your messaging with what truly matters to your audience, you can stand out in a crowded marketplace. Remember, it’s not about how much you do — it’s about how well you do it. Make every campaign count by delivering quality creative that connects and converts.

If you need help getting there, Sheer Havoc Flow is here to support you. Let’s make sure your holiday campaigns shine for all the right reasons this year.