The holiday season is upon us, and brands are scrambling to provide frazzled consumers with exactly what they need. But in a tech-savvy world filled with gift options, how can brands get ahead? To find out, Toluna surveyed over 1,000 consumers about their holiday shopping habits and gathered insights about everything from budgeting to purchasing influence to retargeted ads.
Mark Simon, managing director of North America for Toluna, said the findings suggest that Gen Z and millennials are “upbeat about the economy,” which he notes “generally helps underpin and drive robust holiday spending.” But the Toluna team found the popularity of retargeted ads particularly interesting. “This indicates a trend toward brands getting better about the data and technology they use to personalize content, and the overall brand experience they deliver through online advertisements,” Simon added.