Holiday marketing approaches change as Gen Z’s budgets tighten this year. According to Deloitte data, consumers expect the economy will weaken within the next six months—the worst outlook it’s been in decades—and it’s impacting holiday spending. Gen Z is reportedly the most likely to cut their gifting budget, shifting this year’s marketing to be all about connection and timelessness and showing shoppers that brands truly get them during this cash-strapped time, not Christmas fantasies. To do that, brands are leaning into what really resonates with young consumers: influencer campaigns, affordability, and in-store experiences. As brands launch their holiday campaigns, their biggest priority is focusing on the present (no pun intended) to avoid feeling totally out of touch. (Marketing Dive)
👀 Read more from YPulse: How Young People Really Feel About Early Holiday Marketing
