Who wants to get up at 5 am on their day off? That is the attitude many Americans have embraced since wiping Black Friday off of their schedules. But thanks to the fast paced technologically advanced world we live in, consumers no longer have to cut coupons and set alarms to receive the best deals on their Holiday gifts. The consumer driven world is based on instant gratification and marketers have developed a plan that adheres to all their demands
Over the past two years, retailers have morphed their infamous shopping day into a new tradition: Cyber Monday. According to Fast Company, “Cyber Monday sales totaled $687 million” in 2006. Since the majority of consumers’ online purchases are made during business hours anyways, retailers learned to apply this trend to revitalize our holiday shopping experience.
We now have the best of both the materialistic and affectionate worlds during the holiday season: we can enjoy quality time with our family and friends and still purchase our “must have” items. The only fall back is that consumer’s now spend Monday scanning the Internet at work looking for great gift ideas instead of focusing on their normal everyday responsibilities and tasks. Crossing our fingers that our boss won’t catch us! But this change in pace has also caused a seismic shift in the advertising world. Budgets for print and broadband ads are being redistributed into interactive/digital campaigns. The alteration in distribution channels has clients fighting for their banners and skyscrapers to run during this crucial timeline. But marketers have embraced this change. The interactive switch gives them the in the opportunity to create promotional campaigns that will generate a larger database of qualified sales leads and a more accurate account and understanding of their target market.
Consumers shopping habits are evolving and simultaneously, the advertising world must follow suit. Seasons greetings from new media!