Holiday Shoppers May Suffer From “Marketing Fatigue”

Two thirds of consumers (67%) expect to be wrestling with “marketing fatigue” by Nov. 1, a new survey from customer-led marketing platform Optimove has found. Such fatigue occurs when consumers feel overwhelmed by the volume or repetition of brand messages, leading to reduced engagement and negative perceptions.

The survey results mean “… it will be critical that brands engage with consumers to enhance their relationships – not alienate or overwhelm consumers with irrelevant impersonal messages,” said Optimove CEO Pini Yakuel “The bottom line is that customers have high expectations that a brand knows them and interacts with them accordingly.”

The survey also includes some upbeat findings, including a major uptick rise in consumer confidence, with 50% of respondents expressing optimism about the economy – almost double the level of 2023 (26%). That added confidence may well translate into higher holiday spending intentions, as 61% plan to budget more for gifts this year.

The Optimove report on holiday spending intentions is based on a survey of 280 U.S. citizens aged 21-plus with household incomes of $75,000 or more.

Click here for more from the survey.

Also:

Click on the links below to read other stories on expected trends for this year’s holiday shopping season, as reported by Shop!

What’s Worrying Retailers Most Re: Holidays 2024?

Holiday Shopping ’24: Consumers Pulled in Opposite Directions

Early Holiday Spending Predictions Unveiled