Compact 2024 festive season challenges businesses
The 2024 festive season is set to be a whirlwind with only 27 days between Thanksgiving and Christmas. It’s further compacted by overlaps of Hanukkah, Christmas, Kwanzaa, and the immediate succession of New Year’s Day. This unusually festive season calls for careful planning and organization to ensure no celebration is overlooked.
With such a tight schedule, there are predictions of a rise in e-gifts and gift cards, with factors like the upcoming U.S. elections influencing these trends. However, this year’s shopping patterns may differ from the last election that happened during a pandemic, so marketers need to remain adaptable.
The compressed holiday season means an earlier cut-off for shipping, potentially pushing inventory clearance into 2025. This not only affects retailers’ promotional plans but could shake up supply and demand, driving up costs.
Amid these challenges, there’s an opportunity for marketers to create inclusive messages that span the entirety of the festive season.
Tackling 2024’s compact festive period
This approach conserves resources, reaches more consumers, and creates an opportunity for brands to stay relevant throughout the year.
As part of this season-long approach, marketers should plan collaborations with specialized sites, influencers, and publishers. They should use audiences’ feedback, focus on local businesses, and leverage social media as a promotional tool. Careful planning will be crucial due to the shortened shopping and shipping season.
Businesses with longer shipping durations, like furniture and custom-made gifts, will require particular attention. Companies should also be prepared for a potential increase in prices due to constrained supplies. Business leaders should strategize their supply chains to minimize disruptions and maintain customer relationships.
Consequently, the 2024 festive season will be a testing time for businesses and marketers. Careful planning, adaptability, inclusivity, and strategic collaborations will be key to ensuring success in this condensed shopping cycle.