Consumers are approaching the 2024 holiday season with mixed feelings. Sixty-seven percent of them expect to feel marketing fatigue by November. On the other hand, optimism about the economy is rising, with 50% feeling positive and over 60% planning to spend more on gifts.
Optimove’s 2024 Consumer Shopping Intentions Report highlights the need for brands to strike a balance, capturing consumers’ holiday enthusiasm without overwhelming them.
Marketing fatigue—characterised by reduced engagement and negative brand perception due to excessive or repetitive messages—stands out as a risk for brands aiming to maximise holiday sales without alienating shoppers.
Loyalty remains another key focus for consumers, with 95% saying they would revisit a brand after a positive experience, and 58% showing a preference for familiar stores. This loyalty aligns with the importance of nurturing relationships with existing customers through tailored, relevant messages that speak to their needs and preferences.
The report also highlights the significance of an omnichannel shopping experience. Sixty-four percent of consumers plan to shop online this season, making it essential for retailers to integrate their online and offline channels for seamless customer journeys.
Additionally, trust in online brands remains high, with 66% of consumers confident in the security of their personal information, emphasising the need for data protection and transparent communication.
Finally, environmental responsibility is gaining traction among shoppers, with 79% of respondents valuing brands’ eco-friendly efforts, and 76% willing to pay a premium for sustainable products. For brands that prioritise these values, the report suggests an advantage in appealing to this growing consumer expectation.