Holiday Shopping Trends Are Coming to Town

Your AC is cranked, your sunburn still hurts in the shower, but yes...it’s time to talk holiday shopping trends. Today, we’re looking ahead to gifting season, spotlighting creative Olympics advertising, and as always: sharing the links we’ve been swapping on Slack. On your marks, get set…?

Insightful

As part of our ongoing State of Women surveys, we asked Skimm’rs to tell us how they plan to shop this upcoming holiday season, and their attitudes are consistent with other industry findings. Here are the trends you need to know:?

• Procrastination? Never heard of her. 71% of Skimm’rs plan to start shopping before mid-November. This aligns with NRF data, which shows 80% of shoppers began shopping in November or earlier last year. So don’t be afraid to launch your holiday campaigns and sales before Halloween decorations have come down.?

• Hey, big spender. Over 1 in 4 Skimm'rs plan to splurge on gifts, with budgets of between $500 and $2,000. But they need to be convinced. The top 3 reasons Skimm’rs will purchase a gift are if they’re 1) “ideal” 2) “unique” or 3) you guessed it…on sale.?

• AI is coming to town. Last year, 17% of online purchases were influenced by AI. This season, experts predict that number will be a whole lot bigger – whether shoppers realize it or not. Our advice? Consider adapting your SEO strategy to account for the AI-ification of search.

• Small business shines. 71% of Skimm’rs plan to put their big dollars somewhere small this holiday season. Tap into this loyalty by highlighting small business partnerships or local connections, and show up on Small Business Saturday for maximum impact.

PS: theSkimm’s shopping editors are already hard at work building our annual gift guide. If your brand wants a part of the action (or to learn about how AI will help our busy shoppers find gifts faster), get in touch with your account executive or fill out our partnerships form here.?

We’re sensing a trend…

The athletes are working hard, but the brands are working harder (well, maybe not physically). One report shows a 70% increase in brand advertisements and sponsorships surrounding the Paris Olympics compared to the last Games, with NBCUniversal setting a new record of more than $1.25B in ad revenue. And with so much competition, brands are thinking outside the box — getting involved in creative ways that authentically align with what they offer.?

• FIGS outfitted the Olympics and Paralympics US medical team.
• Rihanna’s Fenty Beauty gave makeup kits to the volunteers who hand out medals.
• 谷歌 became the official Search AI partner of Team USA.
• Parmigiano Reggiano teamed up with Italian gymnast Giorgia Villa for a cheesy partnership.

The takeaway? Getting in the game doesn’t have to be so literal, but showing up where the fans are is a winning strategy.?

Coffee Talk

??Millennial makeover. This article explains how Abercrombie pulled off the most exciting rebrand in American retail.

??To meme or not to meme? Brat summer. Boots and a slicked-back bun. Should your brand jump in on a viral moment? Here are four things to consider while you decide.?

??The graduate(s). Here’s how the class of 2024 feels about the economy, job prospects, and being their own boss.

??Cookie controversy. Google’s walking back its decision to eliminate cookies. Jury’s still out if that’s good news or bad news.?

?? Life in plastic, not so fantastic. Barbie was Warner Bros. Entertainment 's highest-grossing film ever, earning $1.4 billion worldwide. Why hasn’t it changed Hollywood for women??

Until next time,

Your friends at SKM Lab (who are we? Glad you asked)

PS… Have questions or want to chat? Reach us at [email protected].