Digiday+ Research: E-commerce faces competition this holiday season, while brands focus social content on hauls and unboxing

Holiday prep is well underway for brands and retailers, who are already busy fine-tuning their channel and pricing strategies. Brands are also readying their gift guides and haul and unboxing social marketing content, while watching old-school marketing tactics like catalogs closely and potentially putting a bit less emphasis on e-commerce.

This is according to Digiday+ Research, which 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. Digiday also interviewed executives at Bespoke Post, Tanger and Afterpay to learn about their plans and expectations for the upcoming holiday sales season.

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