Early Influence of Early Holiday Shoppers

As far as leading retailers are concerned, the holidays have arrived. JCDecaux OOH is helping these brands reach eager shoppers in search of deals and inspiration.

In their most recent Holiday Shopping Forecast, ICSC projects a 3.8% increase in retail sales this season with nearly 80% of US adults planning to shop earlier than normal. Meanwhile, insights from OAAA and The Harris Poll indicate 38% of shoppers will make most of their Holiday purchases in November.

Retailers are racing to accommodate consumers’ early shopping preferences with thorough marketing strategies that emphasize outdoor advertising beside storefronts and bustling retail hubs.

OOH’s Impact on In-Store Shoppers

Even in the digital age, in-store shopping is holding strong according to ICSC; 87% of shoppers are expected to head to brick-and-mortar stores this holiday season.

Earlier reporting from OAAA and Morning Consult highlights the impact of outdoor advertising on in-store retail purchases; nearly 70% of US adults notice OOH ads on their way to in-store shopping, and 50% of high-income (HHI $100K+) consumers say these ads impact their in-store purchase decisions.

Online Retail Engagement
 

While brick-and-mortar proves its value, there’s no denying the continued growth of online retail. ICSC reports that 42% of total holiday shopping expenditure is to be spent online this season with 17% spent on click-and-collect. Additionally, three-quarters of ICSC survey respondents say they plan to make a holiday purchase online this season.

OOH continues to funnel real-life ad viewers towards online activations; of the 76% of US adults who took an action on their mobile device after seeing an OOH ad, 43% made an online purchase according to OAAA and Morning Consult.