SAN FRANCISCO, September 21, 2023 -- Samba TV today announced key findings from its 2023 Holiday Report conducted with global research firm HarrisX. The report provides valuable consumer insights for businesses and marketers on the upcoming holiday shopping season, including that the majority of shoppers are planning to spend the same or more money on holiday shopping this year despite economic challenges. The research surveyed more than 2,500 American adults and provides valuable information on changing shopping preferences and challenges that advertisers will face in connecting with shoppers during the upcoming holiday season.
Key findings from Samba TV’s 2023 Holiday Report:
Millennials Shaping Holiday Shopping Trends, Planning to Spend Dramatically More Than the Average Shopper
"As we approach the holiday season following a difficult economic climate, our comprehensive consumer survey reveals key insights that reveal consumers are planning to spend more this upcoming holiday season," said Ashwin Navin, Co-Founder & CEO of Samba TV. “One of the standout findings from the report is the significant influence that millennials will have on this year’s total holiday spend. With social media and TV ads among the top three vehicles for holiday shoppers to get gift ideas, this presents an opportunity for marketers to leverage an effective omniscreen approach to connect with this influential demographic.”
Hybrid Shopping (Online and In-store) is the New Normal; Black Friday and Cyber Monday Crucial for Brands as Majority of Shoppers Wait Until After Thanksgiving to Begin Holiday Shopping
"Most shoppers are planning to delay their holiday shopping until after Thanksgiving, making Black Friday and Cyber Monday crucial days for brands to capture attention and drive conversions this year. And don’t forget about your deal shopper. With the bulk of this year’s dollars spent planned for purchases for oneself, consumers are using these holiday sales to get in on deals for themselves," continued Samba TV’s Navin.
Embracing New Platforms and Technologies: How Advertisers Can Reach Today's Digitally Savvy Holiday Shoppers
“Consumer spending is steady despite the economic turmoil, but their approach to buying goods and services this holiday season is increasingly more diverse and disaggregated,” said HarrisX CEO Dritan Nesho. “To reach today’s hyperconnected consumers, retailers need disciplined and persistent multi-channel strategies for both advertising and sales; these shoppers increasingly say their buying behavior is influenced as much by social media and streaming as it is by traditional advertising, and they usually partake in digital activities and purchasing concurrently and across multiple screens.”
This survey was conducted online within the United States from August 22-30, 2023, among 2,507 adults and 2,171 holiday shoppers in the United States by HarrisX. The sampling margin of error of this poll is plus or minus 2.0 percentage points and plus or minus 2.1 percentage points for holiday shoppers. The results reflect a nationally representative sample of U.S. adults. Results were weighted for age, gender, region, race/ethnicity, income, mobile carrier, streaming subscriptions, and party ID where necessary to align them with their actual proportions in the population.
Read and download the full report here.
About Samba TV
Samba TV has transformed the TV from a pane of glass on the wall to a window into the heart of audiences. We are the global leader in television technology powering real-time insights and audience targeting to enable unparalleled marketing efficiency and effectiveness. Our proprietary first-party data from tens of millions of opted-in televisions, across more than 20 TV brands sold in over 100 countries, provides advertisers and media companies a unified view of the entire consumer journey. Our independent currency-grade measurement has future-proofed advertising for the next generation, empowering advertisers to connect with their audiences on any platform, across every screen.