Capitalizing on OOH Amidst Holiday Shopping and Travel

Published: September 29, 2023

The latest OOH Consumer Insights Q4 2023 report from Harris Poll and OAAA highlights a rise in consumer spending and holiday travel, presenting a plethora of opportunities for OOH advertisers to engage with audiences on the move!

Let's delve into the key discoveries:

Rise in Holiday Travel

60% of adults plan to travel this holiday season!

86% of adults are spending more or the same amount on holiday travel compared to last year. Demographics spending more days traveling include:

59% of Gen Z
57% of Urban 1M+
54% of those residing in the West

36% plan to travel longer distances this year. Among those travelers,

62% plan to travel by car
59% plan to travel by plane
12% plan to travel by train

Travel Preferences vary among generations:

64% of Boomers opt to stay with extended family and friends
53% of Gen Z prefer to stay on the beach or in a resort
50% of Millennials favor weekend getaways in diverse towns or cities.

‘Tis the Season For Holiday Shopping

87% of adults plan to shop this holiday season!

A quarter of holiday shoppers plan to spend earlier compared to last year, with November emerging as the pivotal month for their purchases.

Nearly 4 in 10 shoppers plan to spend more on gifts. The demographics gearing up to increase their holiday shopping budgets consist of:

57% from Gen Z
55% from Urban 1M+

Although 84% of shoppers are adjusting financially this holiday season, 68% of holiday shoppers plan on spending over $500 on gifts this year.

When it comes to their shopping priorities, holiday shoppers are allocating their budgets as follows:

60% for clothing.
41% for tech products, with a higher preference among millennials at 52%
37% for toys, with a higher preference among millennials at 46%
30% for jewelry and accessories, with a higher preference among Gen Z at 49%

Increased Relevance of OOH

OOH ads have a proven track record of helping consumers while shopping in the store. The following statistics underscore the effectiveness of particular OOH ads that pique consumer interest:

87% take note of ads promoting values or savings.
80% pay attention to ads emphasizing convenience or location.
73% acknowledge ads featuring special delivery options.
64% notice ads showcasing businesses that support the community.

OOH advertising is the perfect ad medium to reach holiday shoppers and travelers while they are out and about. These findings highlight the dynamic landscape of consumer behavior during the holiday season and the effectiveness of OOH advertising in capturing consumer attention and influencing their choices across various industries. Advertisers should leverage these insights to tailor their campaigns for optimal engagement and impact! If you are ready to harness the power of OOH and connect with holiday travelers and shoppers anytime and anywhere, contact concierge@adomni.com!

Written By: Julia Cramer

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