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Financial concerns threaten the 2023 holiday shopping season

The economy has finally replaced COVID because the main way to obtain anxiety for consumers as brands plan the vacation shopping season.

Actually, financial concerns have surged a lot more than 150% YoY, while concerns about COVID have declined from 52% to 16%. These financial concerns may be more pressing than concern with the herpes virus, with those looking to have a standard holiday shopping season dropping from 60% in 2022 to 49% this season.

The info result from The Annual Holiday Shopper Survey for Marketers, a survey of over 900 U.S. consumers polled by the Emodo Institute, the study arm of audience, inventory and creative solutions platform Emodo.

Dig deeper: Regardless of enough time of year, theres any occasion you ought to be planning for a campaign for

More findings. As well as the headline findings, the survey also reported that:

  • While a lot more than 60% of women expect the perceived recession with an impact on their own families, less than 40% of men share that concern.
  • Hispanic individuals are the most worried about a financial impact.
  • Consumers say theyre more likely to stop shopping later in the growing season.

The entire findings are available here.

Why we care. This may not be considered a huge sample, although Emodo says its representative, but these results constitute an early on warning that years holiday shopping days may not equal the resounding successes of 2020 and 2021.

Although monetaray hardship was certainly experienced by many through the long months of lockdown and remote working, its also true that lots of saved money and had disposable cash once the holidays came around. This season, people could be feeling somewhat safer; however they can also be feeling broke.


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CONCERNING THE Author

Kim Davis may be the Editorial Director of MarTech. Born in London, but a fresh Yorker for over 2 decades, Kim started covering enterprise software a decade ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarkets The Hub, a separate marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a posture he held until January 2020. Ahead of employed in tech journalism, Kim was Associate Editor at a fresh York Times hyper-local news site, THE NEIGHBORHOOD: East Village, and contains previously worked being an editor of an academic publication, so when a music journalist. He’s got written a huge selection of NY restaurant reviews for an individual blog, and contains been an intermittent guest contributor to Eater.


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