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Search spend grows as retailers begin marketing spend nine days ahead of Thanksgiving

Retailers began their marketing spend earlier than ever this year ahead of the US holiday shopping period, especially through search marketing, according to data released by Kenshoo, in a bid to meet the new shopping habits of consumers.

According to the research, paid search spend began to rise nine days before Thanksgiving, four days ahead of the same period last year, with more marketing spend going towards search at a level of over 40 per cent higher that 2012 levels each day ahead of Thanksgiving.

The largest increase of 73 per cent was experienced four days ahead of Thanksgiving on 23 November.

Google shopping campaigns were found to be up by more than twice the levels for Product Listing Ads (PLAs) being spent last year, with spending having increased 12 days ahead of Thanksgiving.

"As the holiday season continues to creep upward, it is important for marketers to be prepared, stay agile, and take advantage of increased consumer interest during this season," advised Laura Ruszkowski, marketing research analyst at Kenshoo.

Last week, The Drum explored further digital trends from marketers ahead of Black Friday and the Christmas holiday season.

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Stephen Lepitak

Stephen Lepitak is editor of The Drum, with responsibility for overseeing the day-to-day running of the content produced for the various platforms run by the publication. Over the years he has interviewed agency network bosses such as Sir Martin Sorrell, Maurice Lévy and Arthur Sadoun, as well as Cindy Gallop, Kim Kardashian, film directors James Cameron, Spike Jonze and producers Harvey Weinstein and Lord David Puttnam. With a keen interest in media and breaking news, Lepitak has been with The Drum since 2005 and is based across its UK, US and Asia operations.

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