September, 2022 - Mason Interactive

Holiday planning for e-commerce brands is underway, and every year we proactively take this time to position our clients for success in preparation for the busy Q4 holiday shopping season. Historically, Cyber Five was the key revenue driving period for brands, but YoY data indicates that consumers are starting their shopping earlier, and many have already made a purchase.

In the current macroeconomic climate, we are preparing for another year of uncertainty. As your agency partner, we want to be transparent about the market trends and data we are gathering from our partners at Google and Meta.

Key Challenges & Observations

Consumer purchasing is split making each month critical
- October = 32%, November = 32%, and December = 36%
- One miss = ⅓ of holiday
Consumers are shifting away from branded searches
- Aggregate total:
  - Branded: -3%
  - Generic: +1%
Consumers are on the lookout for deals and open-minded about who they buy from
- 36% said they purchased a brand different from their preferred brand to get a better price
- 30% shopped at a store that was not their preferred store
- 56% will hold off on buying gifts until they are on sale
Free shipping options and fast delivery have become table stakes for retailers during Holiday
- Besides price, the top factor that determines where holiday gifts are purchased from:
  - Free Shipping/Shipping Speed
  - Convenience/Proximity to Store Location

Source: Google Internal Data, 2020-2022.

Ways to Win Your Holiday

Be Proactive – We’re recommending that partners supply creative with an increased discount (20% vs 25%) in the event that we need to swap in order to be more aggressive in market
Be Flexible – Base and stretch goals are going to be key to winning your Holiday push
Be Nimble – ROAS floors are a great way to strike while the iron is hot. Confirm ROAS bands with your team to speed up decision making in the moment

Quick Stats: Think With Google

People are shopping earlier than ever
- 26% of shoppers globally have already begun their holiday shopping.
- Many people research and shop months in advance of events, and this year is no exception

Those who have already begun their holiday shopping want help with:
- 47%: Gift ideas and inspiration
- 44%: Starting gift lifts
- and 18% have already made a purchase

Unboxing videos, written recipes, home improvement blogs, and more all help to inform buying decisions

67% of YouTube viewers surveyed have made a purchase as a result of sponsored content
- Video ads can help brands deliver relevant, personalized experiences to audiences at their most engaged moments

64% of U.S. holiday shoppers who used Google said they did so for “discovery and inspiration”
- Visual shopping experiences such as lifestyle photography, videos, and customer reviews can make lasting impressions

Omnibuyers: Searches containing “near me in stock” have grown in the US by more than 90% YoY
- Omni Buyers are paving the way for “intuitive shopping,” where people browse and find inspiration concurrently, online and offline, across multiple product categories
- In the US, people are shopping across seven categories in a two-day period
Searches containing “cheap and best” have grown globally by over 40% YoY
76% of US shoppers want to buy higher-quality products that last longer
- Promote your deals, shopping, and return benefits, in-store inventory, and store pickup options in your messaging and on Search

Best practices for making your holiday advertising shine

If you’re not already a Mason client, book a consultation with our team and we’ll work on a tailored approach for your brand, together.

We’re thrilled to announce that Mason Interactive has won an RFP from Robert Louis Stevenson School to deliver a best-in-class paid media and email marketing strategy for the New York City-based independent private school.

Stevenson is an independent college preparatory school with therapeutic components designed to promote academic engagement and social-emotional connections.

“Stevenson’s small, specialized learning environment resonates with students of varied backgrounds, and, time and time again, students have demonstrated a proclivity for finding and valuing commonalities in each other’s life experience.“
Chris Ongaro, EdD – Head of School

The Robert Louis Stevenson School was founded in 1908 with a mission to promote the emotional mastery needed for learning and living. By bringing students into a strong academic and therapeutic environment, Stevenson works to propel them towards postsecondary independence and success.

This exciting new partnership will focus on building the foundation for a long-term digital marketing strategy that will support lead generation and family nurturing. The Mason paid media and email strategy teams will be responsible for increasing brand awareness, and working with the Stevenson team on audience insights, with an emphasis on profitable new student acquisition and retention.

Read more about Stevenson, and learn about this post-secondary success, here.

We’re excited to announce that Mason Interactive recently added UK-based luxury luggage and travel brand, Bennett Winch, to our roster of clients.

Robin Winch and Robin Bennett launched the company with a singular focus, “to create the products we need but can’t find”. They believe true quality is timeless; if you buy well, you need only buy once.

Every Bennett Winch product is handmade in England. From Italian leathers to solid British brass hardware, they engineer accessories using traditional skills and materials.

“Our products are designed for the discerning minimalists; those who seek to own fewer, better things.”

This exciting new partnership will focus on growing awareness through a long-term digital marketing strategy that will support direct-to-consumer eCommerce sales in the US. The Mason paid media strategy team will be responsible for increasing YoY revenue, and working with the Bennett Winch team on performance insights, with an emphasis on profitable customer acquisition and retention.

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Bennett Winch, explore the Weekender, and read about their Lifetime Promise, here.

We’re excited to announce that Mason Interactive has added mission-driven brand, Two Blind Brothers, to our growing portfolio of fashion brands.

Brothers + Co-founders Bradford and Bryan Manning launched Two Blind Brothers for the sole purpose of funding blind research. After being diagnosed with an eye disease that causes blindness over time, their condition inspired a special vigilance for details, and a passion that carried over into the construction of their clothing line.

Through their SHOP BLIND experience and other partnerships, the brand donates 100% of profits to make this a reality.

Last year alone, customers helped fund 30,678 HOURS of clinical studies through Foundation Fighting Blindness (FFB).

This exciting new partnership will focus on customer retention, loyalty and performance through a cross-channel email marketing and creative strategy that will support direct-to-consumer eCommerce sales. The Mason email strategy and creative teams will be responsible for increasing revenue, and working with the Two Blind Brothers team on creative performance insights, with an emphasis on out-of-the-box ideas and retention.

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey. Learn more about Two Blind Brothers, and help cure blindness when you SHOP BLIND.