Marketing vs Christmas 2012

That’s right it’s that time of year again, 2012 is fast approaching the much loved Christmas season and it appears that this year shoppers intend to spend more, according to a study by HSBC. They polled more than 2,000 people based across the UK and it has been said that a fifth of shoppers actually plan to spend more this Christmas. On the other hand, half do expect to spend the same, whilst just 17% plan to spend less than they did last year. This year’s typical Christmas spend will reach around £526 per person according to the study, which includes £374 on presents for friends and family along with £179 on food, drink and entertainment.

One reason for the optimism of these shoppers is that unemployment has in fact fallen by 7.9% in the three months leading up to August, giving more people a reason to splash out a bit more this year. Although household budgets remain under pressure due to four of the six largest energy firms announcing increases in their prices this month.

Another reason for their intentions may be due to companies starting to launch their Christmas marketing campaigns. This time of year is key for Brand Manager’s to step up their creativity to ensure maximum customer appeal. I’m sure you may have noticed more and more Christmas adverts appearing on your screens, helping to raise that Christmas spirit but also aiming to catch people’s eyes and attract these hopeful shoppers.

One example is Debenhams, who plan to launch their first Christmas marketing campaign in six years for this festive season, which is to include television adverts as well as newspapers and online advertisements. This will be keeping those in Brand Manager jobs at Debenhams on their toes as they wait to see if the adverts are a success. The company appears to be attracting more customers after sprucing up its stores and website. They have also put in place growth plans for the next five years that include opening 17 new UK shops and modernising 30 more of its stores.

A further example is Littlewoods, who are hoping to demonstrate that they can provide perfect gifts, ranging from toys to health and beauty products and high-end technology. They are also offering an affordable payment option which can help families spread the cost of Christmas. The Brand Director of Littlewoods, Gary Kibble, informed Marketing Week that combining an affordability message with an emotional message was a key aspect to their Christmas marketing strategy.

Here at Brand Recruitment we recruit for a number of Brand Manager jobs across the Eastern Region. For more details on our latest Brand Manager jobs please see our website.

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