{"id":4249834,"date":"2020-11-10T11:07:00","date_gmt":"2020-11-10T11:07:00","guid":{"rendered":"https:\/\/www.deptagency.com\/insight\/how-are-big-brands-advertising-this-festive-season\/"},"modified":"2020-11-10T11:07:00","modified_gmt":"2020-11-10T11:07:00","slug":"how-are-big-brands-advertising-this-festive-season","status":"publish","type":"article","link":"https:\/\/www.deptagency.com\/en-nl\/insight\/how-are-big-brands-advertising-this-festive-season\/","title":{"rendered":"How are big brands advertising this festive season?"},"content":{"rendered":"
\n\t\n\t<\/svg>\n\t\t\t\n\t\t\tBack to all articles\t\t<\/span>\n\t\n<\/button>\n\t\tHow are big brands advertising this festive season?\t<\/h1>\n\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t<\/picture>\n\t\n\t<\/div>
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\n\t\tMellissa Flowerdew-Clarke\t\t
\n\t\tVP of Marketing, EMEA\n\t\t\t<\/div>\n<\/div>\n\t
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\n\t\t\t\t\t10 November 2020\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t\t<\/div>\n<\/div>\n\n
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\n\t\t\t\t\n\n\t\tThe Golden Quarter is the most lucrative time of year for retailers, with many brands relying on December for 50-80% of their total annual revenue. But with COVID-19 wreaking havoc, the festive season this year will be different for most. How can retailers hit their revenue target with brick and mortar stores continuing to struggle, and consumers saving more and spending less? And what does the current consumer mood mean for the boldly produced brand campaigns usually broadcast this time of year?\t<\/h2>\n\n\n\t\tAs England enters Lockdown 2.0 and non-essential stores close for the second period this year, retailers are bracing for an even tougher Q4.\u00a0 With pre-christmas footfall now stationary, even if the lockdown eases as planned on the 2nd December, retailers are expecting a 62% drop in footfall Y-O-Y in the 6 weeks to Christmas. On a positive note, 42% of UK shoppers look set to spend the same amount as last year on their holiday purchases, with 27% looking to increase their spend on their immediate family. As this year has shown, online is the new high street. And for those who haven\u2019t invested in their online customer experience, e-commerce and digital marketing, this year could well be a right off.\u00a0

Despite this gloomy introduction the show will go on for many brands, but the script might be different.\u00a0\t<\/p>\n\t\t\t<\/div>\n\t\t\t<\/div>\n\n\t\n\t