Media Insights

Marketer’s Recap Holiday 2020 | December Week 2

Learn how shipping cutoffs are impacting media performance as consumers rush to find last-minute holiday gifts and how marketers should capitalize on revenue opportunities.

With positive leading economic indicators and early ship cut-offs in place, Ovative continues to see strong performance across retailers as we wrap up the final weeks of holiday. Read all of our insights and what actions you should be taking below.


Macro Trends – What macroeconomic trends did we observe?

TREND 1: We’re seeing positive market indicators for US economic health and stability.

TREND 2: With 25% of retailers pushing up shipping cutoffs by at least a week and 12/15 marking the official shipping deadline for Christmas Eve delivery, retailers are pushing consumers to buy online and pick up items in store. 3


Ovative Cross-Client Trends – What trends did Ovative clients experience last week?

As the number of days before Christmas dwindle, performance remains strong as retail clients lean into spend to maximize revenue prior to shipping cutoffs.

  • Retailers in general performed well last week with strong revenue and traffic comps to last year, driven by continued competitive promotions and increased consumer demand as consumers rushed to shop earlier than previous years before shipping cutoffs.
  • As expected, we saw week over week spend declines post-Cyber 5 deals and improved efficiency on reduced competition.
  • Paid Search in particular delivered strong performance across many clients post-Cyber Week as consumers were searching for last-minute gifts, resulting in increased non-brand traffic.

So what? Holiday isn’t over! Last year, Super Saturday (the last Saturday before Christmas) was the largest in-store shopping day in 2019. Lean into buy online, pick up in store opportunities to ensure consumers can get their purchases in time for the holidays. In tandem, continue to plan big for 2021, leveraging holiday insights to inform media strategies.

Ovative is a digital-first media and measurement firm seeking to transform the measure of marketing success. At Ovative, we help brands move the needle. We are curious. We value your brand. We want to see you succeed. Connect with us to learn more!


Sources:
1 | The New York Times, Moderates Propose $748 Billion Compromise on Stimulus, December 2020
2 | Bloomberg, U.S. Factory Output Rises More Than Forecast on Auto Production, December 2020
3 | CNBC, Buyers Beware: Here’s Why It Might Be Too Late to Order Your Holiday Gifts Online, December 2020
4 | CNBC, Coronavirus Vaccines Will Get GPS Tracking and Flight Priority, UPS, FedEx Say, December 2020
5 | CNet, Apple Starts Two-Hour Delivery From Its Retail Stores for $5, December 2020

Bethany Hawthorne

Bethany Hawthorne

Director, Client Services

About the Author

Bethany is a Director of Client Services at Ovative where she leads client engagements and delivery for Ovative’s leading ecommerce and retail clients. In her role, Bethany is responsible for defining and implementing cross-channel media strategies and driving operational excellence across marketing disciplines. Prior to joining Ovative, Bethany spent the last 10+ years on the agency side driving digital... Read More >>

More Media Insights

Retail Media Advertising

The Rise of Retail Media Advertising

Driven by the surge in e-commerce spending over the last two years, brands’ desire to target consumers close to... Read More »


Jenna Irwin

Jenna Irwin

Senior Manager, Consulting

Performance Max Update

Performance Max is Here to Stay. What Does this Mean for Marketers?

Google has officially announced the transition of Smart Shopping and Local Campaigns to Performance Max, with accounts automatically transitioning... Read More »


Chris Thueringer

Chris Thueringer

Director, Paid Media

Holiday 2021 Cyber 5 Recap

Marketer’s Guide to Holiday 2021 | Edition 8: Cyber 5 Performance Recap

Read more on industry and Ovative client trends, implications, and action you should take in response to Cyber 5... Read More »


Emily Voigtlander

Senior Manager, Client Services

accent bar