Digiday+ Research: Brands, optimistic about holiday sales, focus marketing efforts on e-commerce and social

It’s that time of year again — the holiday season is upon us. As brands and retailers ready their sales sprint through to the end of the year, Digiday+ Research examined which commerce channels are dominating their 2024 holiday sales plans. We also looked at the holiday discounts brands and retailers are offering, and the revenue expectations that are guiding their strategic decisions during the all-important fourth quarter.

To do so, Digiday+ Research surveyed 71 brand, retailer and agency professionals about their past and current use of sales channels during the holidays, their past and current holiday marketing tactics, as well as how their current holiday season discounts and holiday revenue expectations compare to last year’s. We also interviewed executives at Bespoke Post, Tanger Outlets and Afterpay to learn about their plans and expectations for the upcoming holiday sales season.

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